In this compelling conversation, host Lindsey Schultz is joined by Carly Leonida, a seasoned mining journalist and the founder of The Intelligent Miner, to explore how the mining industry communicates—and how it can do better. Carly has spent over 15 years helping the sector find its voice, and through her work, she’s become a key advocate for more inclusive, human-centered storytelling in mining.
The episode opens with what’s exciting Carly right now: from addressing gender-based violence in mining to tackling topics like stakeholder engagement, governance, and youth engagement. She explains how The Intelligent Miner‘s community-led editorial model surfaces the stories that often go untold—ones circulating in hallway conversations but missing from mainstream coverage.
A major thread in the episode is the industry’s struggle to engage younger generations. Carly shares shocking statistics from Australia’s Mining and Automotive Skills Alliance revealing that over 70% of Gen Z respondents have no interest in mining, often perceiving it as doing “more harm than good.” The problem? They’re not wrong—they’re just unheard. Carly argues that we focus too much on statistics and not enough on perspective, missing huge opportunities to shape perception through plain-language, emotionally intelligent communication.
Carly and Lindsey also explore the untapped potential of non-traditional voices—from Indigenous communities to high school students using Minecraft to reimagine training environments. Carly emphasizes that mining doesn’t need to brag—it needs to invite. Show people the cool stuff: the tech, the tools, the innovations. If we do that, she says, “the story sells itself.”
The episode takes a deeper look at marketing innovation, or the lack thereof, in mining. Content creators like Jess Scanlon are paving the way, but the industry still struggles to monetize or support outreach efforts effectively. Carly highlights the need for mining companies to invest not just in new tech, but in new marketing paradigms—especially those that meet younger audiences where they are (think TikTok and gamification).
Finally, the two dig into how mining professionals can learn to communicate better—starting with listening. Carly shares techniques for tailoring messaging to different audiences, removing jargon, and writing with empathy. She offers a simple call to action: set your intention before engaging in difficult conversations, remain curious, and create space for dialogue—not just persuasion.
This is a must-listen episode for mining leaders, communicators, and anyone invested in shaping the future of the industry.
⏱️ TIMESTAMPS: ⏱️
[00:02] Lindsey introduces guest Carly Leonida and her background in mining media and The Intelligent Miner.
[01:15] Carly shares recent editorial themes: stakeholder engagement, social acceptance, and a powerful piece on gender-based violence.
[03:31] Credit to Femina Collective (Beth & Peggy) for channeling frustration into productive coverage.
[04:24] “I’ll be the girl who kicks the hornet’s nest”—Carly on sparking hard conversations.
[05:32] How she chooses stories: focus on the ones not being told, beyond the usual tech/finance beats.
[07:00] Call for investing in and retaining mining journalists to cover nuanced, cross-disciplinary topics.
[07:55] May 2025 theme: “Perspectives of Mining”—why Gen Z views matter.
[08:25] Insight from an Australian survey: ~72–73% of Gen Z respondents had no interest in mining; many think mining does more harm than good.
[11:30] Put people at the center—invite guest writers to use their own voice and stories.
[12:36] Why opening space for Indigenous voices, students, and outsiders improves solutions and stakeholder engagement.
[14:30] Gen Z + gaming: how Minecraft-style tools can aid operator training and safety.
[16:50] Don’t oversell—show the “cool stuff” (big trucks, automation) to spark curiosity.
[18:30] We need innovation in marketing too—support content creators and meet younger audiences where they are.
[20:50] Tailoring communication to the audience: explain acronyms, use plain English, and add helpful links.
[22:59] Check for bias, invite dialogue, and add calls-to-action: “Let’s talk about this.”
[25:45] Media shapes mining’s narrative—be proactive, not just reactive, and highlight safety/rescue excellence.
[27:04] Go beyond LinkedIn: invest in TikTok/YouTube skills and don’t be afraid to ask experts for help.
[29:22] The power of vulnerable leadership; bring more human-centric keynotes into mining events.
[30:27] Leadership course co-led by a neuroscientist; keynote slated for World Mining Congress in Peru.
[32:03] How to talk with skeptics: set intention (neutral, humble), listen, fill knowledge gaps, co-create solutions.
[35:03] Announcement: Sept 9 subscriber-only storytelling workshop with Jessica Scanlon, Dr. Hayden Mork, and Dr. Ian Stewart, plus a take-home workbook.
[37:48] Closing thought: everyday communication—at work and in life—can improve mining’s narrative.
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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