Do you want to raise awareness and win more business in the global maritime industry?
Making Waves is an insider’s guide to public relations in the international maritime sector. It sets out in clear, practical steps how you can harness the power of PR to build your profile, win business and prevent crises.
Read this book to reap seven rewards of public relations:
• Improve reputation: Learn how to influence attitudes and behaviours and build good relations.
• Grow awareness: Boost your profile in the local, national and international maritime press and on social media.
• Create opportunities: Reach a global audience beyond the limits of your existing network.
• Work with key people: Build the profile of your senior team as key people of influence in your niche.
• Increase value: Improve the value of your business and increase your price points.
• Protect your business: Shield your business from crises through planning.
• Find higher purpose: Identify an inspiring ethos and bold message that will galvanise your team, clients and stakeholders. Drive real change in your industry.
Table of Contents:
Foreword
Introduction
Why PR?
Why maritime?
The challenges facing maritime
The reality of running a business
Who is this book for?
The importance of the maritime media
1 The Maritime Industry
Maritime matters
The importance of Asia
Decarbonisation
Key points
2 What Is PR?
What is PR?
Knowing how to make PR work
Challenging vague expectations
The difference between PR and advertising
Key points
3 Brand Ethos And Unique Selling Points
Find your higher purpose
Unique selling points
Key points
4 Building A Communications Plan
How to choose a PR consultant
Communications plan structure
Key points
5 Evaluation Methods
How to start the evaluation process
Key points
6 Harnessing The Power Of The Media
How to engage the media
The press release
Expert viewpoints on what journalists look for
News ideas
The trade wind of change
How to structure a press release
Planning press trips
Media interviews
Key points
7 Social Media
Social media plan
Social media policy
LinkedIn
Twitter
Other social media tips
Key points
8 How To Prepare For And Handle A Crisis
Why you must plan for a crisis
What is a crisis?
The crisis plan
Crisis communications plan contents
Rehearsals, training and testing drills
Key points
Conclusion
12 quick PR fixes
Glossary: Types Of Cargo
Appendix: Maritime Media Background Notes
Acknowledgements
The Author
Contact
