PR and media relations
«The single most effective way to communicate your company’s strengths and values is to develop long-term relationships with key journalists based on trust and regular personal contact».
CONNECTING WITH DECISION-MAKERS
PR is all about YOU, defining opinions and building reputation to drive survival and achievement. It’s about promotion and success. It’s about honesty, understanding and information. It’s about building and deepening relationships with key market stakeholders, from customers and suppliers, to employees, investors and journalists.
We get you recognised in the right place at the right time, utilising what is widely regarded as the best press network in the maritime and other ocean industries.
WIDEN YOUR REACH WITH BLUE-C’s CONTENT DISTRIBUTION
Blue-C helps YOU optimise your investment in content and determine the best distribution channel. Creating content distribution strategies is probably the most important activity for a PR professional.
With the largest database of maritime and business-to-business media contacts worldwide, Blue-C can offer global distribution of press releases and other corporate content. Our extensive network means we can tailor distribution of content to effectively reach your target group. And make a difference where it matters most.
In addition, we have our own unique network of over 200 journalists from the maritime and mainstream press. We are proud to say that we know them personally, knowing exactly who to contact to get you the exposure your company deserves.
OUR PR SERVICES
- Press tours
- Press conferences
- One-to-one interviews
- Press briefings
- Press releases
- Press office organizing
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Roundtable press event
- Media roadshow
- Product launch
- Media buying
- Global media distribution
- Strategic PR consulting, planning & implementation
- Special events designed for industry-specific outreach
- Media relations
- Content (press materials, speeches, bylines, op-eds, promotional copy)
- Naming ceremony
Looking to showcase your maritime hub or company, contact: Christina Dupré Roos, christina@blue-c.no
PRESS DAY
Nor-Shipping London Press Event
More than a dozen journalist representing both trade and business publications gathered at DNBs offices in central London to learn more about Nor-Shipping and meet with top Nor-Shipping partners to hear their views on some of the industry’s most pressing issues
Nor-Shipping’s Director Sidsel Nordvik kicked off the event by announcing the theme of the event (#FUTUREPROOF). She shared details about the high-level Ocean Leadership Conference. She also introduced some exciting new conferences, including Seabed Minerals, LNG, and Ocean Invest.
The event also featured presentations by Nor-Shipping partners, including Christos Tsakonas, Global Head of Shipping, Ocean Industries DNB, Camilla Knappskog, Head of Communications, Höegh Autoliners, Murali Srinivasan, SVP Yara Clean Ammonia, Kjersti Aass Program Manager Ocean Stewardship Coalition, UN Global Compact and Akash Dua, Regional Business Development Manager West Europe, DNV.
Our thanks to DNB’s Leif Håkonsen (Head of Strategic Business Advisory and Support, Ocean Industries) and the team at DNB London for hosting a truly memorable event!
PRESS TOURS
CONNECTING MARITIME COMPANIES WITH GLOBAL MEDIA
In February 2026, Blue-C organised an international maritime press tour to Gothenburg and Donsö, bringing together leading journalists from global shipping media with companies across the Swedish maritime value chain. Over several days, editors were given direct access to industry leaders, operations and technologies shaping the future of shipping, creating the kind of insight and conversations that are difficult to capture from a distance.
Press tours like this are designed to generate meaningful dialogue between companies and journalists, while also creating opportunities for editorial coverage and long-term media relationships. The opinion piece below, published by TradeWinds, is one example of the coverage that followed the visit.
In addition to media exposure, initiatives like these help companies build stronger networks with international journalists and position themselves within important industry conversations.
Read the article here: Small island mindset of Donso is an example of self-belief and the law of Jante
We took journalists to Ålesund. Forbes.com took the story to the world
We recently organised a press tour to Ålesund, bringing international journalists aboard to meet the companies, founders and innovators behind one of the world’s most remarkable maritime ecosystems.
The attending companies opened their doors, shared their stories and insights, generating global media coverage, including a full editorial feature in Forbes.com by award-winning journalist Heather Farmbrough.
