Office of Global CommunicationsPrime Minister's Office

Global Communication Activities of PMO since 3/11

July 10, 2012 Noriyuki Shikata (twitter @norishikata)Deputy Cabinet Secretary for Public Affairs

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The Great East Japan Earthquake:Chain of events

Source: literature research, The Boston Consulting Group

(3)Long-term impact

(2)

Immediate

impact

(1)Primary damage

Structure of the chain of compound damageStructure of the chain of compound damage

Earthquake

Tsunami

Nuclear power plant

Power shortage

Concerns regardingradiation

Decline in tourist numbers

DamageDamage

2:46 pm, Mar 11

• Magnitude 9.0 earthquake at Sanriku coast

3:51 pm, Mar 11• 9.3m tsunami strikes Soma city, Fukushima

prefecture

3:36 pm, Mar 12• Fukushima Dai-ichi Reactor 1 structure collapses• Atomic fuel meltdown occurs

Mar 14 ~• Rolling blackouts in Kanto prefectures in March

Mar 14 ~• At least 50 countries/regions, starting with H.K. &

China, impose import restrictions apart from products restricted by the Japanese government.

Mar ~• Visitors decrease 50% compared to 2010

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Global Communications Activities by PMO of Japan

Major Media CoverageMajor Media Coverage

Chief Cabinet Secretary Edano starts foreign media interviews, holding interviews with 11 media agencies

Op-Ed contributed by PM on "Japan's Road to Recovery and Rebirth“ to Washington Post & IHT

• Picked up by 128 outlets in 62 countries through May

Deputy Cabinet Secretary for Public Affairs Shikata starts interviews with foreign media

• Over 60 TV & Radio Interviews in March, including BBC and CNN

Simultaneous interpreting introduced for Chief Cabinet Secretary announcements (in addition to PM)

3/11

3/20

5/21

4/17

3/13

3/16

The Great East Japan Earthquake

Start of Daily Foreign Press Briefings by gov’t officials• PMO, Nuclear Industrial Safety Agency, Nuclear Safety

Commission, MEXT, MHLW, MAFF, MOFA• Daily until April 25

3/21

Face to face interview between PM & Financial Times

4/11Appreciation Advertisement by PM Naoto Kan

• FT, IHT, WSJ, People’s daily, Chosun Ilbo, Kommersant, Le Figaro

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Website and Social Media

• Created Facebook account （ Prime Minister’s Office of Japan ） (March 23, 2011)

• Over 10,000 “Like”

WebsiteWebsite

• Upgraded the English website "Prime Minister of Japan and His Cabinet" in Jan 2012

• Special website about the Great East Japan Earthquake

FacebookFacebook

• Added Chinese page in Feb 2012– http://www.kantei.go.jp/cn/

index.html

• Launch English twitter (@JPN_PMO)

• over 70,000 followers

TwitterTwitter

• Japan-related info also tweeted at @norishikata

• Over 14,000 followers

• Japan-related info in Chinese• Over 5,000 followers

Sina WeiboSina Weibo

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Future direction: Stronger communications function

• Strengthen communications through enhanced collaboration among government ministries and agencies

• Share and utilize the knowledge and content of each ministry/agency

• Create a framework to align the activities/strategies of communications personnel

• Foster global communications mindset and skills

• Diversify channels of communication

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Priority themes & agenda for global communications

Address global issues and drive economic growth• Tackling environmental issues （ e.g. ‘Future City’ ）• Responding to the aging society　（ e.g. international medical exchange, Life (Health) Innovations ）• Promotion of the deployment of integrated infrastructure systems overseas （ e.g. Nuclear generation, High-Speed Rail, water ）• Inward Investment Promotion Program（ e.g. Japan as a ‘bridge nation to Asia’ ）

Cool Japan, latent demand in tourism and healthcare provision should be realized• Cool Japan 　（ e.g. food, fashion, music, animation film, traditional culture ）• Tourism 　（ e.g. 30 Million Annual Visitors to Japan Program, holding of international conferences

at tourist sites ）• Healthcare　（ e.g. international medical exchange ）

Underlying philosophy for Japan’s strengths and attractiveness will be globally communicated

• New Growth Models 　（ e.g. Gross National Happiness ）• Human Security 　（ e.g. Public-Private Collaboration in Human Security Fund ）

Japan’s Strengths

Japan’s Attractions

Japanese ‘Values’