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By using my experience in TV productions as leverage, I build up strategies so that we can begin the media PR.
I plan PR strategies which attract media coverage.
Hiroshi Hara@Area of specialtyTV@In charge ofbuilding up TV PR strategy
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Interview

I heard that you had received a high reputation as a director of an information program, so I'd like to ask you bluntly, Would you tell me how the TV directors think?
  • How they think!
    I was thinking "how I could pass the information to the audience attractively and make it easily understandable" all the time when I was working as a TV director. Nothing else was in my mind.

    As the audience equals society in general, I wanted to create something with which I could make them say things such as "it's interesting!" or "it's curious!" and to do so, how I should direct it, do the drafting and filming, edit and pass it to them. I thought about such things for 365 days a year, 24 hours a day.

  • If we could broadcast the big news, the audience rating rose as well as the reputation of the director. As a result of this, my salary increased as well. My work was very difficult, but it was worth to do it very much.
It sounds like you were enjoying it. However why did you change your job and enter a PR company?
  • The companies which I went for interviews with for the position of broadcasting director of television, totaled more than 500. However there were many gaps between those companies and what I expected there. I always had a thought that what they were doing these types of thingsc
    They would be able to pass the information to the audiences attractively, if they do what they were doing a little bit more.
    Their concept is interesting but they were doing a half-hearted job.
    Many companies are a kind of self-satisfied as they judge by themselves about which is good or not and they get satisfied with it only inside of their own company.
    I can say that what they do is "you can't see the forest for the trees". I had seen that kind of side when I went there for the interviews.
  • Because it is good for the company that their attractive information come to the world, I would give them some advise as to the solutions for the problems which I found out from my point of view. But I wasn't allowed to do this. If I make any proposal and the company accepts them, the contents of the broadcast become "fake" at the point they accepted my advice. Because I had a desire in such a situation, I got interested in the work of the PR company which was coming to me for sales frequently.
  • Therefore, I thought that if I become a person who works at a PR company and could direct the attractive information from the company side, it may not be "fake" anymore.
So did the skill which you got from your work in television help after entering the PR company?
  • No, not really.
    The work in an actual PR company focuses on "the PR activity". In other words their work was "to bring the project which is given by the client to the media".
    The point of view which is to think about how to do this by getting the media exposure before bringing it into the media" was hardly demanded of me.
  • What was expected that I would be the connection to the television industry. This caused me lots of troubles. Because my work in the previous position was to choose the information and decide to use it or not, and then to pass it to the audience. It means that I could judge whether the information is accepted by the media side or not immediately when I look at the item from the client. But no matter how interesting it wasn't, to work on it became my job.

However, I suppose that you have a big human network in the television industry, don't you?
  • The human network of the television industry? Oh, it actually isn't very useful for PR? I know that some people who work in the PR companies or are in charge of publicity in the company say that the connections are advantageous when they do the publicity on a TV program. But I can insist that there is no possibility that your company will get the opportunities for interviews using the human connection as a decisive factor.
  • In addition, if I see my fellow workers and seniors who I used to work with for sales, they would say "Hey Hara, if you were me, will you airplay it?" Because I know the condition inside such as how they make it in the television industry, their point of view and how they do it, it is hard for me to bring something in adversely. Any TV program will make their action, only when it is judged to be useful information for their audience. Oh, any kind of media will be the same.c.
  • Anyway, the cases which were given to me by the client companies made me have a hard time to get a successful result.
Then how did you attract the TV interview for the case in which it was not interesting?
  • The way which it is presented is important. First of all, I make "the planning sheet" which includes the information, the company and the constitution that television can get into it immediately. In other words, I try to get the TV director's action by showing the planning sheet. Such as "Wouldn't you know such an interesting story?" In this way I draw a whole image of it and call in the interview to the client company afterward.
  • There was a person who submitted the planning sheet which I made to a meeting after he changed my name to his name. However, there is still a limit.
  • No matter how much I try to camouflage and make an attractive planning sheet, if the information of the client is dull, it won't be accepted at all. There was such a terrible case which the information of the client was rejected, but only the plan was broadcasted.
Even if you have a career and human network in television, the PR activity is difficult, isn't it? Then what will the company do to carry out the media PR effectively?
  • At first they have to realize the essential things. The media side has a purpose for themselves and passes the information to the society. In other words, unless you draw the strategy with the point of view such as "how you pass the information to the society", only work which is called the PR activity continues without showing any result.
  • Because I was in the production spot of the television for a long time, and I was in a PR agency, I understand the circumstances of both very clearly. I feel sorry to say but I must say that what's wrong is wrong no matter how much you work on the PR activity. It is important that you work out a PR strategy to show to the media if you aim for PR on the television.
Then is to set a company on a right track to get them to be recognized in the society a role of PRest Inc.?
  • The audiences will be pleased to see the information which was broadcasted in the world by making the information that makes the television side pleased with it, and "the company will finally be pleased". PRest's work is to create the opportunities of the beginning through this work flow.
  • I said "a track" above, however if you only have a train and you don't have the track for it, the customers wouldn't use it, would they?
  • At first you have to set a firm track and let a train go on the top of it. This is our PR policy to carry out the most certain and safest PR for your company.
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