Education about abuses in mines and alternatives to gold mining
Challenge
The worldwide mining of precious metals is tarnished by glaring social abuses and ecological problems. People often work in mines under dangerous conditions and the use of highly toxic chemicals, such as mercury, destroys the environment. The mining of gold and other precious metals have also been linked to mining-related deforestation and inhumane child labor. Recycling precious metals can help prevent these human rights abuses and environmental destruction. However, public awareness about this is lacking and needs to be improved.
“Sadly people use natural resources recklessly. Therefore, when it comes to the use of raw materials, in our case precious metals, we strive to create awareness about what’s happening in the supply chains and the ecological footprint impact, so people can choose more conscious alternatives when making their purchasing decisions.”
CEO
C.Hafner
Targeted CEO positioning to generate interest
Solution
The C.Hafner precious metal refinery in Pforzheim is a sustainable, social, long-term alternative to mining gold and other precious metals in mines. The family-owned company recycles precious metals exclusively from old jewelery and industrial waste. C.Hafner is the world's first and only refinery to produce products in a climate-neutral manner, up to Scope 3.
C.Hafner’s ethical ecological and social standards serve as a basis to strengthen its image as a pioneer in the precious metals industry. Making use of CEO Dr. Philipp Reisert’s expertise and credibility, our dynamic PR strategy positioned him in direct dialogue with the media, opinion leaders, and the public. This valuable engagement enabled us to raise profile, broaden reach and focus on current topics within the innovation and sustainability sectors. Our dynamic PR plan of action also addressed the trade press, the daily and business media, and connected with relevant opinion leaders via LinkedIn.
Key Facts
”Placing CEO Dr. Philipp Reisert and C.Hafner across wide-reaching media and amplifying his voice on LinkedIn is a matter close to our hearts because we believe in working ethically. Our extensive PR and social media expertise enabled us to closely collaborate with Philipp to boost awareness about the abuses in the precious metals industry, and give sustainable alternatives the attention they deserve.”
Support and management of the positioning of the CEO Dr. Philipp Reisert on all channels
Serviceplan
Key Takeaways
#1
Credibility and competence are cornerstones
of successful CEO positioning.
#2
Progressive thinking and innovative technologies
are changing the precious metals industry.
#3
CEO positioning not only strengthens the
company image, but also generates attention to
industry injustices.
