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The 10 rules for an impactful maritime press release
Frans, founder of Getting the Market, lives and breathes maritime and logistics. He helps companies turn press releases into real commercial impact.
In the global maritime industry, stories don’t spread by themselves. Whether you’re a shipping company, maritime supplier or logistics provider, visibility depends on smart editorial marketing. A well-crafted press release remains one of the most effective tools to create brand awareness, strengthen your positioning, and trigger commercial leads. But only if it’s done with purpose.
Here are ten rules to help you write maritime press releases that editors want to publish, and your audience wants to read.
1. Write a title that sparks curiosity
Your headline determines if people will read further. Keep it short, specific and engaging. Avoid generic titles like ‘Company X announces new system.’ Instead, give it a twist that highlights the benefit or ambition. For example: ‘Smarter routes, lower fuel bills: Company X launches AI-powered voyage planner.’ The title is your first and sometimes only chance to stand out in a journalist’s inbox.
2. Tie it to something bigger
Your story gets more traction when it connects to broader themes that are already on the industry radar. Editors are always looking for content that fits topics like sustainability, digitalisation or the global talent shortage. Are you launching a new product? Explain how it helps reduce emissions or improves safety. Make it relevant to the bigger picture to increase the chance of coverage.
3. Keep it newsworthy
Not everything that’s important to your company is news. Ask yourself: would someone outside my organisation care? If not, don’t send it. Focus on developments that change something for your market or partners: a major contract, a new vessel, a product innovation or a strategic hire. Add context, numbers and a clear ‘why now’ to make the story timely and relevant.
4. Pick the right moment
Timing matters more than most people think. Aim to send your release early in the week and early in the day to increase visibility. Avoid Friday afternoons or sending during major industry events unless your release is tied to them. Aligning your release with relevant milestones or sector trends will give it more weight and relevance.
Pro tip #1: Use an embargo for major stories
If your news is significant, such as a vessel delivery, product launch or partnership, consider sharing it with key media under embargo a day or two in advance. This gives journalists time to prepare and often leads to more thoughtful, prominent coverage.
5. Repeat your core messages
Every press release is a chance to strengthen your brand. Use it to reinforce the values, strengths or promises that define you. Don’t just describe what happened. Connect it to your positioning. Are you known for innovation, reliability or operational excellence? Weave that into the story. The power lies in repetition across all your external communications.
Image 1: The Dutch press spoke with a captain from Chemship during a PR campaign we organised.
6. Know who and where to target
Don’t just blast your release to a huge list. Think about which countries and media matter most. Want to grow in Asia? Find local titles and journalists that serve that market. Targeting technical shipowners? Pick trade media they trust. Tailor your story and your distribution list. Relevance is key. Journalists can tell when you’ve done your homework.
Pro tip #2: Align internally before you publish
Make sure your commercial team knows when the release is going out and what the key messages are. That way, they can follow up with prospects who may have seen the news. It also avoids confusion or conflicting messages across channels.
7. Make it easy to publish
Help the journalist help you. Always send your release as a Word file, not just a PDF. Include high-resolution, copyright-free images with clear captions. If you quote clients or partners, get their permission in advance. The easier you make it for media to copy, paste and publish, the more likely they will. Professional formatting also shows you’re serious about PR.
Pro tip #3: Create a press kit & localise content
Bundle everything in one place. Include the press release in Word format, high-quality visuals, quotes and a short company profile. A professional press kit increases your chances of being picked up and makes the journalist’s job easier. Don’t forget to include potential translations of your press release for countries where English is less commonly spoken, but where you still aim to make an impact.
8. Follow up with a human touch
Press releases don’t build relationships. People do. After sending, follow up with a short, relevant message to your key media contacts. Offer an interview or background call if useful. Be brief, helpful and available. Over time, journalists will see you as a valuable source, not just someone pushing content.
9. Use strong, useful quotes
Most quotes in press releases are dull. ‘We are delighted to…’ adds nothing. A good quote adds insight, direction or proof of value. Use quotes to show leadership vision, client endorsement or technical relevance. Let the quote answer a real question. Why does this matter now? Why should the reader care?
10. Repurpose your release across channels
A press release should never be a one-hit wonder. Repackage the content for your website, LinkedIn, newsletter and even sales presentations. Use the same headline and image on social media but adjust the tone and call-to-action. This multiplies your exposure and increases the value of the work you’ve already done. One story, many formats. That’s the power of editorial marketing.
Don’t forget to measure your impact
PR is not just about visibility. It’s about results. Monitor the performance of each release using GA4 (Google Analytics) and lead identification software, such as Leadfeeder. Track spikes in web traffic, identify companies visiting your site, see how many times your brand has been mentioned in the media, and analyse which channels perform best. Share these insights with your commercial team. A good release doesn’t just land in the news. It lands in your pipeline.
Want to get more out of your press releases or need help with a PR strategy?
Getting the Market supports shipping companies and maritime suppliers with editorial marketing and PR that gets noticed. Whether you are based in Singapore or in North America, we have a global PR list including 5,000 maritime and logistics journalists to make sure we book results.
Want to start creating press releases that work harder? Feel free to reach out to Frans Swarttouw, he is more than happy to assist you.
Frans Swarttouw
B2B Marketeer & Growth Seeker
