IPRA, the International Public Relations Association hosts the webinar "Japan digital PR best practices: how to run hybrid media relations" presented by Kazuko Kotaki on Thursday 8 June 2023 at 12.00 GMT/UCT. https://www.ipra.org/news/press-room/invitation-to-an-ipra-webinar-on-hybrid-media-relations-8-june-2023/ Explore hands-on learnings and insights on how corporate communications have evolved in the hybrid world resulting from a three-year-long virtual media relations. The webinar will share practical knowledge on what works and why, based on Kazuko’s global media and agency client experiences from both Japan and around the world. Background to IPRA IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations' annual global competition, the Golden World Awards for Excellence (GWA). IPRA's services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship. For more see www.ipra.org Background to Kazuko Kotaki Kazuko is Associate Director, Corporate at Edelman Japan. She is a passionate public relations veteran with over 20 years of experience in consulting, media relations, and narrative development focusing on communications in the STEM field. She joined Edelman in 2022 to provide business communications counsel to the world’s top brands and most critical communication needs. To support business communicators around the world, Kazuko also serves as Vice President of Communications at IABC Japan representing the International Association of Business Communicators in the Tokyo office. https://twitter.com/ipraofficial/status/1666714244379824128?ref_src=twsrc%5Etfw%7Ctwcamp%5Eembeddedtimeline%7Ctwterm%5Escreen-name%3Aipraofficial%7Ctwcon%5Es1 https://www.facebook.com/IABCJapan/posts/pfbid02ykDEHhTh7FJUitAu39gKjiWM6KXDR69DfwSc8nnnGp5KrbvUVv6SCXr6DUwSvaj2l

1. Kazuko Kotaki
Associate Director
Edelman Japan
Japan digital PR best practices:
How to run hybrid
media relations
6 – 8 – 2023

2. P. 2
1.Introduction - Edelman Trust Barometer
2.Media Relations – Overall Landscape and Transition
3.Outlook from Digital to Hybrid
4.Tricks & Tips, Success Cases
Table of Contents
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s

3. P. 3
1. Introduction
- Edelman Trust Barometer
J a p a n d i g i t a l P R b e s t p r a c t i c e s :
H o w t o r u n h y b r i d m e d i a r e l a t i o n s

4. Kazuko Kotaki
Associate Director
EdelmanJapan
Kazuko is a passionate public relations veteran with over 20 years of
experience in PR consulting, media relations, thought leadership,
and content development focusing on communications in STEM
field. She joined Edelman Japan in 2022 and supporting global
brands in corporate communications including ESG narratives,
executive visibility, and speaker trainings.
Prior to Edelman, she built her career in communications at several
listed agencies in Japan following her engagement in marketing and
corporate communications in global IT brands. She has worked with
technology clients in B2B/B2C/digital for their corporate reputation,
executive visibility, crisis, and social issues. She also ran the PR
Research Institute, focusing on consulting and research on DEI,
SDGs, and ESG investment.
P. 4

5. Japan Report
https://www.edelman.com/trust/2023/trust-barometer

6. P. 6
Global averages
These vary based on the number of
countries surveyed each year:
*To protect the stability of the global average, Sweden
will not be included in the average until there are at least
two years of recent data
The sensitive nature of the question prevented this
data from being collected in these countries
Statistical significance
All indicated year-over-year significant changes were
determined using a t-test set at a 99%+ confidence level
GLOBAL 27
Methodology
**The sample size varies by country from 1,082 to 1,500.
27-market global data margin of error: General population +/- 0.6 percentage points (n=31,171)
Country-specific data margin of error: General population +/- 2.5 to 3.0 percentage points (varies by country based on sample size, n=1,082 to n=1,500)
Annual online survey in its 23rd year
32,000+ 1,150+/-
28
Fieldwork conducted: Nov 1 – Nov 28, 2022
Countries Respondents Respondents per country**
Argentina
Australia
Brazil
Canada
China
Colombia
France
Germany
India
Indonesia
Ireland
Italy
Japan
Kenya
Malaysia
Mexico
Nigeria
Saudi Arabia
Singapore
S. Africa
S. Korea
Spain
*Sweden
Thailand
The Netherlands
UAE
UK
U.S.
Russia, part of the Edelman Trust Barometer from 2007 to 2022, was not included in this wave For more details on global averages and country-specific methodology,
please refer to the Technical Appendix
+
0
- Significant change
GLOBAL 25 Excludes China and Thailand
2023 Edelman Trust Barometer

