Australian Mining and the trade press for that matter often invite companies and their operators to share their stories and expertise.
In responding to this opportunity, the company gets greater awareness of its achievements and recognition from the industry for its efforts.
Stories that demonstrate how a mining company is energetically pursuing its mission of excellence not only make a persuasive argument for recruiting high calibre professionals, they encourage support from the mining industry and the general community.
By working with the media in the right way — by being frank, honest and accessible — an organisation can communicate its mission in the best light.
Why then did BHP Billiton Illawarra Coal decline Australian Mining’s request to speak with the company’s leadership team about the company’s record of innovation and achievements, strategy and direction for this issue’s Illawarra spotlight? - Hardly controversial subject matter.
I called on Illawarra Coal’s communications and consultation manager Rosanne Moore requesting an interview with any of the following personnel:
Illawarra Coal president Colin Bloomfield
general manager health, safety & risk Roger Bowman
general manager sustainable development and external affairs Wendy Tyrrell public affairs
general manager planning and asset development douglas project Dan Teal
vice president mining operations Jim Middleton
general manager processing and logistics Keith Grimson
general manager business services Michael Lambourne
general manager HR Mark Stone
general manager Port Kembla Coal Terminal John Brannon
general manager projects Allan Dann
Illawarra Coal’s reply – thanks, but no thanks:
“Following a discussion with our President Col Bloomfield, and Wendy Tyrrell, our General Manager Sustainable Development and External Affairs, we have decided to decline your invitation on this occasion. Thank you for giving us the opportunity,” Moore told Australian MiningAustralian Mining.
Okay, but why?
“Unfortunately, we are all time-challenged and in the short term have to focus our energies elsewhere,” Moore said.
“I do appreciate you giving us the opportunity to participate, and perhaps we can re-address it some time in the future.”
While I can understand that many mining companies are under a great deal of pressure to maintain operations with limited human resources, I find it difficult to believe that not one person from Illawarra Coal’s leadership team couldn’t afford to spare 10 minutes over the phone talking to Australian Mining.
As for requesting images of the companys operations - we got no response at all!As for requesting images of the companys operations - we got no response at all! We requested a few pics on 23 October, and we’re still waiting for a response.
This is not an exercise in Illawarra Coal bashing – afterall it’s a great company, with a strong record of achievement.
However, it’s disappointing that a company with such an obvious presence in the region should decline an invitation to be part of our Illawarra Spotlight in this issue.
So much for Illawarra Coal’s claim on its website of being “open”, and so much for BHP Billiton chief executive officer Chip Goodyear’s claim in the company’s charter (October 2004): “To prosper and achieve real growth, we must… earn the trust of employees, customers, suppliers, communities and shareholders by being forthright in our communications...”
Pardon the pun, but Illawarra Coal’s talk is Chip.