In today’s interconnected world, public relations play a vital role in shaping brand perception and building strong relationships with target audiences. This is particularly true for international companies seeking to enter a foreign market such as in Japan, where differences in the media network, business practices and culture dynamics shape consumer behaviors with both distinctive challenges and opportunities. To enter the Japanese market, a deep understanding of these PR elements is a key element of business success. Here’s our ultimate guide to navigate Japan’s media landscape to make the most of your PR efforts.
Characteristics of Media in Japan
As a relationship-based society, public relations activities in Japan focus on building trust through long-term connections between companies and media outlets.
Legacy media like television, newspapers and magazines still play an important role in Japan. With nearly 30% of Japan’s population being 65 and older, traditional media outlets are still preferred by many. Among younger demographics and in urban environments like Tokyo, influencers and social media content pull more weight. Japanese consumers tend to value word of mouth recommendations and information from trusted third parties.
To build a successful campaign, it’s necessary to understand the pros and cons of each medium, and choose the most effective platform for the target audience.
Television
Although TV audiences have been declining over the years, Japan has been less affected by the medium’s diminishing presence compared to many countries. Audiences across demographics still consume television on a regular basis, making it a valued media source. In particular, news programs have tremendous reach in local areas. Television campaigns, largely operated by teaming up with advertising agencies and having them buy programming slots, are highly effective in increasing brand awareness and credibility in Japan.
Newspapers
Newspapers are a highly reliable platform and are suitable for more formal information dissemination. Each newspaper has its own characteristics; The Nikkei, for example, largely shares economic information. General newspapers cover a wide range of topics ranging from the local to the national. While newspaper readership is declining and faces challenges in reaching a younger audience, the platform fosters reliability.
Magazines
As another print medium, magazines may seem interchangeable with newspapers; but magazines allow companies to target readers with specific interests in niche fields. Compared to other countries, Japanese publishing companies produce a broader variety of magazines targeting a wide range of niches, according to age groups, interests and even personal style. With big photo spreads and creative designs, magazines can quickly grab the reader’s attention through visual impact without necessarily relying on text information. Because of the medium’s long publication cycle, companies should be attentive to scheduling when publishing time-sensitive or trendy information.
Radio
Conveying information through sound has both advantages and disadvantages. When used correctly, radio and its modern iterations like podcasts can effectively engage listeners’ imagination. Since they don’t need to keep their eyes glued to the screen, information becomes mobile: the audience can listen while driving, commuting, exercising or doing other activities. At the same time, without visuals to depend on, information needs to be shared smoothly and leave an instant impact to be memorable.
Websites and Social Media
Online media such as news sites and blogs can spread information very quickly and widely through SEO (search engine optimization). The Internet allows users to access information 24/7, and its more informal, quick nature creates immediacy. On the other hand, information on the internet can easily become transient.
Social media platforms such as Instagram, Facebook, X (formerly Twitter) and TikTok have very high diffusion power and foster two-way communication. Social media is a great space to build more community outreach and engage with potential customers first hand. However, information is instantaneous and requires continuous message transmission to keep things fresh. The Internet can also be a very unforgiving place, and user anonymity can spark flame wars, which must be handled with great care.
Considering these characteristics, it is important to select and combine the most appropriate media for public relations activities according to the purpose and target.
Framework for Success
The following framework can help foreign firms develop effective public relations activities in Japan.
- Market research: Understand Japanese consumers and competitors.
- Set objectives: Set specific objectives for the campaign.
- KPI setting: Set key performance indicators to determine the requirements to achieve campaign objectives.
- Selection of PR agency: Select a PR agency that understands the industry and is familiar with the Japanese market.
- Strategy implementation: Develop the campaign proposed by the PR agency.
- Measuring and adjusting the results: Measure the effectiveness of the campaign and adjust the strategy as needed.
Ranking PR Agencies
PR agencies act as strategic partners, helping businesses navigate the complexities of the media landscape and craft compelling narratives that resonate with the Japanese public. A well-established PR agency has relationships with various media outlets regardless of industry and can provide one-stop services based on its extensive experience. With these traits, even international companies that are not as familiar with the Japanese market can feel comfortable navigating a new media landscape.
In 2022, Shukan Toyo Keizai — one of Japan’s most famous business newspapers — created a ranking of PR firms according to approximately 200 responses gathered on a 5-point scale of satisfaction from corporate PR managers that have hired them. Below are PR agencies in Japan with the highest ranking, selected according to their respective strengths and overall client satisfaction.
Vector
Vector Inc. is a leading Japanese PR agency with strengths in leveraging the influence of online platforms and social networking sites. Established in 1993, Vector works with many domestic and international companies and can handle a wide range of industries while also supporting investor relations (IR) activities to improve a company’s visibility in the stock market.
Sunny Side Up
Established in 1985, Sunny Side Up Inc. is one of Japan’s first media relations firms. It has built a unique position in the Japanese PR industry as an agency that specializes in introducing foreign companies to the Japanese market. Characterized by its award-winning innovative PR campaigns, the agency maximizes brand exposure through an extensive network of influencers, digital media and traditional media. Sunny Side Up is particularly strong in PR activities for sports, food and beverage, and entertainment industries, as the firm also manages athletes and develops restaurants.
Kyodo PR
Kyodo PR Inc. was established in 1964, making it one of the oldest PR firms in Japan. Through their deep relationships with major Japanese media outlets, especially newspapers and television, Kyodo PR’s strengths lie in legacy media-focused PR campaigns. The agency also has a good track record with reliability and crisis management to protect corporate brand image.
Material
Material Inc. is a start-up company introduced in 2005 that specializes in creative, youth-oriented PR using content marketing and social media. With their attractive visuals and reputation for viral social media campaigns, Material’s strength is in targeting young audiences.
Dentsu PR Consulting Inc.
Dentsu PR Consulting Inc., established in 1961, is a group company by Dentsu, Japan’s largest advertising agency. They provide a wide range of PR services to large corporations in Japan and abroad. Dentsu Group has access to an unparalleled network of resources that allows them to develop and execute complex initiatives and nationwide campaigns.
Edelman Japan
Established in 2005, Edelman Japan K.K. is a world-renowned PR firm with significant influence in Japan. It provides a global perspective to assist multinational companies entering the Japanese market. The agency focuses on utilizing data analysis to develop effective PR strategies.
Weber Shandwick Japan
IPG Dextra Japan K.K., the Japanese subsidiary of Weber Shandwick, debuted in 1959 and provides integrated communications that combine traditional and digital PR. The firm works with a large number of foreign-affiliated firms and provides PR strategies localized for the Japanese market. The agency has also proven their reliability in quickly responding to company emergencies.
Conclusions
The media landscape in Japan presents unique challenges for foreign businesses to navigate; local cultural nuances are crucial in shaping consumer behavior, business etiquette and client relations. Hence, it is necessary for businesses to partner with reputable PR agencies to implement effective communication strategies, and to ultimately achieve their marketing goals.
