We know that telling powerful stories about the ocean is essential for building public will and political momentum for action. But how do we ensure those stories get the attention they deserve? That’s the question we explored in our latest webinar Working with Media 101: Driving Coverage of Ocean Issues, part of the Advancing Strategic Ocean Communication project.
Jenn Thornhill Verma from the Pulitzer Center Ocean Reporting Network, James Fahn from the Earth Journalism Network and David Akana from Mongabay Africa discuss how we can improve NGO and media collaboration on ocean issues and why access, creativity and trust matter more than ever.
Here’s what we learned
Access is everything
Journalists need ‘boots on boats’ not just metaphorically, but literally. From scientists and Indigenous knowledge holders to frontline communities, media professionals need help reaching the people who bring ocean stories to life and opportunities to witness stories firsthand.
The ocean isn’t just an environmental story
There is a need to show the relevance of ocean health through the lenses of climate, culture, politics and health. The more connected and human the story is, the more likely it is to be picked up and remembered.
Pitch a story, not an issue
What sticks with journalists (and readers) is a compelling story arc. It’s not enough to say “the ocean is in crisis.” Can you show what’s at stake, who’s leading change, and why it matters now?
Creativity is key
In a crowded media landscape, fresh thinking is essential. From location-specific hooks to surprising story angles, we need to push beyond traditional formats and make space for new voices.
Trust is the foundation
Relationships matter. Rather than relying solely on press releases, communicators should build long-term trust with media contacts, offer access to credible voices, and co-create opportunities to generate deeper and more authentic ocean coverage.
Learn More
If you missed the live session or would like to revisit the content, the recording is now available here.
Additionally, check out our Tips for Working with the Media which has been created based on key takeaways from the webinar.
For further guidance on creating impactful ocean communication, explore the Better Practice Principles, a set of co-designed principles to help the ocean community enhance their communication efforts. Read them here.
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