The Wake Media Communications team worked with the client to define clear messaging around decarbonisation and to allocate experts and C-suite representatives as spokespeople for the media.
The Challenge:
In the maritime industry, decarbonisation efforts are underway to reduce the carbon footprint of the 50,000+ fleet of merchant ships sailing the ocean. While the carbon footprint of sailed cargo per tonne mile is less compared to other forms of cargo transportation, the colossal scale of shipping activities means that the industry has to rapidly decarbonise in coming years.
More than 12,000 ships rely on our client’s software or services for optimisation on all operational levels. This puts them in a position as a decarbonisation enabler. As such, the intended outcomes of this PR campaign were to position the client as thought leaders in the decarbonisation conversation in the shipping industry and to increase brand visibility within the maritime trade media.
Our Approach:
The Wake Media Communications team worked with the client to define clear messaging around decarbonisation and to allocate experts and C-suite representatives as spokespeople for the media.
Defined decarbonisation messaging was then shared across the client’s owned channels, in their external customer communications and pitched into the media for inclusion in technical, specialist trade media titles as well as product/business specific titles.
Interviews for the client’s spokespeople with a wide range of trade media titles were secured. Specific titles were chosen based on their regional focus or reach. In-person interviews and meetings with media representatives were organised and facilitated by the Wake Media Communications team at trade shows, in addition to interviews conducted over the phone.
A core component of this campaign was to increase brand visibility by widening the distribution of press releases to a greater number of maritime news outlets coupled with an increased press release frequency. Ensuring that press releases were strategic and aligned to the challenges faced by the client’s customers was also undertaken as a key approach to increasing brand visibility.
Targeted paid opportunities were also utilised to support this campaign. This included sponsored content, podcasts and advertising placements.
Impact:
Over a twelve-month period, a 198% increase in editorial mentions (earned) in the maritime trade press was achieved. This equated to 158 editorial mentions compared to 53 in the twelve months prior.
The client’s m-Score increased from 45 to 57 during the twelve-month period. The m-Score is a unique measurement developed for use within Meltwater Insight Reports, a widely used platform for analysing media intelligence. An mScore provides a simple, yet comprehensive way for PR and Comms professionals to understand the health of a company’s perception over time or in relation to competitors.
Following the pitching of the client’s experts and C-Suite to selected maritime trade media, interviews were secured in Tradewinds, Lloyd’s List and Shipping Watch. By-lined articles were also secured in Ship Management International, The Maritime Reporter and various Riviera Maritime Media titles.