Communication : The missing link in the minerals industry

This is a new era for the minerals industry. Never before has there been more need for effective communication. So said Robert Anderson, chairman and chief executive officer of Hanna Mining Co. He was speaking to the American Mining Congress's Communication Workshop. The question is whether there is enough industry concern to meet the challenge. Anderson observed that increased workshop attendance, in continuing tough times, reflects the industry's concern for communication. But, why were students, faculty, engineers, supervisors, and managers not at the conference? Communication applies to every manager, Anderson said. But he was the only operating manager present. And only one company sent operating supervisors. The remaining conference participants were public relations personnel, generally with nonmining backgrounds. And the program dealt mostly with public relations issues. Role of Communication in the Minerals Industry. It is well known that the minerals industry faces economic, political, and social problems. Economic shifts and foreign competition have created an international minerals industry and an international marketplace. This, in turn, calls for worldwide communication. Other factors effecting communication are: • Governmental protectionism as well as regulatory reforms call for increased interaction with governing officials. • Changing social values have created environmental issues and anti-industry attitudes. This intensifies the need for improved public relations. • Traditional work values are shifting towards self-actualization and humanistic movements. The work force is better educated and more informed. Employees demand more satisfaction, equality, and job autonomy. • The mining industry's task of managing its human resources is complicated by layoffs, job uncertainties, and bleak outlooks concerning employee morale and motivation. Technology and Information for a New Era As noted, this is a new communications era, one propelled by technology and information. Technology has led to reduced demand for raw materials by developing substitutes. Copper demand, for example, will never fully recover. Copper cables are replaced by fiberoptics; copper transmission lines, with aluminum. Technology has shifted the US from traditional to high tech and service industries. The speed, frequency, and scope of information transmission have greatly increased. But the most significant characteristic of this information is not the pace of advancing technology. It is the dramatic increase in the importance and frequency of our personal transactions. Knowledge has replaced raw materials and capital as the strategic resource. Information has replaced energy as the transforming resource. And the game against nature has become an interpersonal game (D. Bell, Post-industrial society, Physics Today, '76). In Megatrends, John Naisbitt says that information will soon double every 20 months. So, professionals will become "information workers." And communication will be the life channel of the information age. Thomas Wolfe said you can't go home again. Hanna Anderson said we are, indeed, facing a new day. It will never again be "business as usual." We must move into the information age with the rest of society. We cannot trust that the world will continue to rely on our products. Nor can we place the responsibility and control for problems and solutions outside the minerals industry. Improved communication is not a panacea. But, Anderson said, it is critical to the minerals industry. What is Communication? The word communication is overused. It is applied to every aspect of our lives. Satirist Tom Lehrer got sick of hearing about the need to communicate. He said, "It seems to me that if someone is having all that trouble communicating, the very least he can do is shut up!" Obviously, we cannot follow that advice (though we might wish that some others would do so). Communication is always going on. It is inevitable. Yet we have many misconceptions about com-