Differences in Domestic and Overseas Perceptions

Differences in Domestic and Overseas Perceptions

[Domestic]
Building strategy starting from values and themes covered by mass media and of high interest to the public

In Japan, where mass media is strongly influential, PR strategy and actions are required that provide as news sources the kinds of content the media are likely to take up, such as company/product facts, value proposition, and activities, starting from values and themes of high interest to the public.

[Overseas]
Building strategy starting from the utterances and communication by top management in the context of stakeholder capitalism

Outside Japan, in countries where stakeholder capitalism is strong and attention tends to gather around the aura of top management and their utterances and communications to the outside, PR strategy and actions are required that communicate company/product facts, value proposition, and activities, starting from top management.

Shared Awareness in Japan and Overseas

[Points in Common (1)]
Building strategy that emphasizes sustainability, taking into consideration social trends, global issues, and other concerns of society

PR strategy and actions are required that emphasize sustainability that creates new value, in the face of worldwide issues such as global warming, energy problems, and other social issues, aiming to raise the corporate and brand value along with the sustainable growth of society, and attempting to solve social issues with the company’s own assets, business, and guiding principles.

[Points in Common (2)]
Building strategy taking into consideration crisis management and risk management

PR strategy and actions are required that take into consideration crisis management and risk management in case a scandal, compliance problem or the like erupts into a social media frenzy.

Overview of Provided Services
From “creating a buzz” to “creating value”

Demanded now are activities that boost the “public relations” aspect of promotional activities by transforming to strategic promotion that leads value creation, facing up to social issues and giving substance to a new issue-solving type of socialvalue creation.

Branding

Becoming a brand that can share stakeholders. We support strategy proposal and activities for raising the brand value of the corporation/organization/product/service.

[Total branding with three elements]

Paying special attention to the branding process, in the initial environment analysis performed internally and from the outside, the analysis is made around three elements making up the corporate brand and its reputation, namely, “product appeal,” “human appeal,” and “financial appeal.” Approaching branding from such PR standpoints leads to activities for raising brand value, from changing employee awareness to key target perception management.

Top management communication

For heightening the presentation ability of top management, we provide services from speech writing to image consulting, mainly through one-on-one practical training. Holistic consulting is provided regarding the top management presence (aura).

[Techniques for raising top management presentation ability and enhancing corporate PR and promotional capabilities]

When the attention of stakeholders is heightened, so that not only the media but shareholders, analysts, employees, ordinary consumers, intellectuals and many others come to have expectations about statements of top management, then if something goes wrong, top management becomes thetarget of criticism. We have multiple programs for improving the presentation capability of top management.

Speech writing

We assist with preparation of manuscripts for specific presentation or speech opportunities. We begin by analyzing news reports and asking for the views of experts, aimed at grasping the social environment of the company, then create a story taking into consideration the perspective of how it will be received by the target audience, and carry out keyword development. From there we go on to create a manuscript, closely aligned with the company’s current situation and future vision, while taking care to make it easy to convey to the target audience and easy for the speaker to present.

Public speaking training

Of equal importance to deciding what to say are the techniques for making the presentation a compelling one. Public speaking training is conducted with the speaker, pointing out the peculiarities in each person’s speaking style, and building a presentation style on that basis, drawing out the individuality of that person.

Internal communication

Based on our Internal Branding® model, we provide optimal communication strategy proposals and solutions for reforming the institutional climate.

[Internal Branding® as a foundation for strengthening
company-employee engagement]

Internal Branding® was registered in 2003 as a trademark of Dentsu PR Consulting. It is an approach to branding that involves creating power to attract people and raising the value of an organization by sharing issues within the organization and acting together with the same consciousness toward one vision (goal). Internal communication Based on our Internal Branding® model, we provide optimal communication strategy proposals and solutions for reforming the institutional climate. Note: Internal Branding is a registered trademark of Dentsu PR Consulting.

Dedicated planning team PRX Studio Q

By incorporating the viewpoint of the public in all kinds of areas, including business administration, R&D, marketing, branding, HR and hiring, and by designing projects by whatever method works, new business growth

“PR techniques in all business areas.” Q guarantees PR transformation that goes beyond the boundaries of conventional PR companies. By incorporating the viewpoint of the public in all kinds of areas, including business administration, R&D, marketing, branding, HR, and hiring, and by designing projects by any means necessary, new business growth is achieved.

Dedicated digital team Digital Solutions Unit

Today when the digital society and digital lifestyle are accelerating, use of digital technology in PR is essential. We provide solutions in areas such as social media strategy and influencer policy, drawing on our development and research on diverse digital methodologies.

Digital Solutions Unit

In an era when digital gives birth to many feelings and draws responses from consumers, the use of digital is an essential element in PR. Based on PR thinking and techniques, and giving importance to staying tuned to the feelings of each consumer, we develop and conduct research on diverse digital solutions, in areas including social media, influencer policy, digital advertising, websites, immersive events, AI, and social risk measures. Based on PR thinking and techniques, working for a better tomorrow with Digital and Creative Themes of our initiatives ーSocial Experience Promoting an optimal consumer experience on social media and other digital media ーInterface Design Providing higher-dimensional value at the interface between real and digital, from the standpoint of consumers ーDigital Distribution Continuing to optimize information conveyance using digital media, even as the ways people come in contact with information continue to change ーContent Generation Creating content of value to consumers and managing the platform for properly communicating that content

Crisis Response/Risk Management

Skill at crisis management, in cases of compliance or safety problems, product accidents, social media flare-ups or the like, is crucial to the continued existence of a company or organization. Along with assistance in an emergency, we provide total support for strengthening your crisis management capability, from prevention to ensuring there are no recurrences.

[Assisting with emergency response]

When you are confronted with a crisis, our staff with their media experience and insight will provide advice and overall support, from the initial occurrence to the holding of an emergency press conference, aimed at minimizing loss of trust and financial loss.

[Simulation training]

By experiencing many different situations in an “emergency response headquarters,” from decision-making to choosing the response policy and preparing for explanations outside the organization, more practical actions can be learned.

Corporate Communication Strategic Studies Institute (C.S.I.)

The Corporate Communication Strategic Studies Institute (C.S.I.) is a research team that, working with experts in fields such as corporate management and promotion (university professors, researchers, etc.), conducts surveys, analysis, and research on corporate PR strategy and organizational structure. It can also provide specialized support.

A research organization in Dentsu PR Consulting that, working with experts in fields such as corporate management and promotion (university professors, researchers), conducts surveys, analysis, and research on corporate PR strategy and organizational structure, etc.