IN THE NEWS: “Communications expert calls on seafood industry to use proactive storytelling…”

Seafood Source: https://www.seafoodsource.com/news/supply-trade/communications-expert-calls-on-seafood-industry-to-use-proactive-storytelling-to-tackle-next-seaspiracy

Communications expert calls on seafood industry to use proactive storytelling to tackle next Seaspiracy

By Madelyn Kearns

July 5, 2021

“There is no time quite like the present moment for the seafood industry to commandeer its narrative and start proactively sharing its stories, according to Emily Patrolia, founder and president of ESP Advisors, a Washington, D.C., U.S.A.-based bipartisan firm providing government relations, strategic communications, and advisory services for oceans and natural resources.

Speaking during one of the National Fisheries Institute’s Global Seafood Market Conference webinars this month with Windward Strategies President Jay Sterne, Patrolia stressed the importance of consistent communications and storytelling for seafood suppliers, “especially in this day and age” of increased consumer activism and morphing conscientiousness.

“It’s not enough anymore to just follow the rules, do your job, and provide an outstanding product,” she said. “We’re seeing that consumer values and their politics are completely intertwined with the products they’re buying. It’s the way that they show their values, both to the company, and also to others.”

To reach and resonate with modern consumers, successful brands are expanding their public relations efforts and leveraging social media, which is not only “very powerful” and “really cost-effective,” but an ideal platform for proactive storytelling, Patrolia said.

“Social media is increasingly the main way most people learn about their world, they see what their friends and neighbors are doing, what they like, what they’re talking about and are interested in. And it is a fantastic place for very, very well-targeted advertising,” she said.

Timing has become a critical factor in effective, digital storytelling for industries, Patrolia added, particularly those that are natural-resource dependent like seafood.

“Public relations and communications, in addition to marketing, have never been more important. Basically, to quote that old saying: ‘If you’re not at the table, you’re on the menu.’ If you’re not out there actively telling your story, you will be left behind and someone else will tell it for you – you’ll lose the lead on the narrative about your company and why people should buy your product,” she said. “Unfortunately, this is especially true for those of us in the natural resource-dependent industries just because there’s a lot more of a nexus with the environmentalism and sustainability issues that are really top-of-mind for many consumers.”

Continually and enthusiastically sharing seafood’s stories on high-traffic social media forums, however, can go a long way when another “Seaspiracy” inevitably comes along, according to Patrolia.

“There will always be films like ‘Seaspiracy,’” she said. “It’s click-bait, it’s intended for a very specific audience. It came in with a goal and kind of worked backwards from there; it didn’t want to talk about nuance or sustainability. There will always be a tiny fraction of consumers who eat up this kind of thing, but proactively arming consumers with communications, education, and storytelling – about who you are, where the food they’re eating is coming from, and your story – it helps them, when they do see a film like this, to think about it a little more critically.”

Human beings are “psychologically wired to enjoy a good story,” Patrolia explained, and “there are so many stories to be told through the eyes of fishermen,” which translates to a big opportunity for the industry at large.

“Knowing how to tell your story in new and interesting ways – sometimes you only have 60 seconds, or 140 characters like on Twitter – is going to be the key to being able to get that message across in a really compelling way,” she said.

Patrolia advised seafood companies to consider several questions when contemplating how to tell their stories online:

  • Who is my audience?
  • How do they interact with my brand/myself?
  • How does my brand/self differ from competitors?
  • How do I want my brand/self to be perceived?
  • What is my core story?

The process needn’t be complicated – a company’s core story “can be something that feels really obvious, which is why it’s important to do a sit-down and think through it with your team,” Patrolia noted.

“It can be the most simple message, but it can grow into something really powerful,” she said.”

