Situation overview:

A Brazilian energy company sought to enter the Colombian market and develop a comprehensive mining project that would have a significant impact on the region. The company had to receive approval from various energy, environmental and development authorities in order to obtain a license for the project, and was required to engage stakeholders in the targeted region to try to gain support. Some stakeholders in the area had a predetermined negative perception of such projects, presenting a challenge for the company to gain approval of the project.

PROI member Role:

A PROI Worldwide Americas Crisis Group partner was hired to aid the company with reputation management and community relations throughout the licensing process. Communications efforts included:

• Developing messaging and supporting materials to share information on the project and emphasize how it will positively impact the region’s environmental, social and economic conditions;
• Identifying and engaging stakeholders who felt slighted by past projects of a similar nature and working to build a positive relationship with them; and
• Educating stakeholders on the benefits of the project through transparent communications.

Results:

The strategy helped build a positive image for the company. With the help of our partner, the company achieved favorable public opinion from 90 percent of its target audience. The authorities overseeing the licensing recognized the company’s efforts and the licensing process successfully progressed. The strategy also established communications channels with stakeholders in the region, allowing the company to further build and maintain key relationships throughout the project’s life.