In this article, Mark Clark, Director of the MTI Network, discusses the necessity of a coordinated media response in case of a large mega box ship casualty. Analyzing the example of the MSC Napoli grounding off UK in 2007, Mr. Clark explains what are the key steps to follow when managing such a media crisis.

Mr Mark Clark, Director, Navigate Response says that in the heat of an incident there is no time to analyse every 'nuance', therefore he advises what you should avoid.

- While your vessel lies stranded on a beach somewhere, spilling bunker oil and the subject of a thousand cameras, being lightly grilled by a news anchor is not the most pleasant experience in the world. The journalist is asking some very difficult questions, particularly about the ship inspection record, and here you are in the comfort of your own home office with little time to plan and about to talk to the evening news audience. How come? The use of Skype or similar video applications in news broadcasts has increased dramatically in recent months and, with individuals increasingly reluctant to travel many miles at some cost to reach a self-operated studio or local broadcaster, it has become the weapon of choice for news organisers to reach key people quickly. With 4G on the horizon, video interviews from mobile phones are a distinct possibility for the near future. Of course, Skype or other video applications are limited in their scope. Low resolution web cam? Poor connection? Wifi that hangs? Other users nearby using the same cable or router and slowing traffic? They all need to be considered to ensure your contribution is the best you can manage. Here are a...

- When an incident breaks on board your ship in a far off location, and the phones are constantly rattling off the table as the calls keep coming, what do you tell the journalist who may ring within the first ten minutes and says she needs a line for her breaking news story? The standard advice offered to harassed shipping executives by those in the know has generally been that you don't have to comment immediately. It may well be that it's night time on the other side of the globe where the incident has occurred, and contacts are few and far between. Let the journalist know that it's the first time you've heard about it andhat you'll take their details and return their call when more details emerge. However, do we really believe the journalist will pour a coffee, turn to his editor and say "that's all right Chief, they'll call me back. I'll carry on with the various other stories I'm working on." Not a chance. The news editor will know that the best route to stories, and certainly confirmation can be had much closer to home. Just ring back the receptionist, he'll advise the journalist, and in...

- Whether its freight rates; chapter 11; piracy or a foundering in the coming year, we will see shipping companies in crisis. The companies that do well in 2013 will have accepted the need for preparation in the event of a crisis. Not necessarily the one with which they might have to deal - that is the nature of an unexpected crisis - but, whether it be a 'non incident' type event such as a failure in corporate governance, a bank recalling its loans foreclosing or a key customer going into administration, the company is nevertheless prepared. The companies that will perform poorly may understand that a crisis can and will strike, but chose not prepare, hoping it will happen to someone else or they can muddle through. It's all old news We are now sharing news when a serious shipping incident can have a beginning, middle and end on social media. By that I mean that it doesn't feature in the regular main stream media, elbowed out by bigger national or international events or simply by journalists not understanding our business. However there is now a slew of well informed and authoritative websites and blogs dedicated to shipping activities...

- So you don't work for a major shipping company, and you don't have several thousand pounds to spend on large broadsheet adverts which showed your non existent links to the Olympic Games? Panic not, there is still hope to get the message out that you ship short sea aggregates from the UK to Europe, or run reefer ships to the West Coast of Africa, and are looking to build your customer base. Unfortunately, not every business out there has lots of employees and money to spend on marketing and advertising; indeed many shipping companies do not have a communications departments at all, especially with 2012 flat freight rates set to be the new 'normality' for months or even years to come. For small businesses with very limited resources, implementing the right strategies to grow your business can be a real challenge. How do you utilise social media? Whether you're targeting a business to business approach or even direct to the customer, marketing your services within the social media sphere can really increase your online presence, and eventually convert those tentative leads to future shipping leads. For any young company, the various social media platforms available - and there are...

- When a shipping incident occurs, we turn to social media to keep us informed; abreast of developments, and allow the many to comment and speculate on the topic. When on the 13 January 2012 at about 9:45 pm, in calm seas and overcast weather, under command of Captain Francesco Schettino, the M/V 'Costa Concordia' struck a rock in the Tyrrhenian Sea, just off the eastern shore of Isola del Giglio, off the western coast of Italy about 100 km (62 mi) northwest of Rome, the accident became the locus for well over 250,000 social media comments and opinions. Those various social media platforms when aggregated provided a comprehensive view of the story as it ebbed and flowed online. People now turn to social media to find out the latest thinking, rumours and in rare cases, hard facts without the filter of the news organisations. As an example, friends and family of ship crew and passengers used Facebook as a means to share the names and pictures of the loved ones they were searching for. One trapped passenger, named Rose, even shared her own plea for help while she was still on board the sinking vessel. She wrote: "My name...