As 2026 gets underway, it seems that politics is moving faster than ships! The global shipping industry now sits within a sea of competing agendas, with geopolitical tensions increasingly impacting the maritime sphere.
In a challenging world, it seems inevitable that maritime operators will find themselves affected in some way by forces outside of their control. Ships and their crews should never be used as pawns in political battles, but the reality today is that shipping is regularly caught up in conflicts.
As Crisis Communicators, Navigate Response sits at the centre of maritime risk. Over recent years, we’ve seen ships attacked by military forces, hijacked, or forced to deviate from their route. We’ve also witnessed ships targeted by hostile forces, sometimes using out-of-date ownership information, or making incorrect assumptions as to cargoes.
Political roadblocks don’t always involve military might. Unexpected inspections, impounding of cargo, arrests of seafarers … sadly there are many ways that shipping can be used as leverage.
Stuck between a rock and a regime, it may feel impossible to navigate between interests. Yet, if done well, proactive communication has the potential to calm nerves, maintain control, and expedite vessel or crew release.
So how do you create a comms strategy that will tackle the elephant but won’t poke the bear?
For starters, it’s important to understand that political disruptions are not a shipping story – they’re a sign of wider tensions. Companies should let governments and diplomats take the lead in communicating. That doesn’t mean avoiding the topic altogether, but it does mean acting as a supporter rather than a flag bearer.
So, what should your company focus on when discussing sensitive incidents?
Your narrative will depend on what happened and who was involved, but you can consider the following:
• Where appropriate, ensure the human element is front and centre. Crew welfare needs to be a top priority.
• Direct attention to your company’s legitimate record. Cite your compliance with laws and regulations to demonstrate your commitment to recognised standards.
• Avoid using words or phrases that may provoke ongoing tensions. Instead, use language that will be relatable to those involved.
• Talk about your willingness to work with relevant authorities. If done in a balanced way, collaboration can show your company is sensible, caring and cooperative.
• Recognise your limits. Sometimes it’s better to say nothing rather than provide a risky response.
Need help putting together your Crisis Communications Strategy? Contact Navigate Response for knowledgeable advice.
