So here’s an interesting link: https://www.bulleitgroup.com/study/flexport/ 

First things first: there’s no problem with a company enlisting the help of a PR company or strategic marketer. None at all. You’re doing yourself a disservice by not thinking about using those types of partners. /1

Flexport was proactive in finding a partner that could help it tell a story about its emerging business. I’ve written that the company had to juggle dual narratives - one for the investment community and one for the freight industry. That’s not easy. /2 https://www.joc.com/technology/flexport%E2%80%99s-ascent-raises-valuation-and-volume-questions_20180918.html

I just want to point out these two elements of this strategy, and note how the JOC approaches this issue. /3

Yes, we have written extensively about Flexport. We have written about new services and products they’ve introduced, and funding they’ve received. They’ve spoken at our events and hopefully will again in the future. /4

We’ve also analyzed Flexport in a comprehensive manner, from the nature of its differentiation, to the way the market views it, to the sustainability of the investment model it has pursued. I would hope the industry views our coverage as fair-minded. /5 https://www.joc.com/international-logistics/logistics-providers/flexport/analysis-reignites-questions-flexport%E2%80%99s-volumes_20190409.html

However, I want to be clear about something: you don’t get “inserted” into @JOC_Updates coverage or programming. You don’t “secure” spots in our reports or on our panels. You can't on the one hand charge for content, as we do, and on the other allow media "placements." /6

If you charge for content, it has to be unbiased, fair and accurate. I’m not making any judgments about how other publications operate, but that’s not how it works here. Never has and never will. /end

Forgot to add: Flexport did break the news in '16 of Amazon getting its NVO license, as we cited in our coverage back then... https://www.joc.com/maritime-news/container-lines/amazon%E2%80%99s-nvocc-status-opens-door-new-business-cheaper-rates_20160126.html

Update: looks like this link was taken down.