✅ The article tells the story of how a region built on herring boats became a global leader in high-tech shipping, featuring Havila Shipping ASA, Olympic Subsea ASA, Ulstein and others.
A huge thank you to everyone who helped make the press tour possible, and especially to our own Christina Dupré Roos, who once again demonstrated why thoughtful media engagement creates lasting value.
This is what a well-executed press tour delivers. Not just coverage. The right coverage, in the right publication, for the right audience.
Read the article here: From Herring Boats To High-Tech Ships On Norway’s Northwestern Coast
MEDIA ROADSHOW
Journalist Roadshow: Bringing the maritime story to life
At Blue-C, we help our clients cut through the noise with tailored Media Roadshows that put their leadership teams directly in front of the journalists who shape the maritime agenda.
These full-day programs combine strategic messaging with curated one-to-one interviews, ensuring the right stories are heard by the right audiences.
From in-depth conversations on digitalisation and sustainability to roundtable press dinners that extend discussions into the evening, our events are designed to build relationships, spark meaningful dialogue, and create media momentum that lasts long beyond the day itself.
Most recently, we organised a full-day Media Roadshow in Oslo for a leading maritime technology provider, bringing senior leadership into the spotlight for a series of back-to-back interviews with influential international shipping and energy journalists.
Across the day, the CEO and VP Shipping met individually with editors and correspondents from respected outlets including Lloyd’s List, TradeWinds, DN Media Group, Xinhua News Agency, ShippingWatch and Mer et Marine
Each session was designed to create space for deeper conversations around the future of shipping, digital decision-making and the increasingly critical role of data and weather intelligence in safer, more sustainable maritime operations.
The roadshow concluded with an evening press dinner in Frogner, where discussions continued in a more informal setting, strengthening understanding, relationships and editorial interest for the months ahead. These types of bespoke media engagements enable our clients to directly shape the industry narrative; turning complex innovation stories into meaningful coverage that reaches the audiences who need to hear them.
If you’re looking to elevate your brand narrative and accelerate industry visibility, this is how we make it happen.
Accordion Content
MEDIA SHIP VISIT
First ever cargo vessel with wind assisted propulsion at SMM with bound4blue
Barcelona, August 28: This year’s SMM will be the first major maritime event to host a vessel featuring an advanced Wind Assisted Propulsion System (WAPS), with the 2,850 dwt Eems Traveller sailing in to dock at Überseebrücke, Hamburg, for the 3rd and 4th September. The Dutch-flagged, Amasus-owned general cargo ship will showcase its two, 17-meter-high eSAILs® (suction sails)…
- Amasus-owned vessel Eems Traveller docks at Port of Hamburg 3-4 September to showcase bound4blue’s eSAIL® wind propulsion system at SMM 2024.
- Wind set to make major SMM impact in ‘new regulatory reality’
Barcelona, August 28: This year’s SMM will be the first major maritime event to host a vessel featuring an advanced Wind Assisted Propulsion System (WAPS), with the 2,850 dwt Eems Traveller sailing in to dock at Überseebrücke, Hamburg, for the 3rd and 4th September.
The Dutch-flagged, Amasus-owned general cargo ship will showcase its two, 17-meter-high eSAILs® (suction sails) from bound4blue, demonstrating how wind can help an industry in transition to cut costs, emissions, and comply with increasingly stringent regulations. The turnkey solution was installed in two easy phases, with the sail foundations fitted during a scheduled vessel stop in the Netherlands for a five-year class renewal survey, before the sails themselves were installed – in just four hours – at the Port of Bilbao.
Clean advantage
bound4blue’s autonomous eSAIL® technology is robust, simple and market proven. It works by dragging air across an aerodynamic surface to generate exceptional propulsive efficiency, with zero operational input from crew. This dramatically reduces fuel use, OPEX and emissions to air.
