Combating Bad PR

Zone B Lobster Council members wanted to know how the Maine Lobster Marketing Collaborative (MLMC) is promoting the lobster industry as stewards of the ocean.

“I’ve had family and friends ask me, ‘What’s this about you guys killing whales?’” one fisherman said.

MLMC’s executive director, Marianne LaCroix, said the organization has allocated a portion of funds specifically around the issue.

“One thing we’ve done is monitor what people know about this issue,” she said. It’s also put together materials like videos and fact sheets and distributed them on a targeted basis. For example, she said, a conservation group came out with a video talking about the danger of entanglements; MLMC came out the same day with a video that had a positive message about things the industry is doing to preserve whales and the industry.

Crystal Canney, of the advocacy group Protect Maine’s Fishing Heritage, said it’s important for lobstermen to work with the MLMC to get the message out.

“That’s the only way you’ll change the conversation,” Canney said. “If there’s no counter-message, it’s not ever going to change.”