Coal’s Role In Sustaining Society – An Integrated-Message Approach

The mining industry has searched for a message that will resonate with the public while focusing on the industry’s positive contributions to society. Thus far environmental groups remain unconvinced, and the public is still largely uninformed. In the authors’ opinion, a number of recent events and experiences have converged to help shape a more effective public communication on mining’s important role. This paper presents a fresh and cogent perspective on coal’s role in sustaining society by anchoring the message in a transparent material flow analysis that links coal’s impacts across a broad range of social and environmental aspects.