Which industry is booming in Japan at the moment and which companies are currently investing into PR? For our new series on market trends around the world this week the GCPR-Blog team talked to Mervin Chin, Account Coordinator of Kyodo Public Relations, Globalcom’s partner agency in Japan. *
As relief efforts are underway in Japan, social media is stepping up its role to provide ways for the international community to provide support. In this time of crisis, social media has truly proven its influence in connecting the world, creating important dialogue, and generating quick ways to donate. Read more
This week our series on international PR will visit Japan. Tadahisa Kimura, General Manager at GlobalCom’s partner agency Kyodo Public Relations in Tokyo, informs about current trends in media and PR in Japan. Online and social media are becoming increasingly popular here, but traditional media like newspapers and TV still have the highest priority.
*The series is based on phone or face-to-face interviews and written input, therefore please excuse language mistakes which might reflect foreign language influences.
1. What is the latest trend (change) in PR you have identified in your region?
Kimura: First of all, we should mention that Japan’s major traditional media such as “Newspaper” and “TV” still remain relatively powerful and influential to the public, and the total number of newspaper subscriptions is still very high (e.g. Yomiuri daily: 10 mio., Asahi daily: 8 mio. as of August 2010), though it is decreasing slowly. However, online PR is definitely gaining priority year by year. We believe that initiating social media programs will become more and more important for both PR and AD agencies. Mixi (9.6 mio.) and Twitter (10 mio. users in Japan) are 2 major social media and especially consumer related companies of any kind are organizing campaigns targeting these social media to promote their products proactively.