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
The media game is fast, but your reaction doesn’t have to be (although you do have to respond by the deadline if it’s a traditional media enquiry).
Take a beat. Step back. Ask:

  • Is the criticism fair?
  • Is it personal opinion or a valid point?
  • Is it worth engaging with – or better left alone?

Never clap back in the heat of the moment. Hot-headed replies make great headlines – for the wrong reasons.
 
2. Own what you can, ignore what you should
If you've stuffed up, own it. A clear, honest, and succinct acknowledgement earns more respect than defensiveness ever will.

But if it's baseless noise or anonymous trolls? Don't feed the beast. Silence is often the most powerful mic drop.
 
3. Control the narrative, don’t chase it
The media news cycle moves on – unless you keep fanning the flames. So:

  • Stay on message.
  • Reinforce your values.
  • Use the next opportunity (interview, post, speech) to refocus on your core purpose, not the drama.

In this modern media landscape there are always critics. The comments section can be brutal. If you can’t stand that heat (and who really can?) then don’t read them.  However, remember most New Zealanders are reasonable people; the trolls only account for a few. 
 
I’ve been impressed by the seafood people I’ve met. I’m impressed by your stories. And I’ve also heard a few things about how you’re getting better and better at sustainability. This is all good stuff. 
 
You’re not in this to win every comment thread. You're here to lead, inform, and inspire. So, keep doing that and keep bringing us sustainably caught Friday night takeaways!