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PR Study Guide Final

PR Study Guide Final - Chapter 7 Japan Fast Facts 1 First...

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Chapter 7 – Japan Fast Facts: 1. First question out of a reporter’s mouth “What is your birthday?” 2. “What is your blood type?” – Rare blood types are considered unworthy Introduction After WW2 – democracy replaced militarism and cooperative system Single party leadership: Liberal Democratic Party (LDP) Evolution of Public Relations Information Bureau – established in 1940 – centralized the information and propaganda operations that had been conducted at the respective ministries & agencies. (PAGE 124) Ki-ho translates to mean “public information” which is what they use to describe public relations because there is not a term in Japanese which translates from English. Advertorials initiated by advertising agencies became mainstream form of corporate communications in the 1950s. Mid-1950’s – early 1970’s: economy experienced 10% growth rate – era of Publicity that was used for the providing new materials to the media. Late 1960’s: environmental pollution emerged as a major societal issue Birth of Public Relations Companies in 1980 consisted of marketing mostly. PR activity centered mostly on publicity targeting the media. PR firms can be divided into 2 types: o Focuses on Japanese clients; publicity & event management (90) o International clients; wide array consultation with bilingual staff (10) 1980 – Public Relations Society of Japan – annual membership fees are higher that similar organizations in other countries they are able to attract only a limited number of members. Future bright – deregulation and changes of accounting standards. Underlying Problems o Outside PR resources used in crisis management situations. Day-to-day functions are done in- house. o Few experienced PR professionals with specialized education. Lies in corporate structure rotating personnel every 2 to 4 years. o 150 consulting firms – staffed 2,000 fulltime only 3% are proficient in English Culture & Public Relations o Don’t have schools of journalism – Each journalist has a beat = they become “subject matter experts” – cover those areas only. Content overrides style. o Press Clubs o Based on subject matter o Rarely female & foreign reporters o Rival reporters sitting chair to chair – “no scooping” o PR news has to first go through the press club first o High Context – level of cultural codes that implicitly held among communicators in Japan is high.
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o Group Cooperation is important – objectives are not achieved with individuals competing against each other. o Priority on corporate/organizational profit over personal profit. o Educational reforms – creativity rather than rote learning – renewed emphasis on English as international business language.
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