The reality of these efficiencies will be revealed to stakeholders at SMM, with bound4blue sharing operational test data onboard the Eems Traveller. This will also give visitors the opportunity to see the technology, and learn about its operation, up close.
Perfect timing
“Eems Traveller is a landmark vessel,” comments David Ferrer, co-founder and CTO, bound4blue. “The twin sails installed in July 2023 were, at the time, the largest ever suction sails seen in maritime. Operations to date have delivered a wealth of in-depth data to demonstrate their tangible environmental impact. We look forward to sharing our findings at SMM. In addition to our own testing and validation, Lloyd’s Register has now also been tasked with conducting a third-party evaluation to verify achieved performance and savings.”
Ferrer continues: “We’re indebted to Amasus, and the sustainability focus of Port of Hamburg, for the opportunity to showcase the power of wind with more than just words – giving the industry a chance to experience the technology and learn about its transformative effect. Given the impact of regulations such as EU ETS, CII and the upcoming FuelEU Maritime move, I can’t think of a better time to push wind power up the shipping agenda.”
bound4blue and Amasus will utilise the vessel as a platform for press conferences, visits, and general engagement with shipowners, class societies and other leading decision makers over the course of its two-day visit. Representatives from both the technology supplier and the ship’s crew will be on hand to answer questions and discuss how to harness the power of a free, available and completely renewable energy source.
A special event on Tuesday afternoon will see all three bound4blue co-founders in attendance, sharing insights and developments with partners and key industry contacts.
Enabling the future
A statement from Amasus notes: “The industry is continually discussing which pathway offers the best route to decarbonisation. Here at Amasus we believe there is no one course, but rather a range of routes to travel upon, combining breakthrough and emerging technologies to make positive impacts today.
“In this regard, we see wind as a key enabler for a greener shipping future. Eems Traveller is a manifestation of that belief, showing how owners can partner with trusted suppliers to deliver meaningful gains – and not just from environmental and regulatory perspectives, but also commercially. We look forward to joining with bound4blue to share those insights at SMM.”
Preferred partners
In addition to the operational impact and broader potential of wind, bound4blue will also use the press events to reveal further development news. This follows on the heels of a range of contracts and installations that are consolidating the company’s position at the vanguard of the wind revolution.
Recent eSAIL® agreements have been reached with major names such as Eastern Pacific Shipping, Louis Dreyfus Company and Odfjell, with installations scheduled in the coming months.
eSAILs® are suitable for both newbuilds and retrofitting across the huge majority of vessel segments, including, but not limited to, Tankers, Bulkers, Ro-Ros, Cruises, Ferries, Gas Carriers, and General Cargo vessels.
bound4blue will also be appearing ‘on shore’ at SMM with a stand in Hall A4 (number 229). For further details, or to arrange a visit onboard Eems Traveller, please contact press@bound4blue.com.
To discover more please see www.bound4blue.com
Ends
Contact information:
bound4blue
Dana Camps | T. +34 938 33 73 92 | press@bound4blue.com
About bound4blue
bound4blue develops automated wind-assisted propulsion systems as a turnkey solution for all shipowners and shipping companies seeking to reduce fuel costs and polluting emissions. bound4blue’s eSAIL® system is a validated solution for saving fuel and emissions, completely autonomous, with low maintenance and easy installation onboard, being the most cost-efficient wind propulsion technology today. It is suitable for Tankers, Bulkers, Ro-Ros, Cruises, Ferries, Gas Carriers, and General Cargo vessels, regardless of their size or age. The company, founded in 2014 with a vocation clearly focused on the renewable energy sector in the maritime field, has its headquarters in Cantabria (Spain) and offices in Barcelona and Singapore. The company has installed its eSAIL®system on four ships and has signed additional agreements with other shipowners like Eastern Pacific Shipping, Marflet, Louis Dreyfus Company, Marubeni Corporation, Odfjell and SNA TUHA’A PAE to install the system on their fleets.
