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5 things you may not know about pr in japan

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5 tips for companies doing PR in Japan and PR professionals working with Japanese clients

5 tips for companies doing PR in Japan and PR professionals working with Japanese clients

Published in: Business, News & Politics

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  • 1. 5 THINGS YOU MAY NOT KNOW ABOUT PR IN JAPAN
  • 2. A SHORT PRESENTATION FOR: - Foreign companies doing PR in Japan; and - PR pros working with Japanese clients © Total Communications System Inc. 2014
  • 3. © Total Communications System Inc. 2014 EXCLUSIVES DON’T PLAY
  • 4. WITH TWO EXCEPTIONS, EXCLUSIVES DON’T WORK IN JAPAN © Total Communications System Inc. 2014
  • 5. JAPAN’S PRESS CLUBS DEMAND EQUAL ACCESS TO NEWS, SO … © Total Communications System Inc. 2014
  • 6. PLAYING FAVORITES CAN BACKFIRE, GENERATING BAD COVERAGE … OR NONE AT ALL © Total Communications System Inc. 2014 EXTRA HAS ACME LOST PLOT IN JAPAN?
  • 7. TWO EXCEPTIONS ARE BUSINESS MEDIA BEHEMOTH NIKKEI … © Total Communications System Inc. 2014
  • 8. AND THE DOMINANT TRADE MEDIA IN YOUR INDUSTRY © Total Communications System Inc. 2014
  • 9. ALWAYS USE EXCLUSIVES SPARINGLY, STRATEGICALLY © Total Communications System Inc. 2014
  • 10. © Total Communications System Inc. 2014 DON’T SWEAT THE SILENCE
  • 11. FOREIGN SPOKESPEOPLE USUALLY WRAP UP PRESENTATIONS WITH A Q&A SESSION © Total Communications System Inc. 2014
  • 12. BUT SOMETIMES THEY FIND NO TAKERS, THE ROOM EERILY QUIET © Total Communications System Inc. 2014
  • 13. THIS HAPPENS BECAUSE … © Total Communications System Inc. 2014
  • 14. MANY REPORTERS ARE STILL DIGESTING PRESENTATION CONTENT © Total Communications System Inc. 2014
  • 15. OTHERS WANT TO AVOID FLAGGING THEIR ANGLE TO RIVALS © Total Communications System Inc. 2014
  • 16. STILL OTHERS FEAR ASKING A STUPID QUESTION IN FRONT OF THEIR PEERS © Total Communications System Inc. 2014
  • 17. AVOID THIS PROBLEM BY … © Total Communications System Inc. 2014
  • 18. GIVING ATTENDEES A DETAILED EXPLANATION OF THE TOPIC BEFOREHAND © Total Communications System Inc. 2014
  • 19. BRIEFING GROUPS OF REPORTERS ON DIFFICULT CONCEPTS BEFORE OR AFTER THE PRESENTATION © Total Communications System Inc. 2014
  • 20. USING 1-ON-1 INTERVIEWS TO ALLOW REPORTERS TO ASK QUESTIONS IN PRIVATE © Total Communications System Inc. 2014
  • 21. © Total Communications System Inc. 2014 COLD CALLS ARE UNCOOL
  • 22. JAPAN IS A SOCIETY BUILT ON TIGHTLY KNIT GROUPS © Total Communications System Inc. 2014
  • 23. EARNING INTRODUCTIONS IS NEITHER QUICK NOR EASY © Total Communications System Inc. 2014
  • 24. RESTRICTIONS ON SHARING PERSONAL INFORMATION MAKE IT EVEN MORE CHALLENGING © Total Communications System Inc. 2014
  • 25. CALLING A REPORTER OR SOMEONE ELSE YOU DON’T KNOW IS THE WRONG WAY TO ENGAGE THEM © Total Communications System Inc. 2014
  • 26. RELY ON RELATIONSHIPS IN YOUR CIRCLES TO MAKE INTRODUCTIONS FOR YOU © Total Communications System Inc. 2014
  • 27. SOMEONE ACTING ON YOUR BEHALF MAKES A GOOD FIRST IMPRESSION © Total Communications System Inc. 2014
  • 28. © Total Communications System Inc. 2014 DON’T IGNORE TABLOIDS
  • 29. TOP TIER MEDIA CENSORS ITSELF TO AVOID ANGERING THE POWERFUL © Total Communications System Inc. 2014 …
  • 30. SO COVERING BREAKING OR SENSITIVE ISSUES CAN BE A CHALLENGE FOR REPORTERS © Total Communications System Inc. 2014
  • 31. IT’S NOT USUSUAL FOR REPORTERS TO PUBLISH THE NEWS IN TABLOIDS USING A PSEUDONYM © Total Communications System Inc. 2014
  • 32. IF THE STORY GENERATES ENOUGH MOMENTUM, IT WILL BE PICKED UP BY MAINSTREAM MEDIA © Total Communications System Inc. 2014 THIS JUST IN …
  • 33. SMOKE IN A TABLOID CAN EASILY BECOME A FIRE IN THE MSM. YOU CAN DISMISS TABLOID MEDIA, JUST DON’T IGNORE IT. © Total Communications System Inc. 2014
  • 34. © Total Communications System Inc. 2014 PROCESS IS THE WAY
  • 35. NE-MAWASHI (DIGGING AROUND THE ROOTS) IS THE PROCESS FOR REACHING CONSENSUS IN JAPAN © Total Communications System Inc. 2014
  • 36. ANYONE IMPACTED BY A PLAN MUST SIGN OFF ON IT BEFORE IT CAN BE IMPLEMENTED © Total Communications System Inc. 2014
  • 37. WHEN DISCUSSING A PR ACTIVITY WITH A CLIENT, BE AWARE THAT … © Total Communications System Inc. 2014
  • 38. YOUR CLIENT MAY NOT HAVE DECISION-MAKING POWER © Total Communications System Inc. 2014
  • 39. YOUR CLIENT’S BUDGET MAY COME FROM ANOTHER DEPARTMENT © Total Communications System Inc. 2014
  • 40. AND THAT NE-MAWASHI MAY TAKE DAYS OR WEEKS TO COMPLETE © Total Communications System Inc. 2014
  • 41. HELP YOUR CLIENT BY ARMING THEM WITH EVERYTHING THEY WILL NEED TO PREVAIL © Total Communications System Inc. 2014
  • 42. PUT YOURSELF IN THEIR SHOES WHEN DRAFTING PROPOSALS: ANTICIPATE QUESTIONS, PROVIDE ANSWERS © Total Communications System Inc. 2014
  • 43. AND USE MEASUREABLE OUTCOMES THAT DEMONSTRATE PROJECT VALUE © Total Communications System Inc. 2014
  • 44. © Total Communications System Inc. 2014 THANK YOU AND GOOD NIGHT.
  • 45. Icons on slides 1-5, 7-11 and 13-45 were made by Freepik and the icon on slide 12 by SimpleIcon, both from Flaticon.com and used under a Creative Commons 3.0 license. PRESENTATION BY: TOTAL COMMUNICATIONS SYSTEM INC. TOKYO, JAPAN @TOCS_PR http://www.pr-tocs.co.jp/?en