We rebuilt the PR plan around those sectors and nothing else. Every story, every pitch and every target publication was chosen on the basis of whether it reached a maritime, shipping, fisheries or water audience.

The content itself started from the problems those industries are dealing with rather than from anything Ground Control wanted to say about itself. GNSS jamming and spoofing. Remote water level monitoring in locations with no terrestrial coverage. Vessel and fishing fleet tracking. We wrote thought leadership that took each of those issues seriously and then showed where Ground Control’s technology fits.

We also went straight to Ground Control’s own engineers and specialists. They see problems in the field long before those problems reach the trade press, and that knowledge was going unused. We drew those observations out of them and turned them into commentary and opinion pieces, then placed them with sector journalists while the issues were live.

That combination, planned thought leadership alongside reactive expert comment, gave us something to offer editors almost every week rather than in occasional bursts.