For more information, visit: www.bound4blue.com
About Amasus
Amasus is a full-service shipping office, located in the former nautical school and the Abel Tasman National Monument in Delfzijl. Amasus has been engaged in chartering and total ship management for its own fleet of ships, for a large number of shipping companies and captain owners for more than 43 years, having also terminal facilities in Eemshaven and in the port of Delfzijl. Amasus owns and operates ships in the shortsea, bulk, general cargo, offshore and worldwide heavy lift (incl. RoRo) market and, in its vision, the creation of added economic value should be combined with social justice and a healthy living environment. Corporate social responsibility is Amasus´ chosen tool to create a balance between the economic, social and environmental aspects of its corporate policy, and technical innovations play an important role in the company. Amasus is constantly supporting the continuous improvement of navigation, sensoring, monitoring, maintenance, sustainability and prevention of incidents, acting as an initiator, participant and supporter in a number of innovative projects in these areas.
For more information, visit: https://www.amasus.nl/en/
PRESS DAY
EU ETS deep dive at London Press Day
We’re thrilled to be back in London where our head of PR, Christina Dupré Roos, has conducted another successful Blue-C Press Day. In the spotlight were Hamburg-based maritime technology firm OceanScore and its client Döhle Group as 14 top-tier international maritime journalists gathered to gain fresh and insightful perspectives on how to navigate the complexity of the EU ETS. Döhle Group’s Matthias Bloete eloquently outlined the…
We’re thrilled to be back in London where our head of PR, Christina Dupré Roos, has conducted another successful Blue-C Press Day.
In the spotlight were Hamburg-based maritime technology firm OceanScore and its client Döhle Group as 14 top-tier international maritime journalists gathered to gain fresh and insightful perspectives on how to navigate the complexity of the EU ETS.
Döhle Group’s Matthias Bloete eloquently outlined the operational challenges of the EU ETS and the strategic benefits of implementing the OceanScore system. And Albrecht Grell of OceanScore unpacked its ETS Manager/EUA Trader solution, while also sharing valuable feedback from across shipping segments and explaining the impact of onboard CCS on EUA liabilities.
Their presentations sparked engaging and informative discussions, with questions answered and concerns addressed to demonstrate the validity of OceanScore’s solution.
These face-to-face press events underline the value of providing a forum for dialogue and knowledge-sharing between our clients and the influential journalists who form industry narratives.
Events like these are a testament to the power of direct communication in PR. They foster a deeper understanding of key industry topics by providing a platform for players to convey their expertise, while generating trust and fruitful relationships with the media that go beyond the written word.
We’re proud to facilitate these arenas, contributing to transparent and informed reporting that shapes the future of the maritime industry.
Stay tuned for more updates and insights from Blue-C press events!
PRESS BRIEFINGS
Press to play: How media briefings can elevate news and generate publicity
Effective news dissemination is about more than just a clever pitch, catchy headline and well-crafted copy. Amid fierce competition for attention, building media relationships is also crucial to gaining traction with the maritime trade press – and online briefings can serve precisely that purpose. A company announcement about a new product launch, acquisition or flagship…
Effective news dissemination is about more than just a clever pitch, catchy headline and well-crafted copy. Amid fierce competition for attention, building media relationships is also crucial to gaining traction with the maritime trade press – and online briefings can serve precisely that purpose.
A company announcement about a new product launch, acquisition or flagship innovation can easily be drowned in the deluge of information that daily floods the desks of publication editors, constraining coverage and diluting the market impact of a significant development.
An online press briefing provides the opportunity to share your message in a live virtual session with a select group of trade journalists that are given privileged access to the news prior to wider media distribution and are able to ask questions on specific points.
Ringside seat for media
By securing a ringside seat, journalists gain a first-mover advantage and can differentiate their stories with the desired angle and deeper insights according to their audience, while being able to pursue other lines of inquiry for potential follow-up articles.
