5 things you may not know about pr in japan

5 THINGS YOU MAY NOT KNOW ABOUT PR IN JAPAN

A SHORT PRESENTATION FOR:- Foreign companies doing PR in Japan; and

- PR pros working with Japanese clients

Total Communications System Inc. 2014


EXCLUSIVES DON’T PLAY

WITH TWO EXCEPTIONS, EXCLUSIVES DON’T WORK IN JAPAN


JAPAN’S PRESS CLUBS DEMAND EQUAL ACCESS TO NEWS, SO …


PLAYING FAVORITES CAN BACKFIRE, GENERATING BAD COVERAGE … OR NONE AT ALL


EXTRAHAS ACME LOST PLOTIN JAPAN?

TWO EXCEPTIONS ARE BUSINESS MEDIA BEHEMOTH NIKKEI …


AND THE DOMINANT TRADE MEDIAIN YOUR INDUSTRY


ALWAYS USE EXCLUSIVES SPARINGLY, STRATEGICALLY



DON’T SWEAT THE SILENCE

FOREIGN SPOKESPEOPLE USUALLY WRAP UP PRESENTATIONSWITH A Q&A SESSION


BUT SOMETIMES THEY FIND NO TAKERS, THE ROOM EERILY QUIET


THIS HAPPENS BECAUSE …


MANY REPORTERS ARE STILL DIGESTING PRESENTATION CONTENT


OTHERS WANT TO AVOID FLAGGING THEIR ANGLE TO RIVALS


STILL OTHERS FEAR ASKING A STUPID QUESTION IN FRONT OF THEIR PEERS


AVOID THIS PROBLEM BY …


GIVING ATTENDEES A DETAILED EXPLANATION OF THE TOPICBEFOREHAND


BRIEFING GROUPS OF REPORTERS ON DIFFICULT CONCEPTS BEFORE ORAFTER THE PRESENTATION


USING 1-ON-1 INTERVIEWS TO ALLOW REPORTERS TO ASK QUESTIONS IN PRIVATE



COLD CALLS ARE UNCOOL

JAPAN IS A SOCIETY BUILT ON TIGHTLY KNIT GROUPS


EARNING INTRODUCTIONS IS NEITHER QUICK NOR EASY


RESTRICTIONS ON SHARING PERSONAL INFORMATION MAKE IT EVEN MORE CHALLENGING


CALLING A REPORTER OR SOMEONE ELSE YOU DON’T KNOW IS THE WRONG WAY TO ENGAGE THEM


RELY ON RELATIONSHIPS IN YOUR CIRCLES TO MAKE INTRODUCTIONS FOR YOU


SOMEONE ACTING ON YOUR BEHALF MAKES A GOOD FIRST IMPRESSION



DON’T IGNORE TABLOIDS

TOP TIER MEDIA CENSORS ITSELF TO AVOID ANGERING THE POWERFUL


…

SO COVERING BREAKING OR SENSITIVE ISSUES CAN BE A CHALLENGE FOR REPORTERS


IT’S NOT USUSUAL FOR REPORTERS TO PUBLISH THE NEWS IN TABLOIDS USING A PSEUDONYM


IF THE STORY GENERATES ENOUGH MOMENTUM, IT WILL BE PICKED UP BY MAINSTREAM MEDIA


THIS JUST IN …

SMOKE IN A TABLOID CAN EASILY BECOME A FIRE IN THE MSM. YOU CAN DISMISS TABLOID MEDIA, JUST DON’T IGNORE IT.



PROCESS IS THE WAY

NE-MAWASHI (DIGGING AROUND THE ROOTS) IS THE PROCESS FOR REACHING CONSENSUS IN JAPAN


ANYONE IMPACTED BY A PLAN MUST SIGN OFF ON IT BEFORE IT CAN BE IMPLEMENTED


WHEN DISCUSSING A PR ACTIVITY WITH A CLIENT, BE AWARE THAT …


YOUR CLIENT MAY NOT HAVE DECISION-MAKING POWER


YOUR CLIENT’S BUDGET MAY COME FROM ANOTHER DEPARTMENT


AND THAT NE-MAWASHI MAY TAKE DAYS OR WEEKS TO COMPLETE


HELP YOUR CLIENT BY ARMING THEM WITH EVERYTHING THEY WILL NEED TO PREVAIL


PUT YOURSELF IN THEIR SHOES WHEN DRAFTING PROPOSALS: ANTICIPATE QUESTIONS,PROVIDE ANSWERS


AND USE MEASUREABLE OUTCOMES THAT DEMONSTRATE PROJECT VALUE



THANK YOU AND GOOD NIGHT.

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

5 things you may not know about pr in japan

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