PUBLIC RELATIONS (PR) SERVICE
PUBLIC RELATIONS (PR) SERVICE
We select the most optimal public relations method based on the strategy, budget, and goals of our client. In addition to the standard public relations via press release, we utilize multiple dynamic PR channels that take innovative measures to effectively convey our client’s message to their proper target audience.
ARTICLE LOCALIZATION
There are certain products where knowing the details is important, especially with electronics. However, in Japan, SPECIFICATIONS are important for almost every product, services, foods, etc. Ultimately, simply translating a global press release, marketing campaign, or advertisement may not be enough to sway the local Japanese market.
ShapeWin has connections and expert media insights into a variety of products and services, and as such, we consult the professional to pick out points that will be appealing to our client’s brand target audience. This information is sent to our media writers who can create a translated, localized, and stimulating article for the Japanese market.
PRESS DISTRIBUTION
With the widespread use of press release distribution services, it has become easy to distribute a press release to over 100 media channels simultaneously. However, there are so many media outlets, it’s nearly impossible to have heard them all without extensive research. In Japan, sending a press release without knowing which media to target for distribution is the same as sending “spam mail”. Without the right audience, the brand message gets lost in all the noise.
To counter this problem, over our 10 years of PR & media relations, ShapeWin has built up a database of over 5000 media contacts. From this, we narrow down the list of contacts to match approximately 200 potential media candidates that are the most likely to pick up and distribute our client’s press content. This way, our clients have a better chance to convey their brand to the best possible audience to fulfill their B2B or B2C goals.
MEDIA PITCH
Many companies who have trouble getting appointments are usually asking the media the wrong way. However, in Japan, there is no advantage for the media to fulfill these “requests” for free. In many cases, the media will say to the PR representative, “Please send us the material. we’ll consider it”, which is a Japanese indirect and polite way of refusing the proposal.
The reason we can get our clients appointments with the media so easily is because we don’t ask for them. The stance of “consultation” is the key. A reporter’s job is to write articles that will generate buzz (articles that are useful to readers). As such, ShapeWin makes appointments with the stance of “consulting”, creating a win-win incentive for the media representative.
In Japan, the contact information of a media representative is exclusive information, making it difficult for outsiders to pitch. However, through ShapeWin’s long experience with news and media, we are able to reach such contacts and promote our client’s brand to them.
Our standard retainer offers a monthly media pitch to different types of media (i.g., Business, industry, Consumer, TV, online, print, etc) that relate to our client’s brand.
* Please note in Japan it takes time for a successful earned media pitch. Our media experts need to study for the client and collect resources to create appealing pitches to the target media. This process takes approximately 1 month to start, and usually involves a lot of back and forth communication between us and the Japanese media representative to fulfill potential requests for specific and market value information.
OWNED MEDIA
The best owned media for SEO and branding
Content marketing and owned media are PR methods that are gaining attention in Japan and around the world for branding, public relations, and lead generation (acquiring potential customers). There is a wide range of owned media, from large-scale owned media with multiple sections like mass media, to blogs that convey the daily life of a company. The scale of the owned media and the content to be exposed will be determined according to the budget and objectives.
* Please note in Japan it takes time for a successful earned media pitch. Our media experts need to study for the client and collect resources to create appealing pitches to the target media. This process takes approximately 1 month to start, and usually involves a lot of back and forth communication between us and the Japanese media representative to fulfill potential requests for specific and market value information.
PRESS CONFERENCE & ROUNDTABLE
ShapeWin has experience in setting up media roundtable events to introduce journalists to a wide range of our client’s product’s market trends, functional aspects, and product lines. For these events, ShapeWin’s media team recruits a number of journalists from fields related to our client’s brand to participate in a one-hour session. This enables the media to gain insights and build strong relationships with our client’s brand. In the past, we have used roundtable sessions with cosmetics and food manufacturers to obtain ongoing media coverage of their products and stories.
The Best of Both Worlds:
Combining the pros of Digital Advertising & Public Relations
Advantages of Web-based Advertising Agencies:
Strong in lead generation
Digital Advertising agencies are good at applying the know-how gained from keyword search advertising such as Google Adwords and feed-type advertising such as facebook to owned media, leading to direct customer acquisition.
Advantages of Web-based Advertising Agencies:
Strong in lead generation
PR companies can develop an overall public relations strategy and operate owned media based on a brand strategy. They are also skilled at creating content that can easily spread through mass media relations.
ShapeWin uses both online advertising and PR tactics with various owned media and content marketing to extend brand awareness and lead generation for our clients.
Some of our owned media services include:
Owned media branding strategy consultation
Website Content Development
Social media pages operation
& content creation
Blog content support
Have questions for PR or Marketing?
We want to listen to you – what are your goals, your needs, metrics for success. After we have that background information, we’ll develop a written proposal, working within your budget. Feel free to ask us!
Please feel free to contact us if you have any questions about consulting, planning, etc.
Reception hours: 10: 00-18: 00 (weekdays)