The allure of exclusivity represents a strong incentive for participation by leading publications that are always keen to be first with the news and add value to stories. This can also have a domino effect across media once the press release is published to ensure more widespread coverage.
Face-time with company executives is a win-win for both parties, enabling companies to get to know key journalists, better understand their requirements and build strong media relationships for the future, while establishing media trust in the company as a credible source of information.
Fruitful dialogue
The experience of Blue-C has been that hosting such press briefings has resulted in a fruitful ongoing dialogue between companies and journalists that is mutually beneficial, providing valuable input for articles while allowing executives to position themselves as thought leaders on key topics. This also makes it easier when pitching future articles for publication.
An online briefing is a flexible and accessible way of gathering media representatives from different parts of the world within a short time-frame to coincide with tight news scheduling.
Furthermore, physical press days in maritime media hubs such as London or Singapore also provide the opportunity for greater social interaction to strengthen long-term relationships. And high-level roundtable discussions – either online or in person – featuring company experts can also be used to focus on key industry topics to attract media interest and stimulate dialogue.
Enhancing credibility
As well as giving journalists valued access to reliable information and enhanced technical understanding of complex topics such as regulatory changes, these media forums serve to enhance a company’s credibility through knowledge-sharing and transparency.
Companies that engage directly with journalists when releasing important news are able both to communicate clearly and amplify their key message through coverage in well-regarded publications, achieving wider reach at relatively low cost.
When looking to generate publicity, it is necessary to know who you are talking to…
With an extensive media network and in-depth industry knowledge, Blue-C has long experience and professional expertise in hosting online press briefings and similar events for different maritime companies. Feel free to drop us a line at Blue-C, the leading maritime communications agency in the Nordics, and NME partner. Contact: kent@blue-c.no
MEDIA PARTNERSHIPS
From The Fjords to Northern Explorer: Elevating a pioneering project with Blue-C media partnership
The distinctive design of The Fjords’ innovative sightseeing vessels makes them stand out – but they were an eye-catcher long before they hit the water through the company’s successful media partnership with leading maritime PR consultancy Blue-C that gave the project global exposure. Delivery of Vision of the Fjords (2016) and Future of the Fjords…
- Blue-C helped build global visibility and credibility for The Fjords’ pioneering vessels.
- Northern Xplorer advancing a zero-emission cruise ship concept for northern destinations.
- Strategic publicity boosting stakeholder confidence on pathway to construction.
The distinctive design of The Fjords’ innovative sightseeing vessels makes them stand out – but they were an eye-catcher long before they hit the water through the company’s successful media partnership with leading maritime PR consultancy Blue-C that gave the project global exposure.
Delivery of Vision of the Fjords (2016) and Future of the Fjords (2018) has raised the game for green operations in this niche segment as the vessel pair have demonstrated a new standard for low-impact tourism in some of Norway’s most sensitive destinations, including the UNESCO-listed Nærøyfjord.
Proven publicity impact
“The Fjords really demonstrated first-hand what focused, international communications can deliver, enabling us to capitalize on widespread market attention to turn bold ambition into a commercial reality,” says Rolf André Sandvik, who developed and led the innovative project, and is now looking to redefine sustainable cruising with his latest venture Northern Xplorer.
“We could see it directly on the bottom line: Blue-C’s thorough communications work was a real contributor to The Fjords’ success, helping us achieve global exposure that translated into measurable business results.”
Blue-C supported The Fjords with professional English-language content and proactive media services that strengthened brand credibility, helped secure investor support for construction, and created strong awareness ahead of launch.
Press tours leading up to the delivery of each vessel boosted the “enormous attention” gained by the project across the globe, contributing significantly to its subsequent success while also giving visibility to participating suppliers, according to Sandvik.
And he believes the publicity generated by Blue-C was a major contributing factor to each vessel winning Skipsrevyen’s Ship of the Year award – previously unheard of in the industry.
Same playbook, bigger ambition
Building on that experience, Sandvik is now going to the next level with Northern Xplorer that aims to develop the world’s first zero-emission cruise ship to promote premium, eco-friendly and small-scale cruise exploration in the north.
