At the 2025 Seafood New Zealand Conference, Kiwi broadcaster turned executive media trainer Mary Lambie shared some straight-talking advice on navigating today's media minefield. Here's her message to the seafood sector.
I've had a bit to do with your industry. I've met fishers, I've met comms people - all good sorts. And every single one of them has told me the same thing: the seafood sector cops a raw deal in both traditional and social media.
I can't say whether that's strictly true, but I know that's how you feel. And when you feel like that, it's easy to think, "Why bother saying anything? We'll just be misrepresented."
My message? Keep telling your stories. Like the one I heard from the man I call "Professor Seafood" - Doug Saunders-Loder (I'm sure most of you know him). He told me that while a small number of people on land might be busy getting it wrong about commercial fishing, your crews are out there, day and night, in all weather, making sure Kiwis can enjoy fish with their Friday chips.
To help the public understand what you do, some of you need stick your head above the parapet. And yes - when you do that, critics will come. That's life in the media.
When someone takes a swipe from the comfort of an office desk, remember what Professor Seafood says: you're out there before dawn, doing real mahi, on real water, with real consequences. You've earned the right to be heard.
Here are three key pieces of advice to keep your head high:
1. Don't react, reflect
