PR Outlook Japan - March 1, 2015 © Kazuko Kotaki

Will PR Firms Disappear?

1

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

Do We Need A PR Firm?

7

Who Are WE?

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

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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

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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

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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

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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