Dentsu Public Relations Company Brochure (2013)

Issue Management Information Supply Chain

Storytelling

Engagement

Public Speakinge Management

Transparency

Emotional Connection

OptimizationBig Data

O ti i ti

Contents Creation

Channel-neutralgg

Experiential Marketing

Leadership CommunicationsE

PR IMPAKT®

Social Listening Narrative

Research & Analysis

Change Behaviors

Communications

Social Media

Dialogue

Community Managementg gg gPerception

Managementpp

Thought Leadershipgg

Branded Content

Social Psychology

PDCA Cycle

Facts & Context

Creative

Change Minds

InsightPESO Media

RELATIONSg

PUBLICDENTSU

gg

01 Why “Engagement”?

02 President’s Message

04 The New PR

06 Creating an Emotional Connection

08 Understanding the Distribution of Information

10 Corporate Communications

11 Improving the Communication Skills of Leaders

12 Anticipating Social Changes

13 Dentsu Public Relations Expertise

15 Award Highlights

18 Award History in Japan

19 Award History Overseas

21 Company Overview

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01

We have entered an age where the one-way distribution of

information no longer produces desirable business outcomes. In

a world overloaded with information, we only take action once we

notice a message, see that it is personal and relevant to us, and

then connect emotionally with it.

Going forward, the role of public relations needs to change. It has

to build on and strengthen “engagement” through changing the

minds and behaviors of the target audience.

Engagement is an intangible asset through which the public,

namely customers, business partners, investors, and employees,

supports organizations, and brands and provides them with

opportunities for sustainable growth through positive action.

Delivering meaningful results—that is what is most demanded

of PR today.

A Shift from “PR to Inform” towards “PR to Engage”

WHY “ENGAGEMENT”?

Innovating New Forms of Communication with Technology and Creativity

PRESIDENT’S MESSAGE

02

The rise of digital and social channels means that delivering the right message to the

target audience, along with the ability to infl uence thinking and behavior, requires an

extremely high level of expertise.

Instead of relying on communication through existing news media, organizations today

need to take on the role of media outlets themselves. By being creative and leveraging

the latest technology, organizations can engage with stakeholders effectively.

Built on a solid foundation of long-term partnerships with our clients, we integrate

corporate and marketing communications to help clients successfully engage with

their stakeholders and manage their reputations in the ever-changing communications

landscape.

Dentsu PR leverages deep insights into the evolving information supply chain, and

supports clients’ communications initiatives with a multi-disciplinary and holistic

approach.

Takehiko Chikami

President & CEODentsu Public Relations Inc.

03

Social media continues to bring about profound changes in modern

communications. However, it is not the only forum for conversation. New

‘information supply chains’ are beginning to take shape—channels of

communication that never existed before, but with close connections to

existing media.

In the fi eld of marketing PR in particular, we need to promote products and

services by adopting the most effective communication channels with a

‘media-neutral’ stance. It is these channels that act as the infrastructure

through which people share, identify, and spread information.

When communicating information in such an environment, we need to create

a ‘story’ that people will want to share with others. The important factor here

is ‘storytelling’. By combining the ‘context’ based on social interest with the

‘content’—the product or service—we can convey an engaging story that

people will want to pass on.

It is also important to consider the degree to which people are receptive to the

story they are being told. ‘Social listening’ can be used as part of a real-time

Plan, Do, Check, Act (PDCA) cycle to analyze the ‘big data’ on social media, and

is an effective way to discover insights that greatly contribute to communication

strategies.

The new information supply chains have also led to signifi cant changes in the

corporate PR process. For example, the words and deeds of business leaders,

which have been traditionally conveyed through the news media, can now be

accessed by anyone at any time via video sharing sites or other such services.

Consequently, the leader’s response now has a more profound impact on

corporate brands than ever before.

Dentsu PR provides a Leadership Communication Program to manage

the reputation of organizations. This program is designed to establish stronger

engagement with stakeholders, both within and outside the company, and

ensure the sustainable growth of an organization.

