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This column is quoted from one which Suzuki (our companyfs employee) wrote for Bizloop as they had requested. Please check Bizloop to see the latest issue.

Basic Knowledge To Publicize Your Business in Japan (PR)

Media or Mass Communication?
  • I have introduced the merit of having your product/services transmitted by media through PR activity. There is a large variety of so called "media". While they all share the same basic function of broadly transmitting information to the public, each is quite difference from each other. Generally speaking, there are 7 types of media in Japan now. Each type of media transmits a various amount of information based on its distinctive culture and characteristics. If you aimlessly start PR activity, which is without understanding the various types of media, then there is the possibility of failing to create a remarkable effect. Let us take this opportunity and go over those various types of media.
  • P.Newspaper
    Newspaper is the greatest of all print type media. Yomiuri Newspaper, which takes the pride with having the world's largest circulation, tops the list. As well as Asahi, Mainichi, Sankei, Nikkei, and others circulate on a national scale. There are other provincial editions which report more local news than others. There are also sports journals aimed for mainly male readers, and evening editions which mainly report topics such as entertainment, show business, sports, and gambling. There are industrial papers which are popular with business people that report on the latest technologies and other new products.
  • Q.Television
    The most familiar type would be analog broadcasting. Within these analog broadcast programs, there is national broadcasting and local broadcasting within limited areas. In addition, paid programs such as BS, CS, and other Cable programs are becoming increasingly popular now days. The most redeeming characteristic of television is its live picture. Television can be called the greatest medium for being able to send more realistic and concrete information to the viewers with its live picture. Television is the medium which is the embodiment of the saying "to see is to believe".
  • R.Radio
    @There is AM, FM, and shortwave radio broadcasting, depending on the frequency. Radio broadcasting is well received by some targeted class of listeners such as active people who drive a lot; drivers of various work vehicles, who spend long hours on the road; homemakers and students preparing for an examination, who spend many hours at home, and so on. The greatest characteristic of radio would be that the means of transmission is completely done using audio.
  • S.Magazines
    @Magazines are made for specifically the targeted readers, with many of them subdivided into categories such as fashion, music, entertainment, travel, interior design, and published for the interested readers of various age groups. Compared to other types of media, information in magazines tend to be kept and saved, then frequently read again and again. While other types of media put stress on providing timely information, magazines take some time to be published, yet magazine articles have more in-depth reporting on their subject. Although both magazines and newspapers are printing type media, newspapers present report quickly on the matter of fact, while magazines make the contents of their articles more elaborate and detailed. Therefore, planning of an article often starts about three months prior to the date of publication; for example, information on Valentine's Day would be already gathered by Christmas.
  • T.Web (Internet)
    @The web medium has made rapid progress in recent years. There are a great variety of websites, such as: shopping, gourmet guide, business management, information for working women, support groups for people battling serious illness and their family members, and so on. The content varies depending on the operation of the company that manages the website. In recent years, information from individuals such as bloggers is creating considerable influence. The greatest characteristic is once information is put up on the web, it would be kept for a long period of time, unless it gets deleted or the website itself closes. There is an advantage that the information can be searched by interested people and be found many times, for years to come. In recent years, picture playing function is being enriched, and the potential for growth and PR effect through this medium is unlimited. However, the lucky adventurer "Horiemon" or former Livedoor Ltd. president, Takafumi Horie, and Hiroshi Mikitani, the founder of Rakuten, the largest internet shopping mall in Japan, became well known through their appearance on television. Therefore, it may be a rush to expect phenomenal PR effect through this medium.
  • U.Technical Journals and Trade Journals
    @Technical journals and trade journals are published for the people working in the industry of specialized areas such as food, construction, and furniture. There are those journals in almost any genre of profession, the size of circulation greatly varies, and so does the frequency and schedule of issuance: seasonal, monthly, or even irregular. Nevertheless, it's a very useful medium to use in order to reach specific targeted groups. In addition, these journals may willingly introduce your product/services as trustworthy business information, as long as it has a direct relation to the industry they are covering.
  • V.Wire Service
    @This relatively unknown medium provides information to newspapers, television, and radio. They gather information from their reporters assigned all over the world, and provide the information from them to broadcast stations and newspaper presses. Kyodo Wire Service and Jiji Wire Service we hear about are major ones in Japan. Since wire services provide information to other media, there are great possibilities that the given information will be reported throughout the entire spectra of media, and even published and aired if it catches the attention of the directors.
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An extra Chapter
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