In today’s digital world, the way people find, and trust information has changed a lot. For industries like shipping and offshore energy, where risks are high and accidents can spread news fast, good communication is very important. One post or video can reach thousands of people within minutes. That is why crisis communication is now an essential part of every company’s business plan.
In Greece and Cyprus, this change is easy to see. People in both countries now get most of their news from TikTok, YouTube, and Facebook instead of traditional media. This makes it harder for companies to control stories during a crisis, but it also gives them a chance to speak directly to the public in real time.
Traditional media like television, radio, and newspapers are still used, but mostly by older people, and also those no longer trusting social platforms. Younger generations, including many seafarers and port workers, prefer social media for fast, visual, and easy-to-share updates. However, platforms like TikTok and YouTube spread information quickly, focusing on short and simple content instead of long explanations.
For shipping companies, this means a crisis can grow very fast online. A video or post can reach a global audience before any official statement is made. Sending a press release hours later is not enough. However, companies must answer quickly and clearly on social media to stop false stories and rumours. Having active and trusted social media accounts before a crisis starts also helps companies react faster and build trust with the public.
Today, people worry more about false information. Even though trusted news outlets like BBC, Reuters, Kathimerini, and Cyprus Mail still exist, social media is full of unverified posts. For example, during a recent grounding incident, viral TikTok videos said that the ship was sinking, even though it was not. Also, this shows how easily misinformation can damage a company’s reputation.
In order to reduce this risk, companies should keep verified social media pages, check trending hashtags, post short and true updates, and work with reliable journalists. By doing this, they can share facts quickly and protect their image.
Influencers also play an important role in the maritime industry today. They help explain complex issues and reach both professionals and the public. People like Lars Jensen on LinkedIn and channels like “What’s Going On With Shipping” on YouTube have large followings and are trusted sources of information.
During a crisis, these influencers can help spread correct news details and reduce confusion. Companies should build relationships with credible influencers, share facts with them, and respond politely to their questions.
When a crisis happens, time and clarity are everything. Slow or confusing messages can make people lose trust …and patience. That is why many shipping companies train their managers to speak with the media and handle crisis situations. These trainings help leaders practice how to respond quickly, give clear answers, and stay calm under pressure.
The media world in Greece, Cyprus, and around the world is changing fast. Social platforms and media influencers now lead to how news spreads, but false information remains a big problem. To stay ready, companies should keep trusted online pages, work closely with journalists and influencers, and train their teams regularly. These actions help them protect their reputation and show honesty and responsibility.
As a result, good crisis communication is not just about solving problems. It is about keeping trust, showing leadership, and being transparent in a world where information travels faster than ever.
Athina Dimakakou
Guest contributor