In addition, our deep understanding of information supply chains gives clients

greater control over their communication strategies. This includes navigating

crisis communications with appropriate responses to minimize damage, risk

management to prevent crises before they happen, and issue management to quickly anticipate and respond appropriately to legal changes or shifts in

public opinion.

A New Type of PR in Changing Times

THE NEW PR

04

05

Stories have the power to fascinate. That is why storytelling is being embraced as a new approach for conducting

marketing PR.

Storytelling in public relations must be rooted in fact rather than fi ction. Instead of just conveying the facts, however,

demonstrating the benefi ts of products or services as content and tying it to the social context will make the story

more appealing.

When people realize that a story is personal and relevant, as opposed to someone else’s business, they become the

storyteller in place of the company and the chain of storytelling begins. This is how trends are born.

Acquiring and retaining ‘brand storytellers’ is therefore key to any successful marketing strategy.

Turn the Page: Redefi ning the Paper Dictionary Search

06

→Case study pagehttp://www.dentsu-pr.com/case_studies/case07.html

Storytelling—Building Engagement in Marketing PR

CREATING AN EMOTIONAL CONNECTION

07

Oversized posters for Kojien hung in JR Shinjuku Station prior to the release

T-shirts designed with illustrations from Kojien on sale at UNIQLO after the release

Public Relations Society of Japan Awards FY2008

Grand Prix

IPRA Golden World Awards for Excellence 2009

Category: Consumer PR— Existing Product

2009 Asia-Pacifi c SABRE Awards

Japan Category Winner

A Successful Case of Storytelling

The Kojien Dictionary Story

When people are interested and excited about something, they want to share their enthusiasm with others, and if this

continues long enough it becomes an established trend, as happened in the case of the Kojien dictionary.

The dictionary world is fast moving toward digitalization, but the ‘analog’ act of looking up a word in a paper dictionary

has been proven to raise the academic ability of children. This created a new sense of purpose—from simply being a

way to look up words to becoming an ‘intellectual training tool’—and gave rise to a story.

Parents preparing their children for junior high school entrance exams began to think of this as an important issue,

and so the method of using the dictionary to improve academic ability spread by word of mouth.

To advance the story chain further, cram school teachers and other experts were employed to attest to the

effectiveness of paper dictionaries, and this quickly became a story that people could advocate.

The narrative brought the focus back to paper dictionaries, gaining a new customer base and generating increased

sales.

The various types of media today—including news media, social media and owned media—are linked to each other,

forming an information supply chain . Subsequently, this chain is rapidly developing into a comprehensive

infrastructure.

At Dentsu PR, we have the skills to ensure the most effi cient and effective distribution of information, based on our

knowledge of how a particular type of information will spread when released through the right channels.

The Information Supply Chain and Selecting a ‘Media-neutral’ Channel

UNDERSTANDING THE DISTRIBUTION OF INFORMATION

An example of how information flows from social media to existing media

InformationSource

Mass MediaMedia-to-Media

Owned Media

News Providedto Portal Site

News Site

Portal Site AggregatorSite

SocialMedia

TV Program

08

Using Social Listening to Gain Consumer InsightSocial media allows people of all ages, locations and backgrounds to make their voices heard, whether they are

conveying opinions, expressing dissatisfaction or giving praise.

The method for extracting and analyzing the various conversations that take place across social media is known

as ‘social listening’. The use of the word ‘listening’ rather than ‘monitoring’ refl ects the fact that consultants are

actively taking note of feedback on social media to reveal the true nature of consumer opinion, as opposed to simply

observing.

In addition to the standard observation of news media exposure, it is now possible to gauge more immediate

reactions from people who come into contact with information through this source.

Further, in fast-developing markets, companies are able to run shorter PDCA cycles alongside public relations

activities and adjust communication strategy accordingly.

Dentsu PR conducts social listening through both its dedicated internal division and Dentsu iPR Division’s Social

Listening Department. This collaboration improves our ability to analyze and extract data, and enables us to respond

swiftly to events.

Speeding Up the PDCA Cycle

Outcomes that can be achieved through social listening:

Identify the true feelings of people in a way that is difficult to accomplish with surveys or focus groups

Understand the tone and sentiment among consumers

Gauge reactions to media reports or events in real time

Note any changes of tone from previous conversations

Early detection of potential risk factors

09

10

How should companies that offer goods and services engage with society?

