Comparing public relations across the globe: How the U.S. and Japan differ

Written by: Jairo Mariscal, SAS of Cornerstone Pie

Public Relations is a fairly new business practice in Japan, but that doesn’t mean it’s not taking off. Japan has the world’s third largest economy and as it continues to grow the demand for public relations practionors is steadily growing. Currently, the Japanese PR market is worth $3.6 billion dollars.

Public Relations is very different in Japan, but all the while it is still very similar to the way people in the United States disseminate information to the public. In the U.S., social media plays a huge role in how companies and other businesses communicate internally and externally.

For example, Facebook is one social media that companies use to communicate to the public, companies like Starbucks, Amazon, Nike and many others use social media to inform the public of specials and other important information that could help people connect with the company.

blog1Japan is very different on the other hand, they rely on a mobile app like LINE. LINE has been able to create revenue through a combination of sticker sales and interconnected mobile apps and games. With over 205 million people using the app monthly, LINE reaches a large audience, and with popularity steadily increasing in other Asian countries LINE is steadily outsourcing Facebook. LINE currently has no plans to expand into the U.S.

As the PR industry keeps growing, recruitment into the industry is blog2also growing. Vector PR is an agency based in Tokyo. They launched a movie titled “Tokyo PR Woman” in hopes of bringing more people into the industry, specifically women.

The film premiered on August 30th and was very popular among young people.

One major difference in PR in Japan is how media is used. In the U.S. every PR professional knows that there are different types of media.

Media in the U.S. is broken up into four different sections: paid, earned, social and owned. While in Japan, media is only used for paid, earned and owned media. 

Regardless of how different PR practices are in both countries, they still serve the same function. Japan and the U.S. are still able to learn from each other in order to function to the highest capabilities.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s