Maine’s aquaculture industry overall represents nearly 200 farms and more than 700 farmers who produce premium seafood–fin fish, shellfish, and sea vegetables–in Maine’s cold, clean waters. The sector has been steadily growing in recent years, and its total economic impact has nearly tripled – from $50 million in 2007 to $137 million in 2014 – according to the latest Maine Aquaculture Economic Impact Report. Sustainable aquaculture has tremendous potential to bolster our coastal economy, providing good jobs, local food security, and diversification opportunities for working waterfront families.
This growth has helped diversify Maine’s marine economy, which has become increasingly reliant on the state’s lobster fishery. Recent growth in aquaculture has not been unchallenged, primarily due to lack of aquaculture outreach and education in coastal communities. The Maine Aquaculture Association (MAA) has recognized the need to reach out to Maine communities to help them learn more about aquaculture in Maine – what it is, what we grow, and who grows it. To that end, the association launched a public relations campaign in 2022 with the goal of raising awareness of sustainable aquaculture in Maine and beyond.
The association employed the help of a local public relations consultant over a 12-month period to initiate the campaign in collaboration with MAA staff. During the course of the campaign, the project generated 27+ articles and 15,000,000+ potential reach. This talk will cover the basics of public relations, including crafting a PR plan, key messages, media training for farmers, press releases, pitching and media relations, media tours, and metrics. While this project was unique, the strategies, challenges, and lessons learned can be applied to other settings across the world where professionals are looking to communicate the benefits of aquaculture to a diverse audience of stakeholders.