For sustainable business growth, corporate communications are critical.

Among other things, the words and deeds of top management are widely circulated in society through social media,

owned media and the news media, and consequently can affect an organization’s reputation. This might include

the sense of trust, sympathy, and loyalty displayed towards that company, all of which can signifi cantly infl uence the

company’s operations.

Dentsu PR’s specialist team for corporate communications strategy helps build strong public reputations for clients in

all kinds of industries.

Better Business through Engagement with the Public

CORPORATE COMMUNICATIONS

11

The way a leader expresses him or herself in public makes a big difference to the way their company is perceived.

Dentsu PR provides training in communication skills that infl uence the perception of employees, consumers,

business partners or other important stakeholders, and motivates them to take action.

For non-Japanese executives of foreign-owned companies or organizations, understanding Japan’s characteristic

communication culture is especially important. Dentsu PR also provides specially designed coaching for top

management of such companies, focused on delivering speeches and presentations to a Japanese audience.

Besides lectures on Japan’s customs, culture and the composition of the media, participants are also taught

communication skills for business success in Japan—from message creation to delivery methods. The practical

training can be applied to communicate with all kinds of stakeholders, including employees, media and clients.

Communication Skills that Enhance Business Results

IMPROVING COMMUNICATION SKILLS FOR LEADERS

The program covers introductions, lectures, briefi ngs, press interviews and press conferences, presentations, speeches and addressing the public.

Dentsu PR Public Speaking Search

→Program overview pagehttp://www.dentsu-pr.com/areas/leadershipcommunications.html

Message

Engagement Performance

Dentsu PR’s Leadership Communication Strategy Team

Develop

DeliverSustain

12

The expert team at Dentsu PR offers crisis communication management to help clients respond appropriately to any

incident and minimize damage, whilst our risk management service aims to prevent crises from occurring in the fi rst

place.

We also offer an issue management service to quickly anticipate and respond to legal changes or shifts in public

opinion that are likely to affect an organization.

Identifying Issues and Proactively Responding to Them

ANTICIPATING SOCIAL CHANGES

Issue management services cover:• Changes in business laws and regulations related to

government growth strategies or deregulation• Changes in ISO standards or other business rules, or

shifts in industry practices

Dentsu PR Issue Management Search

→Program overview pagehttp://www.dentsu-pr.com/areas/issue.html

CSR Communications

Developing Strategy for CSR ActivitiesWith access to a powerful network that includes opinion leaders, NPOs, and the media, we analyze the current state of CSR in relation to marketing and corporate communications. We also provide a one-stop service for creating CSR strategies and help clients to effectively manage the dialogue with their stakeholders.

Financial Communications

Appropriate Business ValuationsWe help to effectively tell the stories behind management strategies and business activities to the fi nancial community. This service includes the option of a leadership communication program.

Internal Communications

Increasing Employee Engagement and CommitmentIn times of corporate mergers or transitions to new holding company structures, we enhance employee (re)engagement and bring organizational culture—that may include elements of diversity or intercultural communications—in line with corporate strategy.

Industry-specifi c Fields

Healthcare

Applying In-depth Knowledge of HealthcareOur dedicated team of health specialists provides a one-stop service, from creating a PR strategy for disease awareness campaigns to generating informed consent among patients.

Business to Business

Generating Demand in the B2B FieldWe promote new materials or technologies, and generate conversation through storytelling to create demand.

Business to Consumer

Getting People to Identify and Establishing TrendsWe design B2C communications strategies based on Dentsu Group’s unique PR IMPAKT® strategic perspective to maximize the value of information.

Social Media

We provide support to build and strengthen engagement via social media, from social listening to social recruiting, risk management, and marketing communications.

DENTSU PUBLIC RELATIONS EXPERTISE

Marketing PR/Sales Promotion

New products and services

Creating Demand to Boost SalesWe generate discussion about products so they become fully accepted within a target market. Our team can effectively leverage corporate pages on social media, websites and other platforms to ensure co-operation between mass-market advertising and in-store promotions.

