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Skeena Resources Conservancy

Skeena Resources Conservancy

Skeena Resources Conservancy Logo

& Goal

For Skeena Resources, the challenge was how to showcase its commitment to responsible and sustainable land use by surrendering its claims to Mount Edziza, an ecologically and culturally important area that holds significance for the Tahltan people. The goal was to create and execute the story of a unique collaboration with five diverse groups – Tahltan, the provincial government, the Nature Conservancy of Canada, and the federal Natural Heritage Conservation Program to permanently protect Mount Edziza, known as Ice Mountain by the Tahltan, through strategic management and cultivation of relationships between the media and the stakeholders to shape public perception.

The Ask

To change preconceived notions and reveal the untapped potential of the mining industry to contribute to biodiversity conservation, sustainable development, and responsible resource extraction, while also enhancing the public’s perception Skeena Resources’ social and environmental commitment.


Specific key messages were designed for key audiences, and strategic media outreach was conducted. PRA Communications created various storylines to develop compelling pitches with various customized story angles and content that highlighted the ecological and cultural significance of the protected area.

The Results

PRA Communications secured coverage in top-tier mining and sustainability-focused publications

  • Received 12+ earned media coverage in publications such as CBC, Toronto Star,, CIM Magazine, APTN etc.
  • 36,500,000+
    in media reach

Skeena Resources was successfully able to amplify the impact of its conservation efforts, enhance stakeholder engagement, and position itself as an industry leader in responsible mining practices and environmental stewardship.

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.

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