Madelyn Kearns

Editor

mkearns@divcom.com

Brandon Elsner

Brandon Elsner is a government affairs professional with extensive experience shaping federal policy in oceans, science, environment, and infrastructure. He most recently directed federal strategic services at Waggoner Engineering, helping communities secure significant federal funding for water, transportation, and economic development projects. Brandon previously held senior advisory roles at NOAA and the White House Council on Environmental Quality and was a Legislative Assistant for Senator Roger Wicker (R-MS).

FAVORITES

Thai Boba Tea

Orca

Greater DC area

Marianne Brisson

Marianne helps mission-driven organizations scale their impact through streamlined operations, project leadership, and strategic communications. She leads ESP’s day-to-day operations and ensures firm-wide success. Marianne previously served as Policy and Operations Advisor to the Minister of Fisheries, Oceans and the Canadian Coast Guard.

FAVORITES

Hot latte with oatmilk

Nudibranch

Based in Oregon

Monaliza Manalinding

Monaliza has over three years of experience supporting small businesses professionals and managing fast-paced administrative operations. She brings strong skills in client relations, scheduling, and marketing support, ensuring efficient workflows and exceptional service across all facets of the firm.

FAVORITES

Ginger Tea

Sea turtles

Davao City, Philippines

Sarah Keartes

Sarah brings a decade of media relations and science communication expertise to her role at ESP Advisors. Before joining ESP, she reported on marine and coastal science for outlets including National Geographic News, PBS Digital Studios, and Hakai Magazine.

FAVORITES

Iced tea

Scalloped hammerhead

Based in Oregon

Cat Elia

With over a decade of experience bringing clients’ visions to reality, Cat specializes in marketing and brand development. As both a designer and artist, she excels in visual storytelling and graphic strategy.

FAVORITES

Iced coffee with milk

Frog fish

Based on the West Coast

Caroline Roche

Caroline brings sharp policy instincts and a passion for coastal resilience to ESP Advisors. At the White House Council on Environmental Quality, she supported both the freshwater and ocean policy teams. Most recently, she worked on communications and government affairs for Restore America’s Estuaries, deepening her expertise in habitat protection and federal engagement. Caroline holds a dual degree in Political Science and Fine Art from George Washington University.

FAVORITES

Unsweetened Iced Green Tea

Beluga Whale

Based in Washington, DC

Austen Stovall

Austen Stovall’s background is in coral reef ecology, nature-based solutions, and coastal management. She most recently worked for Representative Jared Huffman (D-CA-02) on his oceans and fisheries portfolio. Austen holds a master’s degree in coastal science and policy from UC Santa Cruz.

FAVORITES

Iced oat milk latte with coconut syrup

Corals

Based in DC

Kat Montgomery

Kat draws upon her ocean policy expertise and years of experience managing projects, programs, and teams to catalyze success for ESP Advisors and our clients. Most recently, Kat served as staff for Senator Roger Wicker (R-MS), former Chair of the Senate Committee on Commerce, Science, and Transportation.

FAVORITES

Cappuccino with sugar

Seahorse

Based in Virginia

Emily Patrolia

Emily Patrolia founded ESP Advisors to address the need for sophisticated government and public affairs services in the community she holds dear. Emily uses her advocacy and congressional experience and deep understanding of environmental science to lead the firm in all its endeavors.

FAVORITES

Cappuccino

Yeti crab

Based in DC

tttttttt

We are a small but mighty team working to build a culture that leans into vulnerability, clarity, integrity, and transparency. Open communication, collaboration, and relationship building are of the utmost importance to our team. While our work is hard-charging and relies on exceptional attention to detail and deadline management, we remain dedicated to the wellbeing of our staff. Our goal is to ensure our team members are fulfilled both personally and professionally.

PAMELA DAY TAPSCOTT

Pamela Day has over 25 years of experience on Capitol Hill. As Chief of Staff for the late Congressman Don Young (R-AK), father of many initiatives and laws that govern ocean resources today, Pamela managed the annual appropriations process and oversaw 16 original bills that were signed into law.

FAVORITES

Coffee

Otter

Maryland