Posted on: 24 May 2021
Maritime London has hosted another successful webinar on 20 May. Entitled ‘Shipping Media & PR: Getting the Message Across’, the event brought together leading shipping journalists and PR professionals to discuss how the Covid-19 pandemic has highlighted the fragility of global trade and the vital role of shipping and seafarers. The topics included the crew change crisis, Ever Given media coverage, industry’s PR objectives and strategies, and much more.
Hosted by Maritime London Chief Executive Jos Standerwick, the panel included Marcus Hand, Editor, Seatrade Maritime News; Bill Lines, Director, Navigate PR; Ben Pinnington, Founder, Polaris Media; and Janet Porter, Editorial Board Chair, Lloyd’s List.
Janet Porter commented: “Top management of any company or organisation should always be prepared to talk to the press, and appear on television or radio, when necessary. For the shipping and maritime industry, that is particularly the case in the event of a casualty. Media training should be mandatory for all senior executives. But the best way to ensure the right message is delivered is to build up long-term relationships with leading publications, editors and reporters, and establish mutual trust. Be ready to comment on industry developments and market trends, rather than just talk about one’s own business.”
“Crucially”, she continued, “do not wait until an accident has happened before speaking to journalists for the first time. Learn to be comfortable with the media, rather than rely on intermediaries. Journalists will always respect those who are ready to make a comment, even when the circumstances are difficult. But remember, there are many positive, interesting, and informative stories that can be told as well, but which are often over-looked because of a reluctance in some quarters to engage with the media. That contributes to sea-blindness in many parts of the world, making it far more difficult for shipping to influence policy-makers and decision-makers over crucial issues such as the current crew change crisis.”
The recording of the webinar can be viewed on Maritime London YouTube Channel via this link.
