Communication & Information
A major aspect of public relations is active networking and nurturing contacts; a lively exchange after a conference and a handshake at events, drinking a coffee together at interviews and in meetings. In 2020, all this was suddenly no longer possible. The Communication and Information team adapted quickly and used opportunities arising. In no time at all we fired up our communication on all channels, facilitating reporting the latest comprehensive news.
Through our good worldwide Representative Office network, we were always at the cutting edge of economic developments in Hamburg‘s markets. To make this information available to our members too, a Covid 19 page was embedded in our website, and updated daily by our team.
In addition, we increasingly relied on our social media presence. Via our channels on Facebook, LinkedIn, Instagram and Twitter we were able to reach members, port customers and partners as well as the general public, representing the Port of Hamburg across the globe. With our ‘#hafenhelden’, or ‘port heroes’, campaign alone, with various contributions, we were able to reach more than 40,000 individuals, making system relevant jobs along the supply chain visible.
We were able to offer our press conferences in an online format, reaching journalists in the hinterland, who previously seldom attended in-person events because of the long journey. Apart from telephone interviews, while keeping to Corona rules, there were also personal meetings. Many press questions regarding the impact of the pandemic on the port were dealt with.
We successfully supported our members by recording and spreading their news through our diverse channels. Even in 2020, it was possible to continue image advertising for the Port of Hamburg in selected media.
Special mention should also be made of our new PORTtalk video format. Here, we make a platform available to our members, where they can present themselves even during Corona regulations. During the course of the year, 60 videos were recorded and released. This supra-departmental project has opened up a completely new field of activity, and an opportunity for professional development.
Even in times of crisis the Port of Hamburg does not come to a standstill. In 2020, we were able to cover two real milestones both digitally and live. In the first case we were able to welcome the ‘HMM Algeciras’ on its maiden call. As a small group, there was a press tour on a launch to celebrate the arrival of the world’s largest containership. In November, it was the turn of the ‘CMA CGM Jacques Saadé’ to reach the Port of Hamburg – another unique event, since she is the world’s first mega-containership powered by LNG.
For the homecoming of the four-mast barque ‘Peking’ in September, we organized an accompanying launch for our staff, in conformity with Covid rules.
Almost like a mini-port anniversary, after its complete refitting the historic sailing ship was welcomed in its home port, where the ‘Peking’ will now be used as a museum ship.
Event management is also part of our portfolio: It suffered most from various limitations in 2020. Nevertheless, we reacted quickly and were, for example, able to record a great success with our second future conference on the topic of hydrogen. Benefitting from the hybrid event, we greatly increased our outreach, registering some 450 delegates.
In addition to this is our new PORTtalk live – a joint project between Head Office and the German-speaking Representative Offices. Once a month, there is a lively discussion among experts on various specialist topics.
All in all, in 2020, the Communication and Information team was challenged as never before. The heavy demand for current news covering the economy, shipping and politics presented us with new challenges that we mastered through good collaboration and great motivation in our team.
Bengt van Beuningen
Director Communication & Information
+49 40 37709 102