Challenging perceptions? Sustainability reporting, the media and mining

Community members’ sources of information about companies’ social investments are often influenced by the messages in a variety of communication channels, such as newspapers, television and social media. In this sea of communication channels, corporate communications may not always have the desired effect in influencing community perceptions. This paper explores the efficacy of communication between mining companies and communities in Chile through content analysis of corporate sustainability reports and newspaper reporting. Chilean media reporting between 2005 and 2013 is examined to identify community perceptions of corporate social investments made by mining companies. Content within the Chilean newspapers El Mercurio (national) and Soy Chile (regional) is contrasted with content from corporate sustainability reports published by The National Copper Corporation of Chile (Codelco) and Barrick Gold Corporation, Canada (Barrick) for the same period. The objective is to identify differences in the way that corporate social investments are reported by companies in sustainable development reporting and by media in newspapers. Overall, the study demonstrates that the media’s framing and reporting of corporate activities was more negative than positive. Moreover, media outlets tended to focus upon the ‘negative impacts’ or ‘damage’ to communities brought about by mining developments. Conversely, companies’ public communications were largely focused upon direct improvements in livelihoods (health, education, etc) of neighbouring communities. This preliminary study provides a baseline for the development of new formats of effective communication with neighbouring communities. The paper advocates for an increase in participatory mechanisms with affected parties, which could lead towards a greater mutual understanding of the impacts and draw parties closer together.