Dentsu PR Consulting Business Guidelines
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Promotion/
Communication objectives
Phase1
Current state analysis/ Issue identification
Current state awareness and issue identification by consumer, stakeholder surveys, etc.
Phase2
Strategy formulation/ Action planning
Building strategy and action plans for solving issues
Phase3
Promotion/ Communication Content dissemination
Action program execution and verification of effectiveness (KPI management)
Differences in Domestic and Overseas Perceptions
[Domestic]
Mass media-led shaping of public opinion and consumer awareness
Attention must be paid to how news reports by the mass media, notably the major TV stations and nationwide daily newspapers, and advertising campaigns in mass media, shape consumer perceptions of the significance to society and the value of companies and products, etc.
[Overseas]
Journalist/owned media-led shaping of public opinion and consumer awareness
Overseas, with the large number of channels, attention must be paid to how consumer perceptions of the significance to society and the value of companies and products are shaped by journalists, specialized Magazines, and owned media statements, hooked by new product facts and top management presence, etc.
Shared Awareness in Japan and Overseas
[Points in Common]
Impact on consumers from social media comments and reports by KOL and influencers
Attention must be paid to how social media comments and reports by KOL and influencers shape consumer perceptions of the significance to society and the value of companies and products, etc.
Overview of Provided Services
After determining public opinion and other trends in the target area and how the company, organization, government entity or other client operating globally in that area is seen there (name recognition, value, etc.), we identify issues for developing a PR context suited to the objectives.
Eclipse Model
Overlaying the Features and Advantages of the company, organization, government entity or other client on public Interest and Discontent, we apply our own original methodology in creating a PR context that will resonate with the target.
Current state survey methodology ｜ Analysis of news coverage
The news coverage situation of your company and a benchmark company or companies are analyzed and used in formulating PR strategy and measuring effectiveness
For carrying out more effective PR activities, “analysis of the current state” in the “Plan” (action planning) phase and “verification of effectiveness” in the “Check” (measuring PR effectiveness) phase of the PDCA cycle are highly important. Analysis of news coverage means conducting survey analysis from the viewpoint of how the company is being reported in the news, for the purpose of “analysis of the current state” and “verification of effectiveness.” By analyzing how your company and a benchmark company or companies are being reported on, the results can be used as basic data for formulating PR activities strategy. From the trends in news coverage, we also extract issues with current communicationactivities and provide consulting on subsequent PR strategy.
Current state survey methodology ｜ Social listening
Strengthening your brand by surveying and analyzing social media
In social listening, it is important to set clear objectives as to what you want to obtain from media. We collect and survey information while deciding on appropriate data, tools, and frequency of data-gathering. All the steps from target setting to information collection design, data gathering, information analysis, and reporting are performed by our social analysts and PR consultants, enabling more effective surveys.
Current state survey methodology ｜ Marketing surveys
Determining your company’s position with quantitative surveys
Measuring quantitatively and qualitatively how stakeholders assess your company and its products and services, and looking at how this differs from competitors and at the needs gap, enables PR activities to be carried out strategically. At every PDCA cycle phase, whether “surveys for building strategy and searching for ways to solve issues,” “surveys for creating PR materials,” “surveys for measuring the effectiveness of activities,” or “surveys for revising plans,” our proposals come withthe “media perspective” and “general consumer perspective” provided best by a comprehensive PR company.
Related works
Hitachi, Ltd.
Honda Motor Co., Ltd.
Japan Airlines Co., Ltd.
Honda Motor Co., Ltd.
Honda Motor Co., Ltd.
BANDAI SPIRITS Co., Ltd.
Japan Airlines Co., Ltd.
Tsumura & Co.
Related Insight
Related materials
Company Brochure
This is the company profile of Dentsu PR Consulting. This document clearly summarizes our philosophy, services, strengths, and achievements. It introduces our efforts in supporting companies and organizations in solving their challenges across a wide range of areas, including PR strategy, digital initiatives, and risk management, with reputation management as our core focus. Please use this as a reference when considering your company’s public relations and communication strategy. (15 pages total)
About Our Global Promotion and Communication Support
PR Consulting Dentsu’s global PR support is distinguished by its strategic planning that takes into account the differences in PR environments and cultural backgrounds across countries and regions, as well as by its strong execution capabilities. We offer public relations and communication support tailored to the specific needs of Japanese companies aiming to expand into overseas markets, and for international companies seeking to enter the Japanese market. In response to the rapid evolution of digital technology and social media, we also provide one-stop PR solutions that cover the entire process—from strategic planning and execution to performance evaluation.
Service list
Crisis ＆ Issues Management
Media Relations
Digital PR
Event
PR Consulting
Research＆Analysis
Advertorial & Tie-in
Communication Materials Production
PR Measurement
PR Training & Workshops
About Dentsu PR Consulting
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