Pinnington Releases Second Edition Of Maritime PR Book

Ben Pinnington, founder of Polaris Media, a Chicago-based maritime public relations firm, has announced the release of a new edition of his maritime public relations book titled “Making Waves: PR Strategies To Transform Your Maritime Business.”

Pinnington released the latest edition of Making Waves November 4 through publisher Rethink Press.

Pinnington said the book is the result of a year’s worth of research and interviews. It also includes a new in-depth section on the U.S. maritime industry, as well as new chapters on maritime technology, the maritime media, AI and public relations, social media and crisis communications.

“Maritime now has its highest profile in decades, and this is an opportunity and threat,” he said. “As we have seen with President Trump challenging China’s maritime industry and with the IMO Net Zero framework being paused, maritime is now front and center of the news agenda.”

Companies within the maritime industry historically have endeavored to keep a low profile, but that approach may need to change, Pinnington argues in “Making Waves.”

“Times have changed, and maritime needs to start prioritizing professional communications to build authentic reputation and trust,” he said.

A big part of that story is the industry-wide effort and cost associated with decarbonization and how technology and alternative fuels are driving down emissions.

Pinnington said the book is further aimed at maritime business leaders who want to professionalize their communications.

“I want ‘Making Waves II’ to give proven ideas so businesses can better do themselves justice,” he said. “The hard reality is that many maritime firms do not have the reputation they deserve. They are trapped in repeating the same year with minimal growth and average marketing. However, if you communicate authentic good behavior on digital media and in the abundant maritime press, your reputation will rise. And research has shown that, with a stronger reputation, your business is more likely to grow.”

The new edition of “Making Waves” features interviews with leading industry figures like Marina Hadjipateras and Nir Gartzman, marine autonomy specialist Jack Dougherty, entrepreneur Darren Shelton, Texas maritime figure Niels Aalund, American maritime lawyer Charlie Papavizas, Great Lakes maritime professionals Ian Hirt and William Friedman, inland waterways specialist Scott Sigman and PR thought leader Stephen Waddington.

Polaris Media is a maritime and engineering specialist PR firm. Pinnington founded the company in Liverpool, UK, in 2011. Pinnington expanded the company to Chicago in 2022. Polaris has worked for more than 100 clients, including ship builders, boat builders, hovercraft builders, shipping lines, ports, flag states, classification societies, equipment makers, cybersecurity firms, professional service companies, seafarer charities and trade associations. The firm has clients in the United States, United Kingdom, India and Europe.

Polaris helped to recharter the Chicago chapter of the International Propeller Club in 2023. Following a 15-year hiatus, the club was named International Port Chapter of the Year in 2024.

Pinnington published the first edition of “Making Waves” in 2021. The book won the Chartered Institute of Public Relations Silver Award for best publication in 2022. The Nautilus Telegraph called the book a “must read for maritime businesses.”