At first

After the Corona disaster, PR in Japan is evolving more and more.
In particular, the importance of event management, which can deliver information directly to consumers, is increasing, and is attracting attention as a strategic method to increase the brand value of a company.
Events are a great opportunity to increase awareness of your company or brand.
In particular, new product or service launch events can attract the attention of the media and consumers.
For example, at a new product launch event, you can spread the word widely by inviting the media to cover it.

Other events play a role in the following situations:

１. Strengthen your brand image

Through events, you can strengthen your company's brand image.
For example, eco-friendly events and exhibitions showcasing innovative technologies are effective ways to communicate a company's values and philosophy.

２. Building a relationship of trust with consumers

Events provide a place for direct communication with consumers.
Through face-to-face interactions, you can deepen consumer trust.
For example, anniversary events and user meetups allow consumers to understand the company's history and philosophy and feel a stronger attachment to it.

３. Increased media exposure

Events are an effective means of attracting media attention.
Large-scale events and creative projects, in particular, are more likely to be featured in the news or articles.
In addition, in Japan, events featuring celebrities such as celebrities and campaigns linked to social topics tend to attract the attention of mass media.

４. Opportunities to explain products and services

At the event, you will have the opportunity to explain the details of your product or service in person.
Participants will be able to actually pick up and try out the product, which is expected to deepen their understanding of the product and increase their purchase motivation.

５. Appealing for Social Responsibility

There is also an increasing number of events to promote corporate social responsibility (CSR).
For example, events themed around community involvement and environmental protection can highlight corporate social responsibility and increase brand credibility

By fulfilling these roles, events have become an integral part of Japan's PR strategy.

Next, we will introduce the latest situation of event management and what kind of event management there is.

What's New in Event Management

Event management is an essential part of a company's PR efforts.
In particular, the importance of online events has increased after the Corona disaster, and hybrid events are increasing, but the role of real events that can directly reach consumers is also attracting renewed attention.

1. Popularization of online and hybrid events

The pandemic has rapidly increased the importance of online events.
There are advantages to using an online platform that allows you to reach a wider range of consumers.
Online events are cost-effective and offer scheduling flexibility.
Businesses also benefit from enhanced data collection and the ability to effectively analyze participant engagement and preferences.

2. Emphasis on sustainability

With the growing interest in environmental issues, the events industry is also required to take a sustainable approach.
Increasingly, eco-friendly events are taking place, such as the introduction of digital ticketing and sustainable venue selection.
This allows you to promote your corporate social responsibility in the event itself itself.

3. Unique Venue Experiences

The method of renting out venues unique to Japan, such as gardens, art galleries, historical buildings, shrines and temples, and shopping streets, and holding events has also become a hot topic in recent years.
Spaces that were not previously rented out for events can be rented depending on conditions such as affinity with the venue and matching the target, allowing participants to be surprised and entertained not only by the content of the event but also by the venue itself.

4. Implement Interactive Experiences

Experiential exhibitions and games that utilize AR (augmented reality) and VR (virtual reality) are attracting attention.
This provides activities that attendees can actively engage in, increasing engagement throughout the event.

5. Use of social media

By promoting and disseminating information before and after the event and disseminating information in real time, you can increase the number of points of contact with attendees and increase awareness of the event.
Leverage hashtag campaigns and live streams to reach a wide range of consumers.

Specific examples

Here are some of the success stories implemented by companies in Japan.

• Online conferences of major IT companies:Online conferences held by major IT companies attracted tens of thousands of people from around the world to present their latest technologies and have panel discussions.
Attendees were able to ask questions in real-time, providing an interactive experience.

• Hybrid Fashion Brand Shows: Hybrid shows held by well-known fashion brands were streamed online at the same time as the in-person fashion shows, with fans from all over the world participating.
A virtual try-on experience using VR technology was also provided, which increased the satisfaction of participants.

