Ben Pinnington, founder of Polaris Media, releases new maritime PR book encouraging businesses to embrace their rising visibility
The global maritime industry is being encouraged to leverage its newfound prominence, influenced by significant geopolitical changes, or risk being overshadowed by negativity and criticism.
This is a key takeaway from the second US edition of a book by Ben Pinnington, the founder of Chicago-based maritime PR firm Polaris Media. The updated version of Making Waves; PR Strategies to Transform Your Maritime Business will be available on November 4 on Amazon, published by Rethink Press. For a limited time, the Kindle edition will be just 99 cents on November 4 and 5; check it out here: Amazon link.
Pinnington explains that this book is the result of a year of research and interviews, containing 45,000 new words. Making Waves II includes an extensive section on the US maritime industry and new chapters covering topics such as maritime technology, media relations, artificial intelligence, social media, and crisis communication.
"The maritime sector has its highest profile in decades, presenting both opportunities and challenges," he stated. "With events like President Trump's stance on China’s maritime industry and the pause of the IMO Net Zero framework, the maritime field is now at the forefront of news discussions. Perception is reality: Are we seen as a divided and polluting industry in crisis, or as an innovative sector investing billions into decarbonization and modernizing Western shipbuilding?"
The industry is in a fight for public opinion but has historically maintained a low profile. This needs to change; maritime businesses must prioritize effective communication to build a genuine reputation and trust. It's crucial to educate the public, politicians, and media about the "emissions Everest" challenge – the significant costs of decarbonizing maritime operations, which could reach up to $1.9 trillion, and the difficulties in sourcing alternative fuels for massive ships.
Failing to address these issues could lead to reputational harm. However, getting it right will aid in attracting top talent and investment necessary for tackling decarbonization and advancing digital transformation.
The book targets maritime leaders seeking to enhance their communications.
"I hope Making Waves II provides practical ideas for businesses to showcase their strengths," Pinnington said. "Many maritime companies don't receive the recognition they deserve. They often find themselves in a cycle of minimal growth and mediocre marketing. Yet, when they share their authentic positive actions through digital channels and within the maritime press, their reputation improves. Research shows that a stronger reputation correlates with business growth."
Making Waves II includes interviews with prominent figures in the industry, such as maritime VCs Marina Hadjipateras and Nir Gartzman, marine autonomy expert Jack Dougherty, entrepreneur Darren Shelton, Texas maritime leader Niels Aalund, maritime attorney Charlie Papavizas, Great Lakes experts Ian Hirt and William Friedman, inland waterways authority Scott Sigman, and PR influencer Stephen Waddington.
BACKGROUND
Polaris Media is an award-winning PR firm specializing in maritime and engineering. Founded in Liverpool, UK, in 2011 by journalist-turned-PR professional Ben Pinnington, the firm expanded to Chicago in 2022.
In 2022, Polaris was named Global Performance Business of the Year at the Mersey Maritime Awards (MMIAs) and won Professional Services Business of the Year at the MMIA’s in 2020.
The firm has worked with over 100 clients, including shipbuilders, ports, shipping lines, classification societies, cyber security firms, and maritime charities across the USA, UK, India, the Gulf, and Europe.
Polaris played a key role in revitalizing the Chicago Chapter of the International Propeller Club in 2023. After a 15-year break, the club received the International Port Chapter of the Year award in 2024 due to significant membership growth.
In 2021, Ben Pinnington published his first book, Making Waves: PR Strategies to Transform Your Maritime Business, which became an Amazon bestseller and won the Chartered Institute of Public Relations Silver Award for best publication in 2022. The Nautilus Telegraph described it as "a must-read for maritime businesses."