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2 minute tips for boating businesses

By Rebecca Whitlocke


In the realm of brand communication, the intersection of PR and marketing creates a powerful synergy. However, in the boating industry there is much confusion about their distinct roles:

๐Ÿš€ Marketing strategies propel customer activity and sales by promoting your products or services to your ideal customer at key moment/s.

๐ŸŽ™๏ธ Public relations is focused on raising brand awareness and industry authority, while cultivating and preserving a positive brand reputation. PR should also include reputation management/crisis communications, but that’s a post for another day!

Getting traction by working with writers and editors TAKES TIME.

Meaningful, business-making communication and marketing TAKES TIME, particularly if you’re not active digitally, a well-known brand or a publicly traded company.


1) Not all news is worthy of a press release. A well-thought-out press release shouldnโ€™t be a sales or advertising plug. Press releases are strategic tools that transform news into engaging narratives. So many companies get this wrong and expect press releases to magically drive business and media mentions, when they actually could be simple emails sent out to your newsletter subscribers.

2) Companies who donโ€™t respond before a press deadline. We simply don’t have time to chase you 10 times. You snooze you lose.

3) If we ask for a specific comment or information, please just stick to that. Two sentences mean two sentences, not 2000 words advertising your company. Sending random stuff unrelated to the media request, or a 25-pages sales brochure just wastes time.

4) Keep it relevant and understand who your audience is! Doing it yourself is a lot more time-consuming than most people realise. Good publicists use strategy and a framework thatโ€™s already been tested. If I had one euro for every time a yachting startup believes they will get 25 separate press mentions for the cost of one article, I would be retired on a tropical island by now. ๐Ÿ๏ธ

5) Work with a freelancer (or agency) that explains their process to create, deliver and give feedback about your project. Most importantly, work with someone who is honest about what can – or can’t – be achieved. Value doesn’t always arise immediately – even if you show up with the right media, with the right audience.

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Rebecca Whitlocke is a media and marketing expert.ย ย  Rebecca founded Antibes Yachting which is a community platform focused on brand support for yachting companies in Antibes, France. ย 
Antibes Yachting offers years of experience working with premium businesses including superyacht companies, world-class events, private aviation and luxury travel suppliers.
Antibes Yachting goes beyond conventional business to connect you with opportunities and industry-specific advice.ย  You can follow Rebecca on LinkedIn here Rebecca Whitlocke or through her Antibes Yachting Page. ย