Case Study

PR-way of Tokyo PR

pic_experience_300x216Tokyo PR conducts PR activities to draw the maximum result. We work with you flexibly to simultaneously execute both initial stage of PR establishment & preparation and PR activities.

Our PR consultation focuses on Japanese media and provides suggestions from such viewpoint. According to our experience in working with foreign-capital clients, the first step is to obtain and grow your recognition among the media. In order to do this, we will discover opportunities for introducing you to target media one by one, to build good and prolonging relationships.

 

Following are the case studies that we provide to our clients.

Case 1

Industry: High performance polymer manufacturer
Headquarters: U.S.
Contract Format: Monthly Retainer

resin474x342It consists of three regional poles, the Americas, Asian-Pacific, and Europe. The corporate headquarters in the U.S. leads the overall PR process. There are one global communications leader and one MarComs leader for each pole. We communicate with the Asian MarComs leader on a daily basis (e-mail and calls). The MarComs leader shares information with the rest of the team and carries out the global program by localizing it according to individual regions. As the primary public relations contacts, we communicate with the president of the Japanese office and MarComs people in charge of each product line and carry out public relations activities.

Our proposal consists of individual requests from different spokespeople since we have several spokespeople just for Japan and have anticipated questions/answers for the interviews.

Each region carries out its own PR campaign and a global PR campaign. We also build a network among various regional PR agencies that have contracts with our client and share any local activities that could be applied to Japan through discussing them with the Asian MarComs leader and the Japanese office.

Target media in Japan include a wide range of industries such as business, electronic, automotive, chemical, medical, food service, aeronautics and industrial.

Important MarComs activities:

  • PR consulting
  • Building local messages
  • Press release localization & distributions
  • Interview arrangements
  • Press conference arrangements
  • Interviews at trade shows

 

Case 2

Industry: Semiconductor device manufacturer
Headquarters: U.S.
Contract Format: Monthly Retainer

semi474x342This company is a semiconductor manufacturer headquartered in the U.S. and has factories in the U.S. and Asia.

This company has people in charge of corporate PR and product PR for each product line. The product PR people discuss and decide on the programs to be carried out and use the local PR agencies to carry them out.

Tokyo PR works closely not only with the Japanese office but with each person in charge of a product line. We optimize the PR programs for the Japanese market and propose a PR campaign that reflects the requests of the Japanese office.

Target media in Japan include business, electronics and industrial.

Important MarComs activities:

  • PR consulting
  • Building local messages
  • Press release localization & distributions
  • Interview arrangements
  • Press conference arrangements

 

Case 3

Industry: High performance polymer manufacturer
Headquarters: Europe
Contract Format: Monthly Retainer

resin474x342We communicate with the Asian marcom leader on a daily basis (e-mail and calls) as well as the managing director and marketing people of the Japanese office, and carry out public relations activities.

We have carried out various public relations activities such as press release distributions, bylined/technical articles, interviews, and press conferences, as well as, coordinating web maintenance, trade show support, and preparation of product guides and other related materials with the global and the Japanese staff.

We prepare and deliver almost every announcement from Japan; not just press releases, but any printed/non-printed materials such as bylined/technical articles, web updates, and product guides.

As a material manufacturer, our media outreach has covered a wide range of industries such as chemical, electronic, semiconductor, automotive, and industrials.

Important MarComs activities:

  • PR consulting
  • Building local messages
  • Press release localization & distributions
  • Interview arrangements
  • Press conference arrangements
  • Interviews at trade shows
  • Technical articles arrangements

 

Case 4

Industry: Semiconductor device manufacturer
Headquarters: U.S.
Contract Format: Project Base

semi474x342The U.S. headquarters is in charge of all PR activities. They have not established a Japanese office yet, but have a country leader in charge of sales/other ancillary support.

All PR activities are basically proposed to the US headquarters and then are carried out in Japan once they have been approved.

We had very successful press conferences and have begun to build a strong and lasting relationship with the media. We currently arrange periodic interviews whenever C-suite executives visit Japan.

Target media in Japan include business, electronics and industrial.

Important MarComs activities:

  • PR consulting
  • Building local messages
  • Press release localization & distributions
  • Interview arrangements
  • Press conference arrangements
  • Technical articles arrangements

 

Case 5

Industry: Industrial machinery manufacturer
Headquarters: Japan
Contract Format: Project Base

roboticThe company locates its headquarters in a local city outside of Tokyo and has international operations.

They expand their PR program into global market and participate in many trade shows. Tokyo PR contacts directly with foreign media to distribute press releases and to arrange press interviews at the trade show booth.

For domestic PR, we communicate with not only the media in Tokyo but also the local media where the company's headquarters is located.

Important MarComs activities:

  • PR consulting
  • Building local/global messages
  • Press release writing, localization and distributions
  • Interview arrangements at local/global trade shows
  • Press conference arrangements