Like many start-ups with high ambitions and complex projects, Northern Xplorer depends on credibility and market confidence to convert a pioneering concept into a buildable reality. And, to accelerate that journey, Northern Xplorer Founder and CEO Sandvik has continued the collaboration with Blue-C.
“Blue-C’s extensive global maritime media reach has been instrumental in helping us build awareness and credibility in the right arenas,” says Sandvik. “That visibility has supported our investor dialogue and strengthened recognition of the project across the wider maritime ecosystem.”
Zero-emission cruise concept
Through targeted storytelling and global distribution of press releases, Northern Xplorer has highlighted key project developments – such as its letter of intent with Portuguese shipbuilder West Sea – resulting in follow-up interviews with leading maritime publications and opportunities to present the project at relevant industry events.
“This visibility has helped move us from early concept into a far more mature phase,” Sandvik says. “It has strengthened stakeholder confidence as we work to finalise the remaining pieces needed to start construction.”
Northern Xplorer is progressing an advanced premium explorer vessel concept designed to meet rising sustainability expectations and tightening regulation in sensitive fjord destinations. The 250-passenger concept is built around fully electric propulsion, with energy supplied by batteries and hydrogen fuel cells, and charging via clean shore power when in port (subject to final engineering and approvals).
Creating value, curbing overtourism
The concept aligns with the direction of travel in Norway’s fjord regulation, including zero-emission requirements in World Heritage fjords from 1 January 2026 for passenger vessels under 10,000 gross tonnes, and from 1 January 2032 for larger vessels.
Beyond the environmental footprint, Northern Xplorer aims to support a healthier tourism model. By developing new itineraries and destinations, the concept can help reduce congestion at established hotspots while generating economic activity for smaller communities.
“As demand for sustainable cruising grows, the winners will be those who combine technology innovation with credible market positioning,” Sandvik says. “That’s exactly why we continue to work with Blue-C – to help repeat the success we achieved with The Fjords.”
Blue-C Managing Director Kent Erik Kristiansen says: “It is truly an honour to support Northern Xplorer’s efforts to carve an innovative sustainability path for others to follow in cruise and passenger shipping. We are delighted to be a part of this story.”
GLOBAL VISIBILITY
Q&A: Turning maritime expertise into global visibility with Blue-C
In a crowded and fast-moving maritime market, getting your message heard is not always straightforward. In this interview, Blue-C’s Press Relations Manager Christina Dupré Roos explains how targeted media and content strategies can help maritime companies stand out and create real commercial value. Q: Many maritime companies are highly technical. Why does communication matter so…
In a crowded and fast-moving maritime market, getting your message heard is not always straightforward. In this interview, Blue-C’s Press Relations Manager Christina Dupré Roos explains how targeted media and content strategies can help maritime companies stand out and create real commercial value.
Q: Many maritime companies are highly technical. Why does communication matter so much now?
A: Because even the strongest technical solution has limited impact if no one understands it. Maritime businesses are solving complex challenges, from decarbonisation to digitalisation, but those stories often remain buried in technical language. Our role is to translate that expertise into clear, engaging narratives that resonate with decision-makers, partners, and customers. When done right, communication becomes a business driver, not just a support function.
Q: What makes Blue-C different from a traditional PR agency?
A: We specialise in maritime and ocean industries, and that focus matters. Our team consists of professional B2B writers – with native-English expertise and experience from top-tier publications such as TradeWinds and Upstream – who understand the sector and can explain complex topics in comprehensible and credible language. We don’t just produce content, we shape stories that position clients as trusted voices. We also combine writing with targeted PR distribution, using a global network of maritime media contacts to ensure content reaches the right audience.
Q: What do you consider as the key elements in a successful PR collaboration?