Future Prospects

In the future, Japan's PR industry and event management are expected to evolve and diversify further.
The use of digital technology and the growing international interest in Japan's culture and festivals are contributing to the expansion of the event market.
Inbound tourism continues to be strong, and it will become even more important to create events that are conscious not only of travelers in Japan but also of overseas.

Full House specializes in PR through events, and provides one-stop production and management of more than 300 events per year.
If you are considering holding an event in Japan, please contact Full House first.

■ What is Media Relations?

"Media relations" refers to building positive and trustworthy relationships with the media (television, newspapers, magazines, radio, and the web).
The goal is to disseminate company information externally.
By leveraging the significant influence of the media for information dissemination, it's possible to increase the name recognition of your company, products, and services.
Establishing strong "media relations" plays a crucial role as a "PR strategy" to increase media exposure and broaden the appeal and awareness of the company's products to a wide audience.
"Media relations" is a fundamental task in public relations activities and is absolutely indispensable.

■ What is the Difference Between Media Relations and Media Promotion?

Media promotion refers to directly approaching the media.
Specifically, it involves using methods such as phone calls, emails, and visits to encourage them to feature your company's products or services.
In simpler terms, it's a sales activity directed towards the media.
Media promotion is positioned as part of media relations, which is "an effort to build positive relationships with the media."
It's easier to understand if you consider public relations activities as encompassing media relations, and within media relations, media promotion exists.

■ What You Should Do to Become the Best Partner for the Media

1. Understand the Media Correctly

To build strong media relations, it's essential to first understand the media.
This includes not only basic information but also recent trends over the past few months, what kind of information they prefer, common angles they take, and what information they disseminate on social media.
Conduct thorough research beforehand before providing information.
Furthermore, if you have the opportunity to speak directly with media representatives, it's crucial to actively listen to what information they are currently seeking.
By understanding their needs, you can provide higher-quality information moving forward, which will lead to stronger media relations.

2. Design Information into Socially Relevant and Timely "News"

Be mindful of creating a chemical reaction with your information, transforming it into "news that everyone will instinctively want to share."
Simply conveying the information you want to promote will come across as mere advertising.
Humans are inherently averse to blatant promotion and sales pitches, and journalists, who strive to disseminate information from a neutral standpoint, may perceive it as an obstruction to journalism.
When presenting information to the media, it's crucial to convey it with a degree of objectivity, rather than directly stating your company's initiatives or new information.
This objectivity involves designing your information by connecting it with broader industry trends, public opinion, current events, and the latest trends.
The key is to transform a company's information into "news" that conveys social value.
Furthermore, to engage in meaningful conversations with journalists, it's important to continuously stay informed about trends not only within your own company but also across the entire industry and society.

3. Consistent Provision of Story Ideas and Regular Communication

Journalists interact with many people during their reporting.
This includes prominent figures and politicians. For a company's PR representative to be remembered, consistent and regular communication is essential.
While it's important to avoid being overly persistent with contact, given the busy schedules of media professionals, we recommend diligently continuing to provide information whenever there is newsworthy content.
While online meetings have increased recently, occasionally visiting them in person to talk is also important.

■ In Conclusion

To build and maintain positive and trusting relationships with the media, it is most important to think and act from the media's perspective.
Rather than unilaterally providing information based solely on your company's needs, focus on disseminating content that aligns with the media's requirements.
Furthermore, while typically a company's PR representative relies on the media's influence when they want to disseminate information, the media will also rely on companies when they need information or want to conduct interviews.
Media relations, therefore, involves building an equitable, win-win relationship between both parties.
However, there may be cases where strengthening media relations solely with your company's resources is challenging.
If there are few existing contacts with the media, it can be expected to require significant effort.
Fullhouse is a comprehensive PR agency with a strong track record in television publicity, and we have been solving our clients' marketing challenges for approximately 50 years.
If you have any challenges with media relations, please contact us here.