Appropriate Communications

Appropriate Communications is a public relations and communications consultancy based in Zwijndrecht, Belgium, that provides strategic advice and operational support to organizations in the maritime, offshore, and logistics sectors. Founded in 2012, the agency focuses on helping clients navigate the complexities of corporate communications in highly specialized industries. Its services are designed to be flexible, adapting to the evolving priorities and long-term objectives of each client.

Services and Specialties

Appropriate Communications offers a range of services centered on corporate communications, reputation management, and branding. While the agency tailors its approach to each client, its core capabilities typically include the following:

• Corporate communications strategy development
• Reputation management and crisis communications
• Social media management and content creation
• Branding and messaging for B2B audiences
• Media relations and press office support
• Corporate social investment (CSI) and sustainability communications
• Stakeholder engagement and public affairs
• Digital content production, including for the consumer internet and information technology sectors

The agency’s expertise spans both traditional PR and digital communications, helping clients maintain a consistent and credible voice across channels. Its work often involves translating complex technical or operational information into clear, compelling narratives for diverse audiences.

Industries and Clients Served

Appropriate Communications primarily serves organizations within the maritime and logistics ecosystem. This includes port authorities, port operators, ship owner-operators, offshore integrators, international supply chain service providers, maritime suppliers, and information technology service providers. The agency also has experience supporting initiatives in the consumer internet and information technology sectors, reflecting its ability to bridge the gap between traditional industries and digital innovation.

Notably, Appropriate Communications has been involved with the World Ports Sustainability Program, launched in 2018 by the International Association of Ports and Harbors (IAPH). The agency contributed to expanding the program’s project database, which now includes over 300 examples of how ports apply the UN Sustainable Development Goals in practice. It also helped disseminate the Port Endeavor educational game in partnership with UNCTAD TrainforTrade and APEC, as well as developing a successful annual awards scheme for ports. This work demonstrates the agency’s capacity to handle large-scale, multi-stakeholder communications projects with an international reach.

Approach and Philosophy

The guiding principle of Appropriate Communications is "Right Time. Right Place. Right Message." This motto underscores the agency’s emphasis on precision and relevance in communications. Rather than offering a one-size-fits-all solution, Appropriate Communications provides a flexible, personalized service that adapts to changing client needs. The agency believes there is no substitute for direct, hands-on support, and it prioritizes building long-term relationships over transactional engagements. This approach is particularly valuable for clients in the maritime and logistics sectors, where regulatory environments, market conditions, and stakeholder expectations can shift rapidly.

Based in Zwijndrecht, a town in the Flanders region of Belgium, Appropriate Communications is well-positioned to serve clients across Europe and beyond. Its location near the port of Antwerp—one of the world’s largest shipping hubs—gives the agency direct insight into the operational realities of its target industries. The team’s deep familiarity with the maritime and logistics landscape allows it to offer credible, context-aware advice that resonates with industry professionals.

Appropriate Communications is a good fit for organizations in the maritime, offshore, and logistics sectors that require a dedicated, flexible communications partner. It is particularly suited for companies seeking to strengthen their corporate reputation, engage stakeholders around sustainability and CSR initiatives, or navigate complex communications challenges with a hands-on, personalized touch. While the agency has a strong niche focus, its experience with digital and consumer-facing topics also makes it a viable option for technology and internet-related clients operating in the same industries.