given by Aberje last year. How did IRCC do?
and the relationship with its stakeholders. Since March of
that year we have been working on that. The first step was
to build a communication plan. During August of 2008 we
started to implement it. The key messages were: IMERYS/
RCC respects the environment, is committed to the local
community, is committed to Pará State, is a transparent
company and that kaolin is harmless. We also defined
our targets: communities, media, local authorities and
employees.
communities and stakeholders?
Every year, we receive four groups of community leaders at
our plant and provide them with information and a guided
tour. We also organise an Open Day each year. In 2009, 400
people attended that event. It's nice to have them visiting
our operation because they can see we're acting responsibly.
part of their environment. So, we visit all six schools every
year and develop a Fair, which is held at Vila do Conde's
main square. During the Fair, we display our eight social
projects and provide space to all the schools to let them
show what they are doing on social responsibility. On a
stage, we offer cultural entertainment. Last year more
than 10,000 people visited the event.
broadcast on local stations. In these spots, we talk about
positive RCC initiatives and also record interviews with
members of the community. It's even a way to improve
their self esteem, because they feel important when they
hear themselves on the radio.
regular contact with the press; developing press releases
with positive stories; setting up workshops in press rooms
with IMERYS people and an expert on mining and kaolin
from outside the company, as appropriate. We receive
visitors (Welcome programme) and make visits as part of
a transparent and focused relationship.
programme. We also provide specific printed material to
send in to the authorities every two months as part of a
transparent relationship it's called "Espaço Caulim" and
is now in its fifth edition.
RCC internal magazine), but also transform employees into
opinion makers. They are great partners, especially with the
community activities. It's a great way to show them that
building RCC's positive image has to be a team effort. They
feel part of this whole process. They know that they have
contributed to our good results.
week, to advertise in both papers.
using RCC's kaolin, following lab research and obtaining
all the necessary certificates and authorizations. These
cosmetics (facial mask, body moisturizer and a soap) are
a fantastic method of proving one of our key messages:
that kaolin is harmless. In fact, it is not only harmless,
but also good for the skin.
we transformed our space into a beauty parlour, where the
public could try the kaolin-based cosmetics. It was a great
success and even Pará's governor tried some.
community projects in your region?
2002. The communication challenge was to make the
community and society aware of these great initiatives.
Until 2008, they were basically known only by those who
were participants. We needed to show RCC is committed
to the local community, by letting people know about the
great things we've been doing.
IRCC looking towards the future?
beginning of a long journey, but we can see we're having
good results, recognition and the great support of all our
employees. Our team celebrates our successes and feels
part of it. For example, in 2009 we had 182 positive stories
in the press. In total, the good news filled 14 standard pages
in the paper, nearly two hours on TV and 30 minutes" on
the radio. We work hard to keep improving our reputation
and our relationship with our stakeholders.