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5 tips for companies doing PR in Japan and PR professionals working with Japanese clients
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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
Total Communications System Inc. 2014
EXCLUSIVES DON’T PLAY
WITH TWO EXCEPTIONS, EXCLUSIVES DON’T WORK IN JAPAN
Total Communications System Inc. 2014
JAPAN’S PRESS CLUBS DEMAND EQUAL ACCESS TO NEWS, SO …
Total Communications System Inc. 2014
PLAYING FAVORITES CAN BACKFIRE, GENERATING BAD COVERAGE … OR NONE AT ALL
Total Communications System Inc. 2014
EXTRAHAS ACME LOST PLOTIN JAPAN?
TWO EXCEPTIONS ARE BUSINESS MEDIA BEHEMOTH NIKKEI …
Total Communications System Inc. 2014
AND THE DOMINANT TRADE MEDIAIN YOUR INDUSTRY
Total Communications System Inc. 2014
ALWAYS USE EXCLUSIVES SPARINGLY, STRATEGICALLY
Total Communications System Inc. 2014
Total Communications System Inc. 2014
DON’T SWEAT THE SILENCE
FOREIGN SPOKESPEOPLE USUALLY WRAP UP PRESENTATIONSWITH A Q&A SESSION
Total Communications System Inc. 2014
BUT SOMETIMES THEY FIND NO TAKERS, THE ROOM EERILY QUIET
Total Communications System Inc. 2014
THIS HAPPENS BECAUSE …
Total Communications System Inc. 2014
MANY REPORTERS ARE STILL DIGESTING PRESENTATION CONTENT
Total Communications System Inc. 2014
OTHERS WANT TO AVOID FLAGGING THEIR ANGLE TO RIVALS
Total Communications System Inc. 2014
STILL OTHERS FEAR ASKING A STUPID QUESTION IN FRONT OF THEIR PEERS
Total Communications System Inc. 2014
AVOID THIS PROBLEM BY …
Total Communications System Inc. 2014
GIVING ATTENDEES A DETAILED EXPLANATION OF THE TOPICBEFOREHAND
Total Communications System Inc. 2014
BRIEFING GROUPS OF REPORTERS ON DIFFICULT CONCEPTS BEFORE ORAFTER THE PRESENTATION
Total Communications System Inc. 2014
USING 1-ON-1 INTERVIEWS TO ALLOW REPORTERS TO ASK QUESTIONS IN PRIVATE
Total Communications System Inc. 2014
Total Communications System Inc. 2014
COLD CALLS ARE UNCOOL
JAPAN IS A SOCIETY BUILT ON TIGHTLY KNIT GROUPS
Total Communications System Inc. 2014
EARNING INTRODUCTIONS IS NEITHER QUICK NOR EASY
Total Communications System Inc. 2014
RESTRICTIONS ON SHARING PERSONAL INFORMATION MAKE IT EVEN MORE CHALLENGING
Total Communications System Inc. 2014
CALLING A REPORTER OR SOMEONE ELSE YOU DON’T KNOW IS THE WRONG WAY TO ENGAGE THEM
Total Communications System Inc. 2014
RELY ON RELATIONSHIPS IN YOUR CIRCLES TO MAKE INTRODUCTIONS FOR YOU
Total Communications System Inc. 2014
SOMEONE ACTING ON YOUR BEHALF MAKES A GOOD FIRST IMPRESSION
Total Communications System Inc. 2014
Total Communications System Inc. 2014
DON’T IGNORE TABLOIDS
TOP TIER MEDIA CENSORS ITSELF TO AVOID ANGERING THE POWERFUL
Total Communications System Inc. 2014
…
SO COVERING BREAKING OR SENSITIVE ISSUES CAN BE A CHALLENGE FOR REPORTERS
Total Communications System Inc. 2014
IT’S NOT USUSUAL FOR REPORTERS TO PUBLISH THE NEWS IN TABLOIDS USING A PSEUDONYM
Total Communications System Inc. 2014
IF THE STORY GENERATES ENOUGH MOMENTUM, IT WILL BE PICKED UP BY MAINSTREAM MEDIA
Total Communications System Inc. 2014
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.
Total Communications System Inc. 2014
Total Communications System Inc. 2014
PROCESS IS THE WAY
NE-MAWASHI (DIGGING AROUND THE ROOTS) IS THE PROCESS FOR REACHING CONSENSUS IN JAPAN
Total Communications System Inc. 2014
ANYONE IMPACTED BY A PLAN MUST SIGN OFF ON IT BEFORE IT CAN BE IMPLEMENTED
Total Communications System Inc. 2014
WHEN DISCUSSING A PR ACTIVITY WITH A CLIENT, BE AWARE THAT …
Total Communications System Inc. 2014
YOUR CLIENT MAY NOT HAVE DECISION-MAKING POWER
Total Communications System Inc. 2014
YOUR CLIENT’S BUDGET MAY COME FROM ANOTHER DEPARTMENT
Total Communications System Inc. 2014
AND THAT NE-MAWASHI MAY TAKE DAYS OR WEEKS TO COMPLETE
Total Communications System Inc. 2014
HELP YOUR CLIENT BY ARMING THEM WITH EVERYTHING THEY WILL NEED TO PREVAIL
Total Communications System Inc. 2014
PUT YOURSELF IN THEIR SHOES WHEN DRAFTING PROPOSALS: ANTICIPATE QUESTIONS,PROVIDE ANSWERS
Total Communications System Inc. 2014
AND USE MEASUREABLE OUTCOMES THAT DEMONSTRATE PROJECT VALUE
Total Communications System Inc. 2014
Total Communications System Inc. 2014
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
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