Changing channels: select the right media platform for optimal impact

There are diverse promotional opportunities for maritime companies with a story to tell to connect with their target audience – from press releases and social media posts to online briefings. Each platform offers different audience reach, credibility, engagement levels and marketing value.

A press release with media distribution is probably the most conventional approach, but it is important to have an understanding of the relative benefits of general dissemination versus specific placement in the trade press.

Distribution dilemma

Distribution to general media, such as national publications, business TV and broad news sites, provides wider reach beyond maritime, and syndication of press announcements via wire services such as Business Wire can boost general brand visibility and SEO. But, while offering scale, mass reach can also dilute relevance and lacks the depth of industry-specific engagement.

Gaining coverage in trade outlets, on the other hand, can give focused credibility in the sector and generate interest among key maritime decision-makers with purchasing power. Trade titles such as TradeWinds and Lloyd’s List are considered highly trusted sources and reach thousands of industry professionals.

Social interaction

Social media announcements may lack the gatekeeper credibility of press outlets but can contribute to a strong online presence to boost visibility, nurturing a following that publications and clients may trust. This can amplify brand positioning and outreach.

Platforms like LinkedIn, Twitter (X), Facebook and Instagram enable maritime companies to broadcast news instantly, reaching customers, partners and employees directly and interactively. Social posts often drive high engagement through comments and shares, and can be linked to full press releases or webinars.

Thought leadership and briefings

Promoting thought leadership through executive interviews and themed articles covering relevant industry topics can showcase a company’s expertise to boost market profile and build trust and credibility.

In shipping, executives often comment on market trends, safety or innovation to humanise the news, bolstering a company’s reputation as an industry authority while reaching decision-makers and kick-starting conversations with clients.

Online press briefings are an increasingly popular medium to present news – such as a product launch or new partnership – live to journalists. This allows questions to be answered in real time and gives control over messaging. The immediacy and transparency of this interactive format enables editors to probe details, which often leads to more engaging and accurate coverage.

Maritime companies can evaluate these and other channels according to the nature of their communication and marketing strategy, as well as combine these to maximise impact.

With an extensive media network and in-depth industry knowledge, Blue-C is well-positioned to advise on and facilitate the platform best suited to your promotional needs. 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