This year so far feels like a make-or-break one for many ocean initiatives. We're almost half way through the Ocean Decade, bouncing from conference to conference, and soaking up all the new and amazing media attention that's coming our way. It's clear that the general public is finally waking up to the fact that our oceans are in desperate need of care.

But just because the media is finally interested doesn't mean we can sit back and relax. In fact, it's the exact opposite. This is the time to lean on creative storytelling to communicate more and better about the ocean’s silent needs and untapped solutions.

Media attention waves are great. But they don’t last forever. And this is the one we can’t afford to miss. So if you want to continue to stay relevant and drive change, here are a few ocean trends we recommend jumping on this year:

🏃 Don't chase trends

In today’s media landscape it’s easy to feel like you must be constantly innovating. But your audience only sees a small sliver of all the content you put out, so don’t be afraid of repeating yourself. Rather than chasing every short-lived social trend, focus on developing a cohesive and trusted presence that connects emotionally with your audience. You’ll see how much further you get when you stop running

📝 Stop guessing and start testing

We all know the scientific method is the most reliable way to find out the truth. Yet we often treat communication as if it was a fully unpredictable discipline. Yes, creativity matters and audience feelings shift. But rigorous testing of new platforms and content types is essential. You can’t grow what you don’t track.

😴 Beware of conference fatigue

Yes, aligning your social campaigns with important events like World Ocean Summit, Our Ocean or the UN Ocean Conference can amplify your message and boost brand visibility among your target audiences. But if you are not original enough, it can also drown your message in a sea of similar content.

🤖 Embrace the AI advantage

Don't fear AI - make it your strategist's new best friend. Should you use it to drive your strategy or write your copy? Not unless you want to instantly lose brand value by risking factual integrity and sounding like a generalist bot. But you can still embrace AI fluency and have fun with new tools that can help you streamline content editing, optimize social listening, and enhance community engagement.

🏆 Champion internal communications

‍Did you know most of your brand outreach is not done by you? It’s actually performed by your team, partners and broader community, often through private communication channels and without you being privy to it. Turn that liability into asset by investing in your people’s brand buy-in and comms skills. When internal stakeholders are fully bought in and equipped to advocate for your cause, it amplifies the authenticity and reach of your social impact storytelling. So ensure internal brand adoption and promotion by developing clear marketing materials, hosting comms brainstorming sessions and ensuring everyone understands your mission well enough to convert others.

So, there you have it - our chart for ocean organizations to successfully navigate the media waters in 2024.

But please remember, protecting our oceans isn't just about racking up likes and shares. It's about driving real, tangible change in the way people think and act when it comes to marine conservation. And that's where a trusted brand, genuine community engagement and hybrid strategies - combining physical and digital - can make all the difference.

Would you like some help implementing any of the above? We are here for you.