Table of Contents 6 2012 OVATION Awards Winning Entries

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Objective 5: Quantitative objectives — by the end of 2011, we wanted a 20% increase in Facebook fans, a 30% increase in Twitter followers, a 50% increase in LinkedIn followers and an overall increase in traffic to the website. Outcome: Facebook: 33.8% increase in Facebook fans Twitter: 115% increase in followers LinkedIN: 758% increase in followers
OVATION Awards Winning Entry Communication Skills Publications AWARD OF EXCELLENCE Entrant’s Name: Stuart Weinberg, Manager, Communications Responsible Mining Organization: Barrick Gold Corporation Title of Entry: Barrick Beyond Borders Magazine Division/Category: 2. Communication Skills 15.Publications Time Period: March 2011 – January 2012 (*Note that all writing, production and printing of the three issues included in this nomination occurred in 2011. The final issue was mailed the first week of 2012.) Description: Beyond Borders is an external publication designed to provide governments, non‐governmental organizations, and other key stakeholders with detailed and timely information about Barrick’s social and environmental initiatives. Business Need/Opportunity Barrick Gold Corporation is the world’s largest gold mining company, with 25,000 employees, 26 operating mines and nine development projects. Headquartered in Toronto, the company’s operations encompass five continents and eleven countries, many of which are developing nations coping with complex social and economic challenges. One of the company’s overriding commitments, enshrined in its corporate social responsibility (CSR) charter, is to make a positive difference in the communities surrounding its operations. To that end, Barrick has developed a world‐class CSR program that includes numerous community‐development initiatives and projects that support education, health care, the environment and sustainable economic development, among other things. Many of these projects involve partnerships with respected government and non‐governmental organizations (NGOs), including the U.S. Agency for International Development and World Vision. However, the company’s CSR efforts are often overshadowed or ignored because Barrick ‐‐ by dint of its size and extensive presence in complex regions ‐‐ is a frequent target of anti‐mining and antiglobalization groups. Inaccurate information and unfounded allegations about Barrick’s practices are a common occurrence. And with the proliferation of social networking and global reach of the Internet, misinformation about Barrick can spread rapidly, harming the company’s reputation. Barrick recognized the need to create a direct channel to stakeholders that would allow it to deliver unfiltered information about its social and environmental performance, and the resulting benefits. In late 2007, the company developed a concept for a new print publication to serve as such a channel. The publication was named Beyond Borders to signify its global content and underscore Barrick’s intent to set the highest standards in responsible mining worldwide. In the intervening years, Barrick’s CSR program has grown substantially, as have stakeholder demands for information and transparency. To keep pace, Beyond Borders needed to expand into a full‐fledged magazine large enough to produce stories about the numerous CSR initiatives in all four of Barrick’s business regions. At the same time, these stories needed to be substantive features that addressed complex issues, such as climate change, public‐private sector collaborations and indigenous and gender issues, in a manner that our stakeholders were expecting.
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Table of Contents 4. A Message from
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A Message from the IABC/Toronto Pre
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2012 OVATION Awards Gala Sponsors W
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Media Relations with budget up to $
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Entrants: Judy Lewis, Tara McCarthy
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Award of Merit Title of Entry: McDo
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Award of Merit Title of Entry: Rimm
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Award of Merit Title of Entrant: Ci
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Award of Merit Title of Entry: RECO
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Award of Excellence Title of Entry:
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over fifty years of successes as a
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5. Use social media as a conduit fo
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hosting a variety of fundraising ev
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“The world recognizes the Nike lo
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generate widespread awareness of th
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In addition to pre‐campaign consu
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OVATION Awards Winning Entry Commun
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• Volunteer Quiz (What’s your V
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even a one‐day delay in the appro
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Measurement/Evaluation of Outcomes
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Complicating the situation was the
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Develop a comprehensive news packag
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To resonate with the target audienc
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Implementation: MSL Canada executed
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generally about current events and
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and consumer attention in an authen
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stations). UPS wanted to reach both
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leading up to UPS’s peak day ‐
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3. Goals and Objectives: The progra
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See: Work Sample 8 ‐ SBUX40 ‐ O
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would influence the target, tone an
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Issued four press releases at key i
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For the media relations component o
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Excited by fashions and news trends
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5. Implementation and Challenges: W
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INTENDED AUDIENCE/STAKEHOLDERS The
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TFC identified key major English pr
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• CEO Road Tour: TFC secured 26 m
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In Quebec, a lack of education exis
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According to a recent survey commis
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• Car owners, homeowners and rent
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know that they were covered by thei
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Indigo’s public relations team pr
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durability. Because cork flooring o
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offers both infinite design possibi
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In August 2010, Valerie Pringle tra
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Council Meetings and social media a
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Measurement/Evaluation We relied he
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lieu of a conventional media launch
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secured notable interior design exp
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Challenges Budget The budget presen
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practicing in Halton, Ontario and a
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4. Use website and social media to
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The occasion offered attendees the
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IMPLEMENTATION AND CHALLENGES The o
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too Sexy,” further driving traffi
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d) Being She: The Culture of Women
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two additional WCH events in the la
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esult would be necessary to become
Page 142 and 143: oyalty‐free stock art. The centra
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Page 146 and 147: Solutions Overview: In 2005, Meridi
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Page 152 and 153: Challenges: The guest presenters ar
Page 156 and 157: Additionally, FH recommended that t
Page 158 and 159: Company/Brand Mention: 100 percent;
Page 160 and 161: Goals/Objectives To bring environme
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Page 164 and 165: these issues: phasing out coal, hig
Page 166 and 167: exposure. 7 Data released by the On
Page 168 and 169: 1. Educate adult target audiences i
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Page 174 and 175: produced and printed in‐house at
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Page 182 and 183: o Incorporate a user‐friendly con
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Page 188 and 189: 3. Deepen engagement with potential
Page 190 and 191: Secondary Audience: MaRS partner an
Page 194 and 195: In addition, in 2011, Barrick faced
Page 196 and 197: o Barrick Tanzania/Zambia 6,700 o B
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Page 204 and 205: • People‐oriented vs. regulatio
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Page 210 and 211: udget allocated to YouTube promotio
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Page 216 and 217: Specific demographics can be drille
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Page 220 and 221: Through extensive consultation with
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Page 224 and 225: years. He is a former president of
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Page 228 and 229: with Holocaust Education Week. Tova
Page 230 and 231: uilding and leading global teams ac
Page 232 and 233: Judy Lewis Co‐Founder and Executi
Page 234 and 235: and is now a freelance writer and e
Page 236 and 237: Daniel Tisch, APR President and CEO
Page 238 and 239: 2011/2012 IABC/Toronto Board of Dir
Page 240 and 241: Steven Mills Senior Relationship Ma
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