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