In this lively, fast-moving conversation, host Lindsey Schultz sits down with geologist-turned-educator-turned-entrepreneur Elizabeth Freeman, founder of Nuna, to explore how the mining industry can tell its story with more creativity, accuracy, and heart. From AI-enabled content to youth outreach and community visibility, Elizabeth makes the case for bolder, more authentic communication that reflects the very best of mining.
What’s exciting Elizabeth right now? Generative AI. She’s using it to build assets for clients and democratize representation, noting how hard it was to find realistic visuals—especially of Black women geologists—before AI tools caught up. For her,AI is a force multiplier that helps mining speak visually to new audiences without diluting technical rigor.
Elizabeth’s worldview is shaped by on-the-ground experience across exploration and production in Alaska, paired with time teaching resource education. That combination fuels her unapologetically pro-mining stance and sharpens her sense for blind spots. Chief among them: a visibility gap. Companies are doing impressive work—from environmental stewardship to people-first culture—but the public rarely sees it. She argues industry should take more risks on platforms like TikTok and Instagram, bring CEOs to the front, and normalize “messy middle” honesty. The data point that surprised her most? Her posts often receive more pushback about AI than about mining itself—proof that how we communicate may matter more than what we say.
The conversation zeroes in on youth. Lindsey and Elizabeth agree: if mining wants future talent and trust, it must meet young people where they are, speak plainly, and make it fun. Authenticity beats polish. Small, consistent actions—showing work in progress, admitting you don’t have all the answers, inviting dialogue—build credibility.
Inside organizations, Elizabeth sees another gap: misalignment between corporate plans and communications. When comms aren’t integrated with the business roadmap, audiences get lost. The fix isn’t always a bigger budget—it’s consistent storytelling, incremental experimentation, and feedback loops from the community and workforce.
Celebrating people is a high-return starting point. Elizabeth champions public recognition—think airport screens, local TV, and social feeds—featuring real employees and their families. Support the local softball team, match employee nonprofit donations, and spotlight 30-year underground veterans by name. Recognition fuels retention, pride, and public goodwill.
Finally, Elizabeth shares Nuna’s origin story: seasonal downtime led her to manage social channels for a consulting firm; demand grew; AI unlocked inclusive visuals; and a “for us, by us” approach—marketers who know the core shack—became Nuna’s edge.
Her tagline for geology? “Just dig it.” And her rallying cry for the industry: make mining sexy again. The message is clear—be visible, be real, and tell the human story behind the ore.
Meet Our Speakers:
👤 Elizabeth Freeman, Geologist and Founder of Nuna LLC.
🎙️ Lindsey Schultz, CEO of MRC Recruiting
⏱️ TIMESTAMPS: ⏱️
0:03 – Lindsay introduces herself and guest Elizabeth Freeman of Nuna.
0:09 – Episode theme: “Storyteller from the Core” (mining, messaging, meaning).
0:16 – Framing: Elizabeth on mining, messaging, and meeting.
0:23 – Guest bio & why this matters for mining/energy; follow/subscribe CTA.
1:04 – Warm welcome and rapport between host and guest.
1:22 – First question: what’s exciting you in your work right now?
1:28 – Elizabeth: rapid advances in generative AI and creative applications.
2:10 – Host on using AI less creatively; curiosity to learn Elizabeth’s approach.
2:35 – How exploration + education background shapes her storytelling; unapologetically pro-mining while acknowledging healthy critique.
3:57 – Seeing youth perceptions exposed communication gaps in the industry.
4:26 – Teaching kids where “modern life” comes from; breaking industry silos.
6:19 – Communicating with younger audiences: authenticity, measured risks on platforms like TikTok; bigger players should lead.
7:54 – Early results: next-gen response to content; often more anti-AI than anti-mining.
8:24 – Be real, iterate publicly; authenticity beats conformity for engagement.
9:46 – Positivity and solution-oriented storytelling as a counterweight to negativity.
11:55 – Local context (Alaska): extractives underpin the economy; “more flies with honey.”
12:29 – Visibility gap: great work on sites isn’t reaching kitchen-table conversations or voters; align corporate plans with comms.
14:48 – Incremental comms > big budgets; recognition, belonging, and talent attraction.
16:15 – Celebrate employees/families; community support examples (matching donations, local sports).
17:45 – Public recognition campaigns (“I am mining”) should reach beyond the industry bubble.
19:08 – Simple “thank yous” and spotlighting long-tenured workers go a long way.
20:06 – Why she founded Nuna: off-season social media work snowballed; “for us, by us” marketing led by a geologist.
22:14 – Using AI to create underrepresented visuals (e.g., Black female geologists); blending technical and marketing acumen.
23:26 – Fun closer: if geology were a brand, its tagline? “Just dig it.”
24:33 – “Make mining sexy again”; plugs and wrap-up for listeners.
Connect with us on LinkedIn and check out monthly episodes of Ore-atory: Elevating Mining Minds on Apple Podcast or Spotify, where we continue to explore the mining industry workspace.
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