A: Mutual understanding, trust and consistency. Collaboration with a trusted PR partner is essential to maintain marketing momentum and create value in a long-term perspective. Consistent messaging and professional communication build brand credibility and create audience engagement to generate business with both existing and new clients. Our partnerships with a diversity of maritime clients – from shipping companies to equipment suppliers and technology firms – have demonstrated that specialist industry expertise really counts in a competitive PR arena.
Q: What kinds of services do you typically provide to maritime clients?
A: It ranges widely. We develop press releases, thought leadership articles, CEO profiles, white papers, and full-scale content campaigns. We also support media outreach, event publicity, and editorial placements, as well as host press tours around the world. The goal is always the same: to build visibility and credibility in the markets that matter most.
Q: How does this translate into real value for a shipping or maritime company?
A: Visibility leads to opportunity. When your company is consistently featured in respected industry media, it strengthens your brand, supports sales conversations, and opens doors to partnerships. It also helps attract talent and investors. We often see clients move from being relatively unknown to becoming recognised voices in their niche within a short period.
Q: Maritime companies often operate globally. Can you support international communication?
A: Absolutely. Many of our clients are global, and we produce English-language content tailored for international audiences. Our distribution network allows us to place stories in key markets worldwide, ensuring the message travels beyond local boundaries.
Q: If a company is new to PR, where should they start?
A: Start with your story. What problem are you solving? Why does it matter now? From there, we help shape that into content that is both informative and engaging, then make sure it reaches the right people. You don’t need to do everything at once, but you do need to start communicating consistently.
For maritime companies looking to raise their profile, the message is clear: strong communication is no longer optional. It is a strategic tool for growth.
Connect with Blue-C at blue-c.no or contact: christina@blue-c.no
GET NOTICED
Amplifying your message: how to be HEARD above the NOISE…
It has become harder than ever to get your message across amid the cacophony of competing narratives in the media marketplace. So how do you craft a press release to achieve a meaningful impact in this crowded space? You probably know the story: your product launch, latest major contract or landmark partnership that has been…
It has become harder than ever to get your message across amid the cacophony of competing narratives in the media marketplace. So how do you craft a press release to achieve a meaningful impact in this crowded space?
You probably know the story: your product launch, latest major contract or landmark partnership that has been long in the making can finally be revealed to the world. The press release is issued with a fanfare so it’s just a matter of time before the big news is out and the watching millions start clicking on it, right?
Hitting the mark
Perhaps not. Because, while this may be a planet-shaker for your company, it may fail to reach your target audience due to a lack of knowledge about hitting the right media channels or weak messaging that leaves it on a publication’s cutting room floor. And a great marketing opportunity is lost.
Infact, some 97% of journalists believe most of the 50-plus news pitches they receive each week are irrelevant and only 8 out of 100 pitches are worthy of a response, according to media survey data.
A typical misperception of marketing departments is that the level of internal interest around a company’s next big thing is mirrored in the wider world. While this may be true in some cases, such as enterprises with mass consumer appeal like Apple, most companies need to get their external communication right to hit the mark.
Need for tailored messaging in maritime
This is especially the case in maritime where the multi-faceted nature of the industry necessitates a tailored messaging approach that is timely and relevant to the specific needs or pain points of a differentiated audience engaged in niche fields of expertise.
Publications are therefore looking for news with a unique angle, ideally tied to current events, clearly framed and can provide value for their readership.
As such, the headline and intro of the press release need to answer the journalistic questions of who, what, when, where, why and how in a strong and succinct way to gain traction as it is competing for attention with lots of other news.
Clear, concise and compelling
The content needs to be informative and engaging from the start, with a logical structure including background context and quotes. And it should not be overly promotional as corporate hype is typically a turn-off for selective editors pursuing objective content based on defined editorial criteria.
Crafting a clear, concise and compelling message that is tailored to resonate with your target audience can therefore prove a successful formula when working out your publicity strategy.
If you want to learn more about how to realise your media marketing goals, feel free to drop us a line at Blue-C, the leading maritime communications agency in the Nordics.