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PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
Maybe No,
But
PR (Firms/Teams) Will be Redefined.
2
What Do PR Firms/Teams DoIn The First Place?
Image: Socialbright
3
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
4 2013 Top Service Offerings of Major PR Firms in Japan
Research Body: Public Relations Society of Japan via MarshRespondents: 56 PR Firms (excluding ad agencies and sales promotion firms) Period: March 18 - April 5, 2013
82%80%
77% 77%75%
70% 70%
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
5
PR Teams Are Mainly GettingRetainer Consulting
Mass Media Relations Support
• Press Conference Planning and Operations
• Publicity Support
• Non-paid Publicity Pitching and Follow-up
• Paid Publicity Management
• Media Monitoring and Clipping
Research and Analysis
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
Do We Need A PR Firm?
Image: Socialbright
6
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
8If You Are
An Online Tech Media Writer,
You May Not Need A PR Firm.
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
9
If You Are
An Online Tech Media Writer,
You May Not Need A PR Firm.
• Tech writers can spot interviewers directly via social media. Little need of in-between support.
Because:
• Media prefer paid articles to non-paid publicity which PR firms initially elaborate.
• “Media decide news values, not PR firms” so don’t want to be bothered.
• Communication campaign may not be necessary since you are a news media writer, not marketer.
Reference: “Are PR Firms Needed in IT Industry? – How To Have IT Media To Write Articles for You” December 16, 2013Ibisa OtaniTech ASCII. Jp PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
10 If You Are
An Enterprise PR Director with
Full of Resources and Expertise,
You May Not Need A PR Firm Either.
No Need To Outsource.
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
11
PR firms may be useful if
• You are unsure how to engage in PR.
• You need professional PR consultations.
• You are short of PR resources.
• You want to boost your PR activity performance.
Reference: “I Made A Presentation Titled ‘We Don’t Need A PR Firm?’” December 14, 2013Kyoko KatoITmedia blog
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
Do I Really Need A PR Firm?
Image: Socialbright
12
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
13 Beware PR is Comprehensive
14 Why Today’s PR Services Are “Mass Media” Focused?
Research Body: Japan Institute for Social and Economic AffairsRespondents: 1,872 registered panelsPeriod: May 16 – 27, 2013
84%
82%
79%
TV Newspapers Internet
Because Mass Media Still Have Social Influence.
Information Sources of Social Trend
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
15 Why Today’s PR Services Are “Mass Media” Focused?
Research Body: Japan Institute for Social and Economic AffairsRespondents: 1,69 6 registered panelsPeriod: October 23 - November 4, 2014
Information Source for Corporate Valuation75%
46% 45%37%
Newspaper Web (Earned or Paid) TV Web (Owned)
Because Mass Media Have Influence over Corporate Reputation/Valuation.
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
16 What About Social?
Research Body: *1 Public Relations Research Institute / *2 Atlas 21Respondents: *1 337 panels engaged in in-house PR at firms with over 30 employees in Japan / *2 Nikkei 225 firms Period: *1 October 5 - November 30, 2012 / *2 December 20, 2014- January 15, 2015
Priority Media (2012)Priority Media
(Future)
1st Priority2nd Priority3rd Priority
1st Priority2nd Priority 3rd Priority
Newspaper
TV
Web
Magazine
Social
Radio
Others
Newspaper
TV
Web
Magazine
Social
Radio
Others
33% 31%
15%
25%
36%
22%
Twitter Facebook YouTube
2012 2015*2
Top 3 Owned Media*1
*1
Companies Are Strenuously Running Social.
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
17 What About Social?
Priority Media (2012)
Priority Media (Future)
1st Priority2nd Priority3rd Priority
1st Priority2nd Priority 3rd Priority
Newspaper
TV
Web
Magazine
Social
Radio
Others
Newspaper
TV
Web
Magazine
Social
Radio
Others
Research Body: Public Relations Research InstituteRespondents: 337 panels engaged in in-house PR at firms with over 30 employees in Japan Period: October 5 - November 30, 2012
Social Media is Increasingly Prioritized.
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
18
アーンドメディアペイドメディア
Corporate Web Site, Social Account, Newsletter, Press Kit, Brochure,
Video, User Community, Corporate Event, Campaign etc.
Social Actions(View, Like, Share, Comment, Follow, Retweet etc.),
WOM, News App Feed,Interview, Article
Ad, Paid Publicity, Exhibition, Trade Show,
Sponsorship etc.
Owned Media
Earned MediaPaid Media
Remember Triple Media Correlation.
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
What Does It Mean?
Image: Socialbright
19
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
20 Owned Media Support Are Increasingly Needed.
Retainer Consulting
Media Relations Support
• Campaign/Event Planning and Operations
• Publicity Support
• Social Media Publishing and Management
• Mass Media Publicity(Non-paid/Paid)
• Media Monitoring and Clipping
Research and Analysis
Today’s Major PR Services
Retainer Consulting
Mass Media Relations Support
• Press Conference Planning and Operations
• Publicity Support
• Non-paid Publicity Pitching and Follow-up
• Paid Publicity Management
• Media Monitoring and Clipping
Research and Analysis
Major PR Services in 5 Years
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
21
Comprehensive Communications Will Be Valued.
Today’s Major PR Service
Retainer Consulting
Mass Media Relations Support
• Press Conference Planning and Operations
• Publicity Support
• Non-paid Publicity Pitching and Follow-up
• Paid Publicity Management
• Media Monitoring and Clipping
Research and Analysis
Retainer Consulting
Media Relations Support
Cross Functional Communication Support
Research and Analysis
Valued PR Services in 5 Years
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
22 How PR(Firms/Teams) Can Evolve
Stakeholder Coverage
Ge
og
rap
hic
Co
ver
ag
e
Local
Global
Regional
National
Cross Regional
Mass-Media Social-Media Mkt Talent Investor CitizenGov’tIndustryCmty
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
23 How PR(Firms/Teams) Can Evolve
Organic Growth
• Training
• Capability/Activity Development
Strategic Growth
• Hiring
• Partnership
• Cloud Sourcing
• AcquisitionPR Outlook Japan - March 1, 2015 © Kazuko Kotaki
24
Welcome
PR(Firms/Teams)
Redefinition!
PR Outlook Japan - March 1, 2015 © Kazuko Kotaki
Kazuko KotakiSite Links: https://www.facebook.com/kazukosuzukikotaki