Existing products and services

Revitalizing Established ProductsFor products that have been on the market for some time, we can develop a context that prompts consumers to rediscover the product’s appeal and gain it new fans.

Corporate PR

Reputation Management

Enhancing PerceptionsWe offer a reputation management program, developed by Dentsu PR, that employs a variety of methods to evaluate perceptions among stakeholders and enhance the reputation of a company or organization.

Issue Management

Anticipating and Managing Business IssuesWe conduct risk assessment by using stakeholder surveys to formulate strategic programs and business continuity plans. This service includes implementing public awareness campaigns, devising procedures, corporate culture development, and preparing business continuity plans to prevent crises.

Crisis Communications

Appropriate Responses to Accidents or Law SuitsWe provide appropriate advice on how to best respond to an accident, scandal or legal issue, or if an organization is harmed as a result of baseless rumors or misinformation in the media.

Public Affairs

Gaining Advocates among StakeholdersWe provide analysis of trends among government administrations, stakeholders, and the media, as well as create strategies to shape the social consensus and engage key decision-makers.

13

14

It has been objectively demonstrated in large-scale research surveys that Japanese consumers are infl uenced by brand names when judging the taste of rice.

Dentsu PR showed this data to the media, as well as rice distributors, and placed features in PR magazines that conveyed the passion and effort Hokkaido farmers put into producing their rice.

We also held tasting events and created opportunities for people to experience the tastiness of Hokkaido Rice, successfully elevating the Hokkaido Rice brand. In addition to the brand promotion, we ensured the rice was set at a fair price.

Hokkaido Rice has since become very popular and has even been served in fi rst class meals on Japanese airlines.

Dentsu PR conducted a campaign that took Starbucks back to its roots to promote its espresso range, all with the aim of creating sustainable growth for the business.

To attract the brand’s fan base, we opened a ‘pop-up store’ in the fashionable Omotesando district of Tokyo. Within the store, nine types of espresso were represented as book covers that were arranged on a set of shelves. Visitors selected their favorite and were able to taste the espresso as well as read the story behind the beverage.

This unique campaign allowed consumers to experience the drink while learning something interesting about the product.

15

International Public Relations Association (IPRA) 2010

Golden World Award for Excellence in Communication Research Category


Grand Prix Award


Special Event CategoryCertifi cate of Excellence

PR WEEK AWARDS Asia 2013

Professional Activity of the Year CategoryCertifi cate of Excellence

Asia-Pacifi c PR Award 2010

Business-to-Business Campaign of the Year



Back to Basics: Starbucks Espresso Journey—Experiential PR/Promotional Activity

Upgrading Hokkaido Rice to ‘First Class’—Communication Research/Branding/B2B

AWARD HIGHLIGHTS

Spa Resort Hawaiians (operated by Joban Kosan Co., Ltd.), a well-known hot spring resort in Fukushima Prefecture, was forced to close as a result of the Great East Japan Earthquake.

The hula dance troupe that regularly performed at the resort went on a nationwide tour aimed at cheering up the depressed disaster victims, despite the fact that they too were suffering as a result of the catastrophe.

The image of the steadfast, smiling dancers evoked sympathy among the public, and gained positive media attention throughout the country.

In order to improve understanding and support for the Japanese Red Cross Society, it was fi rst necessary to strengthen their internal communications and PR capabilities.

On behalf of the Japanese Red Cross, Dentsu PR conducted the “Spirit of Togetherness” project, which enhanced the communication skills of the organization’s 62,000 employees, improved external communications, and raised awareness of the society’s activities.

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International Public Relations Association (IPRA) 2013

Golden World Award for Excellence in Internal

Communications Category


Grand Prix Award


CSR Category Winner



Dancing from Disaster: Road to Recovery from Fukushima—CSR Communications

Spirit of Togetherness—Enhancing the Japanese Red Cross’s Communication Capacity—Internal Communications

17

International Public Relations Association ( IPRA) 2009

Golden World Award for Excellence in Business-to-

Business Category


The business environment for dairy farmers in Japan deteriorated rapidly from the fall of 2006. This was largely due to a surge in the price of corn feed used to feed cows (stemming from a spike in demand for corn used in the production of bioethanol), a rise in the cost of hay, and increased fuel expenses due to higher oil prices.

