Brands operating in the marine and outdoor sectors face unique challenges. Whether you’re navigating the waters of brand visibility, managing a product launch, or responding to a crisis, having the right PR partner can make or break your success. But hiring a PR agency is a big decision – it’s not just about finding one that “gets it,” but one that also understands the specific needs and nuances of your industry.
Before you make that crucial decision, here are five questions every marine and outdoor brand should ask to ensure they’re choosing the right PR agency.
1. Do they have experience in the marine and outdoor industries?
The first question to ask is whether the PR company has direct experience working with brands in the marine and outdoor industries. Your business is one-of-a-kind and PR strategies that work for tech companies or fashion brands may not translate effectively to your world. A specialist PR partner will have a deep understanding of your market, the language of your audience and the media landscape in your space.
Ask potential PR partners for case studies and examples of past work with marine or outdoor clients. Their industry-specific expertise will significantly impact how well they can deliver results for your brand.
Check out our wide range of marine and outdoor case studies here.
2. What is their approach to building brand awareness and reputation?
The right PR agency will have a clear, strategic approach to building your brand’s awareness and reputation. Ask potential partners how they plan to create a bespoke communications strategy for your brand. This should go beyond the basics of media outreach, it should be customised to help you reach your business’s goals. This might look like including thought leadership, content creation, influencer partnerships and reputation management for example. Check out the ADPR ACE method to see how we do it!
In the marine and outdoor sectors, building credibility is crucial. Your customers are enthusiasts who value authenticity and expertise. A PR company with a proven approach to reputation building will know how to position your brand as an authority in the market, ensuring that your messaging reaches the right audience with the right impact.
Look for a partner that offers a balanced mix of traditional PR (e.g. media relations, press releases) and digital PR (e.g. social media, content marketing, SEO). A well-rounded approach ensures your brand is visible across multiple platforms, from trade publications to online forums – or wherever it is your audience engages.
3. How do they measure PR success?
PR is often seen as a “soft” marketing tactic, but it’s essential to have measurable outcomes. Any PR agency worth its salt should be able to demonstrate how they track and report on the success of their campaigns.
Ask about the metrics used to evaluate the effectiveness of their campaigns’ efforts. Metrics can range from media coverage (impressions, share of voice) to website traffic, social media engagement, or lead generation. But in the marine and outdoor sectors, specific results might include getting featured in niche publications, building partnerships with relevant influencers, or increasing brand recall at key industry events. (Whatever you do, steer clear of any agency who proclaims the use of AVEs!)
4. What is their crisis management experience?
In industries like marine and outdoor, where safety and sustainability are often top concerns, crises can happen – and when they do, your brand’s reputation can be at stake. Whether it’s a product recall, environmental issue, or social media backlash, the ability to respond quickly and effectively is essential. At ADPR, we have handled many crises. From global product recalls to companies going into administration and everything in between, you need to know that the agency you choose has lived experience of managing crises in your sector.
Ask potential PR firms about their crisis management experience. Do they have a dedicated team for crisis communications? What are the steps they take when a crisis hits? A good PR agency will have a clear protocol for managing crises, including how to communicate with stakeholders, mitigate damage, and restore your brand’s image. We’ve got a comprehensive ADPR guide and workbook to walk you through managing a crisis – please contact us to request a copy!
5. Can they provide long-term value?
Finally, it’s important to ensure that the PR agency isn’t just focused on short-term wins but is committed to building a long-term relationship with your brand. Ask how they plan to support your growth over time and adapt strategies as your business evolves.
Long-term value means helping you continuously build relationships with the media, engage your audience with new campaigns and stay ahead of industry trends. The right PR partner will offer consistent value beyond the initial engagement, helping you evolve and maintain relevance in a competitive market. We’re proud to have worked with many of our clients for 10, 15 and even 20 years. Our secret? Offering consistently great service with epic results and a constant stream of new ideas that respects the past and builds on the heritage of our clients.
Choosing the right PR firm is a critical decision for marine and outdoor brands. By asking these five questions, you’ll be in a strong position to find a partner that understands your industry, measures success effectively and is prepared to support you through both challenges and growth. A PR partner with experience, a strategic approach and the ability to deliver long-term value can be the difference between navigating turbulent waters and sailing smoothly ahead.
Contact us to discuss how we can be your perfect marine and outdoor PR partner.
