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Gold/Mining/Energy : SOUTHERNERA (t.SUF) -- Ignore unavailable to you. Want to Upgrade?

To: VAUGHN who wrote (3411)	5/19/1999 9:06:00 PM
From: Goalie	Read Replies (2) \| Respond to of 7235

Hello Vaughn: I guess I take the attitude that hope is eternal... Like you, I have sent mail to CJ and to my surprise I got a personal phone call from him a while back. We talked for about 25 minutes; I recited my complaints -- I believe they're similar to yours. He responded frankly and to the point and was not shirking away from issues I raised. It gave me a hope that slowly, but surely, things will improve. I also have faith in the three new directors-to-be; I think their voice will be heard around the table, and south of the border; and perhaps with "new blood" and "new ideas" will come the sense that SUF has to make a valiant effort in improving Investor Relations. Its an absolute must and I think CJ knows that. He's an excellent "diamond hunter" but he's not an expert in PR! Likewise, some members of his team are clearly not suited to be spokesmen for the company. They are experts in the field of mining but not in public relations! That responsibility has to be delegated to a person or persons who have the credibility on camera, who can talk in "sound bites", who can translate complex geological terminology (as you do for us so well, for which we are very grateful!!!) to layman's language, and who can write a News Release like it was a good news story (while keeping the TSE watchdogs at peace)! Its not good enough to issue a convoluted press release and hope the public will rush to buy the stock! You have to tell the story so people can evaluate on their own! The spokesman for SUF has to have the credibility with the investors (the public) as well as the backroom boys at brokerage houses. Although the analysts can be handled by CJ and KF, or LB -- the backroom boys feast on technical data, but we need the bread and butter interpretations in order to do our DD, and not be in a disadvantage. A good PR firm with solid credentials will do wonders for this company. SUF has a great story to tell, but despite using the usual suspects to this end, they haven't been able to tell that story the way it should be told! For example, when the FP prints a negative story (they sure don't print anything positive about SUF), SUF simply shrugs instead of taking the FP to task by presenting the facts. I suspect the negative stories get written because the "spokesman" for the company is totally inadequate to deal with the press. He may be too timid to respond properly; perhaps fearing that if he is quoted in the press the TSE will jump all over the company. Perhaps he is not comfortable with "public speaking" or to sit in front of a camera and be the subject of an interview. A lot of people are uncomfortable when put into that situation. But SUF has to understand that if you want good public relations, you hire a PR firm. If you want good advice about mining laws, you hire a law firm. If you want to fix your car, you take it to a good mechanic! This they MUST do....! And, that's my long-winded take on this issue. As for your unanswered fax, I am a bit surprised! It must have fallen between the cup and rim... Yes, you are entitled to a response, even if it is only to acknowledge receipt of same! Will you able to attend the AGM? Did you call the office to say you haven't received a reply? I would persist and get a message to CJ, or LB that you haven't received a reply to your fax, and you are entitled to one! As for the marks for promises kept from the last AGM, I will give it a B-. Regards. Goalie.