As more and more dairy farmers gave up the business, a two-year campaign was launched to promote understanding of the problems facing producers.

During the campaign, we held press briefi ngs to raise awareness of the diffi cult business conditions facing dairy farmers, as well as street events to appeal directly to consumers about the crisis. We also conducted seminars for milk distributers to promote understanding and awareness of the farmers’ plight.

These activities brought considerable focus to the unprecedented crisis facing dairy farmers, and persuaded dairy product manufacturers to accept a price rise. In April 2008, the wholesale milk price was raised by three yen per kilogram—the fi rst increase in 30 years.

The year following this decision, feed prices rose even further. We continued to disseminate this information to the media, and in March 2009 the wholesale milk price was raised by a further 10 yen per kilogram.

Japan’s Milk Price Problem: the 30-year Challenge—Public Affairs / B2B


Long-term PR Category

Asia-Pacifi c PR Award 2009

Campaign of the Year

Public Affairs Campaign of the Year

Business-to-Business Campaign of the Year

受賞歴AWARD HISTORY IN JAPAN

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Public Relations Society of Japan (PRSJ) “PR Award Grand Prix”The PRSJ recognizes examples of excellence in public relations. Denstu PR has won numerous awards for the following projects.

Fiscal Year Award Project Title / Client

2012 Grand Prix “Spirit of Togetherness—Enhancing the Japanese Red Cross’s Communications Capacity” for Japanese Red Cross Society

2011 Grand Prix “Innovation of City Council’s Newsletter: Challenge of Rokumaru” for Saitama City

2011Marketing Communications Category

“Aisu-no-mi Campaign 2011 PR Activities” for Ezaki Glico Co., Ltd.

2010 Skills Category “PR@NET SCOPE PR Evaluation Tool” not for specifi c client

2009 Grand Prix “Upgrading Hokkaido Rice to ‘First Class’” for Hokkaido Rice Sales Expansion Committee

2009 Long-term PR Category “Japan’s Milk Price Problem: The 30-year Challenge” for Japan Dairy Council

2009 Event Category “Japanese Meal Appeal in Shanghai” for Japan External Trade Organization

2008 Grand PrixProduct Launch Campaign for the Sixth Edition of the Kojien Japanese Dictionary, “Turn the Page: Redefi ning Paper Dictionaries” for Iwanami Shoten, Publishers

2008 Tools Category Production of the almanac for Astellas Pharma Inc.

2006 Skills Category“Research on Public Relations Activities for the Revitalization of Urban Centers” for the Japanese Ministry of Economy, Trade and Industry

2004 Routine Category “Dementia Debunked” educational campaign for Eisai Co., Ltd. and Pfi zer Inc.

2003 Runner-up of Grand Prix “Public Awareness Campaign” for The Japan International Cooperation Agency (JICA)

2003 Grand Prix “Garbage Reduction Project” for Urayasu City

2001 Corporate PR Category “Happy and Healthy Five Generation Families Campaign 2001” for Novartis Pharma K.K.

2001 Social PR Category “Smart Food Life Project” for The Energy Conservation Center, Japan

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International Public Relations Association (IPRA) “IPRA Golden World Awards for Excellence”IPRA, which is based in the U.K., holds an annual awards event for excellence in public relations around the world. Winners are selected for each category, and the best

campaign receives the Grand Prix award. Dentsu PR has received awards for the following projects.

Year Award Project Title / Client

2013 Internal Communications “Spirit of Togetherness—Enhancing the Japanese Red Cross’s Communications Capacity” for Japanese Red Cross Society

2010 Communication Research “Upgrading Hokkaido Rice to ‘First Class’” for Hokkaido Rice Sales Expansion Committee

2009Consumer PR—Existing Product

Product Launch Campaign for the Sixth Edition of the Kojien Japanese Dictionary, “Turn the Page: Redefi ning Paper Dictionaries” for Iwanami Shoten, Publishers

2009 Business-to-Business “Japan’s Milk Price Problem: The 30-year Challenge” for Japan Dairy Council

2005Grand Prix and Health Organizations Category Winner

“Dementia Debunked” Educational Campaign for Eisai Co., Ltd. and Pfi zer Inc.

