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Generating Awareness: British Columbia Aboriginal Mine Training Association (AMTA)

Generating Awareness: British Columbia Aboriginal Mine Training Association (AMTA)

British Columbia Aboriginal Mine Training Association (AMTA)

& Goal

BC AMTA connects Aboriginal people to jobs in mining. It is faced with a broad and complex challenge of how best to communicate with multiple partners, each with different (and sometimes competing) interests and mandates.

The Ask

To build BC AMTA’s profile as a leading Aboriginal skill training program, connecting Aboriginal People to employment in BC’s mining industry.


PRA Communications developed and maintained a master message set that has underpinned all of the association’s communication over the past three years and ensured BC AMTA’s story has remained consistent and strong, across mediums and audiences.

Influencer Relations was another important component of the BC AMTA strategy; PRA Communications facilitated many introductions which have resulted not only in support and advocacy for the program but also funding for BC AMTA programs.

The Results

Created a unified and compelling narrative, enhancing BC AMTA’s brand and reputation.

The connections built through PRA Communications-facilitated introductions and engagements with key stakeholders, including influential individuals, organizations, and funding agencies – resulted in increased support and advocacy for BC AMTA’s programs. The endorsement and backing from these stakeholders further bolstered the credibility and visibility of BC AMTA.

The successful introductions and advocacy efforts led by PRA Communications resulted in significant funding opportunities for BC AMTA programs. The organization secured funding for its initiatives, enabling them to expand and enhance its efforts in connecting Aboriginal people to jobs in the mining industry. This funding injection has allowed BC AMTA to increase their impact and drive positive outcomes.

Our Solutions

Unique and flexible offerings to tackle the most common industry challenges from environmental assessment and permitting, issue and crisis communications, working with Indigenous communities, and more.

Our Services

Essential and in-depth services for communications and public relations to help your organization craft compelling narratives, manage reputations, create social content, and reach your intended audiences.

Industry Expertise

Insightful and in-depth knowledge of industry needs, trends, and regulations to help organizations in the mining, mining technology and clean energy industries benefit from a modern communications and public relations strategy.


Crisis Response

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