Why BC’s Natural Resource Sector Needs to Tell Its Story Better

Featuring insights from Nicole Paul of Talk Shop’s Corporate Communications Team.

Across panels, hallway conversations, and stakeholder sessions, industry and community leaders and policymakers demonstrated that there is strong recognition of the economic and social benefits of resource projects desire for them to succeed – yet media narratives are often dominated by loud, negative perspectives, leaving a gap between reality and perception.

For companies operating in BC’s natural resource sector, this gap presents both a challenge and an opportunity. It underscores a growing need for industry to move beyond reactive communications and become active advocates and proactive communicators – telling the full story of their projects, engaging early with communities, and building trust through consistent, transparent dialogue.

A Sector Doing More Than It Says

The resource sector in BC is evolving. Companies are investing in innovation, strengthening environmental practices, building meaningful Indigenous partnerships, and creating long-term economic opportunities in communities across the province. Yet much of this work remains invisible.

At recent conferences, leaders spoke openly about the disconnect: while companies are focused on regulatory milestones, technical achievements, and operational progress, communities and government decisionmakers want to understand the proactive steps companies are taking and a project’s full impact. They want to hear through case studies and action how will these projects affect local economies, communities and the environment?

The result is a communication gap. When industry and its supporters are not vocal advocates sharing positive stories, media coverage and public perception is shaped by the loudest voices rather than the most representative ones.

Broad Support Deserves a Platform

Companies cannot rely on project approvals, technology investments, economic reports, or stakeholder agreements to speak for themselves. While these are often amplified within industry circles, demonstrating broad support requires amplification, accessible storytelling, and a willingness to elevate the voices of those who benefit from and believe in these projects.

When communities see their perspectives and contributions reflected in the conversation, trust grows. When they do not, silence can be mistaken for uncertainty.

Lead With Impact, Not Just Activity

Technical updates and regulatory milestones are important, but they rarely resonate beyond industry audiences. What matters to communities is respect, creating impact and being a good corporate citizen. That includes:

• Contributions to community priorities, development and resilience

• Providing economic stability for families and businesses

• Investing in infrastructure, training and environmental protection

• Indigenous partnership with depth and respect

• Seeking input throughout the project lifecycle

• Creating local and regional jobs

Human-centred narratives are often the most compelling story to help bridge the gap between complex resource development and public understanding. Offering a spokesperson to a community or regional media outlet or using these people to be the voice “of the numbers” in online content is often the best way to share these stories.

Proactive Communication Builds Trust

A recurring theme in conversations with industry communicators was clear: waiting to communicate until opposition emerges is no longer viable. Even when a company is a long term operator in a region, they often seem surprised when an opposition group reaches out to the media. Alternatively, companies who have met regulatory requirements for engagement feel surprised when community members feel uninformed because communications are not meeting people where they are at.

Consistently being on the right channels and proactively connecting, even when you don’t have “news” allows you to build relationships and ensure positive stories and voices are included. Proactive communication could look like:

• Humanizing projects by showing the people behind projects including operators, engineers, environmental specialists, and community partners – not just company executives

• Engaging local and regional media beyond announcements and news - bring them in for tours, connect proactively so they have the most up to date information.

• Be creative in the channels where you’re communicating - ensure your message is being shared on social media, local community boards, at the farmers market or in a podcast that is relevant to your audience.

• Sharing regular progress updates - particularly around positive community feedback and opportunities to engage

• Addressing concerns early, proactively and transparently. Simplify information so that the community can understand but have more complex data available for those who want it.

Trust is built over time. Organizations that communicate consistently are better positioned to navigate scrutiny when challenges arise.

From Passive Presence to Active Advocacy

The conversations emerging from these recent industry events point to a broader shift: the natural resource sector must move from being a passive participant in public dialogue to an active advocate for its work.

Context strengthens understanding. This is not about promotion for its own sake. Strong projects deserve strong communication. And in today’s environment, the success of resource development depends not only on operational excellence, but on how clearly its value is understood.

At Talk Shop, we work with organizations across the natural resource sector to help translate complex projects into meaningful stories – connecting companies with communities, building trust with stakeholders, and ensuring that the full spectrum of voices shaping BC’s future is heard.