Discover Boating touts recent PR success

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There were 1,400 stories about boating and the boating lifestyle in media outlets last year prompted by the efforts of Discover Boating, the group said after its 2012 tally of press coverage.

The coverage provided an estimated 110 million media impressions, the group announced.

Just three weeks into 2013, the public relations team of the National Marine Manufacturers Association — the group that manages the national Discover Boating campaign — had secured 381 positive news stories about the marine industry, the lifestyle and shows.

“Public relations has been a significant element of Discover Boating and NMMA marketing efforts because it allows us to tell the boating story through a variety of media and communicate directly with the public in a meaningful way,” NMMA vice president of marketing Ellen Hopkins told Trade Only Today in an email.

Discover Boating had success pitching a variety of topics, from “Top 10 Boating Destinations” to “How to Get Started,” Hopkins said.

“One of the areas discussed at length during the Growth Summit was the need to improve the sharing of information, resources and successes across the broader industry,” Hopkins told Trade Only in an email.

“With Discover Boating and NMMA public relations specifically, there’s a lot of great work being done behind the scenes that sometimes only a board of directors knows about,” Hopkins continued.

Some notable national stories include:

Fox Business: Is the Tide Turning for Boat Sales featuring Thom Dammrich (Jan. 13);

Wall Street Journal: Boat Sales Rev Back to Life (Dec. 27, 2012);

Wall Street Journal: Wake Break: Boarding Brothers Take New York (Jan. 2); and

CBS Evening News: Sandy damage good for boating biz (Jan. 5)

“With so many platforms available for sharing our message — whether it’s social media like Twitter or YouTube, working with bloggers, traditional TV, newspapers, or magazines — we’ve been able to create a year-round national news machine to generate positive awareness for boating and our industry,” Hopkins said.

“The stories with CBS Evening News, Fox Business, the Wall Street Journal and others in January are an example of what we aim to secure as a kickoff to the year,” she said.

Members of a Leadership Council formed to help grow the entire marine industry will help share the PR successes with the rest of the industry so Grow Boating stakeholders can better leverage those stories and carry the message even further, Hopkins said.

For a complete look at the 381 stories to date you can visit the News Room on NMMA.org, click on “In The News” and then on “2013 Press Coverage Highlights,” or click here for the full list.

Click here to view some of the coverage was featured in a recent results video.

— Reagan Haynes

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