Weber Shandwick Survey Finds Nearly Half of Foreign Media Dissatisfied With Japanese Corporate Communications
Weber Shandwick Survey Finds Nearly Half of Foreign Media Dissatisfied With Japanese Corporate Communications
TOKYO – May 10, 2010 – According to a survey conducted by Weber Shandwick Tokyo, 44% of foreign media feel they are served ineffectively by Japanese companies. Targeting foreign journalists specializing in Japanese corporate news, these findings were part of an online survey, conducted by the firm in March 2010 among dozens of journalists. The purpose of the survey was to raise awareness of the communication issues experienced by journalists in Japan and abroad and to therefore encourage corporate Japan to better communicate with the media, locally and internationally.
The most prevalent issue for journalists representing non-Japanese news outlets was poor access to management, an observation shared by 60% of respondents. Other areas needing improvement included speed of response (33%) and proactive PR strategies (27%).
The majority of respondents were Japan-based (70%); the balance hailing from Asia Pacific (23%), North America (7%) and Europe (7%). Print newspapers were the most common type of media to which respondents contributed reports on Japanese companies, followed by online media, magazines, newswires and broadcast media.
Many of the comments made by the journalists addressed a lack of openness regarding Japanese corporate communications. Examples include a reference to PR managers exhibiting a tendency to protect rather than promote the CEO, and company representatives who treat meetings with foreign journalists as opportunities to merely greet them instead of sharing news. Several journalists raised the issue of inequality, demanding the simultaneous distribution of Japanese and English press releases, equal access for domestic and foreign media and the proper maintenance of English-language corporate websites.
Public relations offices/agencies of Japanese companies can begin to build and develop trust with journalists by promoting transparency. A commitment to simple yet effective steps – proactively sharing information, answering tough questions before they are asked, allowing CEOs to tell their stories – will lay the groundwork for better media relations.
Key survey findings:
* More than 30% of respondents strongly/somewhat agreed that the foreign media is served effectively by Japanese companies, 20% neither agreed nor disagreed, 44% strongly/somewhat disagreed, and 3% had no opinion
* 70% of respondents suggested the need for a dedicated media newsroom on Japanese corporate websites, while 60% highlighted the need for suitable corporate facts & figures and 37% pointed to the need for high-resolution images and downloadable media kits, respectively
“Overall, the survey revealed that while several individual Japanese companies conducted world-class media relations, only about one-third of the respondents believe that the foreign media is served effectively, or somewhat effectively, by public relations offices and/or agencies of Japanese companies,” said Akihiko Kubo, President and CEO of Weber Shandwick in Japan. “It is clear from this that corporate Japan has a long way to go to raise the level of its international communications to that of companies representing the journalists’ home countries. The most important step on any journey is the first, and the road to improved media relations begins with a commitment to engage foreign journalists.”
About the survey
The online survey was conducted among 30 journalists from Japan, Asia Pacific, North America and Europe during March 2010. The views expressed in this paper are Weber Shandwick’s conclusions of the study data. However, the survey data do not necessarily reflect the views of Weber Shandwick.
About Weber Shandwick Tokyo
Weber Shandwick Tokyo was founded in 1959 as International PR K.K., one of the pioneers of public relations in Japan. Serving as a conduit for leading corporations and concepts, the agency established its reputation by helping Japanese companies broaden their horizons overseas while assisting foreign companies seeking a foothold in the Japanese market. The company celebrated its 50th anniversary in 2009 having built a heritage of providing premier services to a range of distinguished clients. The company joined the Interpublic Group in 1998 and changed its corporate name to Weber Shandwick (Tokyo) in 2001. For more information, visit http://japan.webershandwick.com.
About Weber Shandwick
Weber Shandwick is a leading global public relations agency with offices in 76 countries around the world. The firm’s success is built on its deep commitment to client service, our people, creativity, collaboration and harnessing the power of Advocates – engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. In 2010, Weber Shandwick was named Global Agency of the Year by The Holmes Report for the second year in a row; an ‘Agency of the Decade’ by Advertising Age, Large PR Agency of the Year by Bulldog Reporter, and Top Corporate Responsibility Advisory Firm by CR Magazine. The firm has also won numerous ‘best place to work’ awards around the world including “Best Multinational Firm to Work For in EMEA” by The Holmes Report and a “Top Place to Work in PR” by PR News. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.