The issues facing the recreational boating industry are numerous and complex. And this situation will only get more complicated as media searches for something to report.


On one day, the issues might include styrene, carbon monoxide or boat recycling; tomorrow’s issues could be just about anything.

When the TV news crew is heading to your office isn’t the best time to begin studying the background and facts or figuring out how to present your position. Poor handling of an inquiry (refusing to comment, providing incorrect information or making an inflammatory statement) can have negative effects on your company and the entire boating industry.

NMMA Canada reduces the risk of such problems by providing background information on known issues and acting as a quick-response resource for new issues that arise. It is important that we speak in a unified voice when we communicate to our key stakeholders locally and nationally.

Key stakeholders include:

  • Existing boat and marine equipment owners
  • Potential boat and marine equipment owners
  • Other NMMA Canada members
  • Dealers
  • Regulators (Transport Canada, EPA)
  • Federal and provincial lawmakers 

Whether we like it or not, the boating public receives news about our industry from the mainstream media (newspapers, TV and radio), online media, and the leisure magazines they read. We control the message when we place advertisements, but in a news story, the reporter and editor often determine whether the story is positive or negative.

We can’t tell the media what to write, but we can help manage the dissemination of information. With proper communication, accurate information can be promptly released, the effects of an issue minimized and the industry’s relationship with the public preserved. Like any industry, we are vulnerable to issues and even crises which could hamper our ability to prosper.

Virtually all of the publicity our industry receives is overwhelmingly positive. It happens because boating and its associated leisure activities are fun and the industry has a reputation of providing excellent service to the media.

No one knows your business better than you. You know the issues. You are the expert. The media needs someone like you to help them understand the various issues and you may need the reporter to gain access to your key audiences. There is no magic and there are no guarantees when dealing with the media. But if you are prepared and responsive, you’ll minimize the chances for negative coverage of you, your company and the industry.

If the media calls your organization, it’s usually because they seek a comment on an issue or event they are covering. In some instances, they may be calling about your company or organization.

When the media calls, regardless of the situation, you are invited to contact Marie-France Mackinnon for advice, counsel and help.