Liverpool: Shipping needs to better engage the media, argues the head of a UK public relations firm in today’s Maritime CEO interview. Ben Pennington (pictured left with brother Sam, a co-founder of Polaris Media) told this site, “There are so many maritime businesses out there that are clueless how to promote themselves in the media.”
Speaking with maritime journalists Pennington said he knew how frustrated they are with shipyards not issuing regular news releases and not understanding the importance of building a positive relationship with the press for mutual benefit.
Pennington described maritime as an “old school” sector, which leads to a reluctance to embrace the media and marketing as its benefits are not fully grasped.
“This problem is compounded by the huge number of companies in the maritime sector for whom English is not their first language,” Pennington added. These companies struggle to build relations with the English written media because writing in English is a pain, he suggested. The media therefore does not hear all the news going on and much goes unreported.
As a result of this deficit Polaris, whose team is made up of former journalists, has just launched a new English language marketing toolbox for international marine companies.
In a release earlier this week Pinnington noted: “There are more than 50 maritime sector magazines, most of which are read worldwide. These magazines are at the heart beat of the sector and if you are not sending press releases to these magazines on a regular basis there is a risk of missing out on awareness raising and business opportunities.”
Shipping speaking more often and openly to the media is something Maritime CEO wholeheartedly supports. [09/01/14]