Seafish has appointed Glasgow-based agency 3x1 PR following a five-way pitch.
The news follows Prince Charles' warning last week that nations must look after their fish stocks or the industry would face a 'nightmare collapse'.
‘Part of the brief will include addressing issues such as sustainable fishing,' said Seafish marketing communications executive Gaynyr Dickson. ‘It will involve reputation management and will include promoting the message that the UK is one of the most responsible fishing industries.'
3x1 will roll out Seafish's Seafood Promotion campaign which will stress the organisation's commitment to sustainable fishing and the health benefits of seafood.
The organisation has consolidated its public affairs, media relations and reputation management into one firm. It previously used The SPA Way to handle its PA and corporate activity - the agency unsuccessfully re-pitched.
‘We will be focusing on a reinforcing Seafish's position as the authority on seafood,' said 3x1 co-founder Julie McGarvey. ‘The advent of the Marine Bill is an ideal platform for communicating that the UK industry is 100 per cent committed to creating a sustainable future.'