“People often say to us, oh, we’re only a small company, we’re turning over $2 million a year; we’re too small for public relations. – Cate Rocchi, speaks with InvestMETS.
Recently we spoke to Richard Roberts, at InvestMETS, about why mining technology companies should start communicating strategically with their media and wider stakeholders.
It’s a comment we hear often. And we get it—when you’re growing a business in the mining technology space, PR can feel like a “nice-to-have” that you’ll invest in later, once you’re bigger, more established, or have a bigger budget.
But here’s the truth: strategic media communication isn’t just for billion-dollar giants. It’s one of the smartest tools a small, ambitious company can use to punch above its weight.
Why Now?
Recently, we spoke with Richard Roberts at InvestMETS about the critical role public relations plays in the mining technology sector. What emerged was clear: in an industry that’s innovating rapidly but still deeply relationship-driven, getting your story out early—and consistently—can set you apart.
Think about it this way: if you’re turning over $2 million a year, you’re not a start-up in the garage anymore. You’re winning contracts, building partnerships, and most importantly, you’ve got something to say. So why keep that story behind closed doors?
PR vs Marketing vs Comms: Clarifying the Confusion
Many communications teams in mining tech companies are already strong in digital—websites, social media, EDMs, maybe even paid ads. That’s great. But digital without earned media is like building a house without doors: people can see it, but they can’t get in.
PR and media relations are the bridge to credibility.
They help position your company not just as a service provider but as a thought leader, a trusted partner, a brand with a voice in the sector.
Here’s what public relations can do that digital alone often can’t:
- Get you into sector news (like InvestMETS, Mining Journal, Australian Mining, or global mining tech media)
- Build trust with potential investors, partners, and clients
- Create a lasting impression of leadership and momentum
- Shape your narrative before someone else does
For Comms Teams: You Don’t Need to Be a PR Expert
If you’re in a communications role and more comfortable with SEO and Canva than with pitching stories to journalists, you’re not alone.
Media relations is a specific skill—more strategic than tactical, more relationship-driven than algorithm-based. But it’s not out of reach.
Start small:
- Build a bank of stories: What’s happening in your company that’s newsworthy? Tech milestones, new contracts, leadership moves, innovations, data insights?
- Know the media landscape: Who’s writing about mining tech? What are they interested in?
- Align comms and business goals: PR isn’t a vanity exercise—it should support your commercial strategy. Are you targeting new clients in Chile? Trying to attract a JV? Looking for your next round of funding?
That’s where media strategy starts: understanding who you want to reach, why, and how media can get you there.
Small Company, Big Impact
Public relations isn’t about “looking big”—it’s about being visible and relevant to the right people at the right time. And in a complex, competitive field like mining tech, that can make the difference between being overlooked and being chosen.
So if you’ve ever thought, “We’re too small for PR,” maybe it’s time to flip the script.
You’re not too small. You’re exactly the size where PR can make the biggest difference.