2004 Overall Institutional “Public Awareness Campaign” for The Japan International Cooperation Agency (JICA)

2003 Community Relations “Venous Project” for Urayasu City

1993 Other“AIDS Awareness Programs Aimed at Students and Educators” for Special Committee on Aids, The Council of Health Management facilities, National Universities

1991Marketing Communications (Established Services)

“To Support Milk and Milk Products” for National Milk Promotion Association

1991 Public Service “Bunka Shutter Asakusa Picture Scrolls” for Bunka Shutter Company Ltd.

受賞歴AWARD HISTORY OVERSEAS

PR Week Awards Asia (formerly Asia-Pacifi c PR Awards)These prestigious awards for public relations in the Asia-Pacifi c region have been presented by Campaign magazine, published by Haymarket Media Limited, since 2001.

Winners are selected for each category, and the best campaign receives the Campaign of the Year award.


2010Business-to-Business Category Winner

“Upgrading Hokkaido Rice to ‘First Class’” for Hokkaido Rice Sales Expansion Committee

2009Campaign of the YearBusiness-to-BusinessPublic Affairs Category Winner

“Japan’s Milk Price Problem: The 30-year Challenge” for Japan Dairy Council

Asia-Pacifi c SABRE AwardsThese awards, sponsored by Holmes Group (based in the U.S.) were launched in 2009, and generally receive over 1,000 entries in more than 60 categories. SABRE stands

for “Superior Achievement in Branding and Reputation”, and the awards recognize public relations campaigns that demonstrate excellent results in branding and building

reputations.


2011 CSR Category Winner “Dancing from Disaster: Road to Recovery from Fukushima” for Joban Kosan Co., Ltd.

2009 Japan Category WinnerProduct Launch Campaign for the Sixth Edition of the Kojien Japanese Dictionary, “Turn the Page: Redefi ning Paper Dictionaries” for Iwanami Shoten, Publishers

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Company Name Dentsu Public Relations Inc. (Dentsu PR)

Established September 20, 1961

Capital JPY40 million

Representative Director Takehiko Chikami, President & CEO

Number of Employees 228 (as of October 2013) *104 employees and a director (105 in total) are PRSJ-certifi ed PR planners (as of October 2013)

Head Offi ce Hamarikyu Mitsui Building, 5-6-4 Tsukiji, Chuo-ku, Tokyo, 104-0045 Phone: +81-3-5565-1055

Branch Offi ce Kansai Branch Offi ce: Dentsu Kosan Dojima Building, 2-3-5 Dojima, Kita-ku, Osaka City, Osaka, 530-0003 Phone: +81-6-6342-3360

Sales JPY8,285.6 million (fi scal year ended March 2013)

Main Affi liated

Organizations

Public Relations Society of Japan (PRSJ); Japan Society for Corporate Communication Studies; International Public Relations Association (IPRA); Japan National Press Club;

Foreign Press Center Japan; The Foreign Correspondents’ Club of Japan; The Japan Marketing Association; The Word of Mouth Japan Marketing Association; Japan Internet

Advertising Association; Tokyo Chamber of Commerce and Industry; The Japan Overseas Enterprises Association; Medical Journalists Association of Japan; Japan Medical and

Scientifi c Communicators Association; Osaka Advertising Agencies Association; Osaka Chamber of Commerce and Industry

Affi liated Companies Kyodo News PR Wire; Dentsu Blue Focus (Beijing)

Overseas Business Partners MSLGROUP

Certifi cations Acquired Environmental Management System, ISO 14001:2004 (JISQ14001:2004) Group certifi cation

Information Security Management System, ISO/IEC 27001:2005 (JISQ 27001:2006) Group certifi cation

2013.12

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受賞歴COMPANY OVERVIEW

ISO14001 Earned group certifi cation in June 2006 IS 91070 / ISO/IEC 27001 :2005

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Printed in Japan