7. P. 7
23
2001
Rising
Influence
of NGOs
2003
Earned Media
More Credible
than Advertising
2005
Trust
Shifts from
“Authorities”
to Peers
2007
Business More Trusted
than Government
and Media
2009
2011
2013
2015
Trust in
Business
Plummets
Business Must Partner
With Government to
Regain Trust
Crisis of
Leadership
Trust is
Essential to
Innovation
2017
2019
Trust in
Crisis
Trust
at Work
2002
2004
2006
2008
2010
2012
2014
2016
2018
2020
2023
Fall of the
Celebrity CEO
U.S. Companies
in Europe Suffer
Trust Discount
A “Person Like Me”
Emerges as
Credible
Spokesperson
Young People
Have More
Trust in
Business
Performance and
Transparency
Essential to Trust
Fall of
Government
Business to
Lead the Debate
for Change
Growing
Inequality
of Trust
The Battle
for Truth
Trust:
Competence
and Ethics
Navigating a
Polarized World
Years
of
Trust
2021
Business
Most Trusted
2022
The Cycle
of Distrust

8. P. 8
The lack of civility and mutual respect
today is the worst I have ever seen
Social Fabric Weakens
Percent who say
39%
The social fabric that once held this country
together has grown too weak to serve as a
foundation for unity and common purpose
56%
2023 Edelman Trust Barometer. POP_MDC. Below is a list of statements. For each one, please rate how true you believe that statement is using a nine-point scale where one means it is “not at all true” and nine means it is “completely true”.
9-point scale; top 4 box, true. General population, 27-mkt avg., and Japan.
65 62
% %
GLOBAL 27

9. P. 9
These institutions are
Government and Media Fuel Cycle of Distrust,
Seen as Sources of Misleading Information
Percent who say, in Japan
a source of false or
misleading information
a reliable source of
trustworthy information
48
45
23 22
33 33
49 50
Government Media NGOs Business
2023 Edelman Trust Barometer. [INS]_PER_DIM. In thinking about why you do or do not trust [institution], please specify where you think they fall on the scale between the two opposing descriptions. 11-point scale; top 5 box, positive;
bottom 5 box, negative. Media and NGOs shown to half of the sample. General population, Japan.

10. P. 10
62
59
50 50
Business NGOs Government Media
Least-trusting
countries for
each institution
Spain
Japan
S. Korea
49
47
38
*Sweden
Germany
Japan
44
41
38
Japan
S. Africa
Argentina
33
22
20
UK
Japan
S. Korea
37
34
27
Globally, Business Only Trusted Institution
Percent trust
-1 -1 -1 -2
Change,
2022 to 2023
2023 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, 26-mkt avg. *Sweden is not included in
the global average. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.
Due to a translation inconsistency, the France data was removed from this slide. For more details contact the Trust Barometer research team.
Distrust
(1-49)
Neutral
(50-59)
Trust
(60-100)
Significant change
+
0
-
GLOBAL 26 excludes France

11. P. 11
92 91 90
86 86 85
82 80 80 79 78 76 76 76 76 76 75 75 75 74 73 73 72 71 71
68
63
54
In Japan, My Employer Trusted
Percent trust
+1 +1 +1 +1 +3 +4 -3 +1 -5 -3 -1 +5 +3 0 0 +2 +1 -1 n/a -1 -2 -1 -4 +4 +2 -4 +3 +1
63
MY EMPLOYER
Business 47
NGOs 38
Media 34
Government 33
Change,
2022 to 2023
2023 Edelman Trust Barometer. TRU_INS. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right. 9-point scale; top 4 box, trust. General population, by market. “Your employer” only shown to
those who are an employee of an organization (Q43/1). *Sweden is not included in the global average. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level.
Japan
Distrust
(1-49)
Neutral
(50-59)
Trust
(60-100)
+
0
- Significant change

12. P. 12
2. Media Relations
Overall Landscape
J a p a n d i g i t a l P R b e s t p r a c t i c e s :
H o w t o r u n h y b r i d m e d i a r e l a t i o n s

13. P. 13
Public Relations in Context
M E D I A L A N D S C A P E
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
• Public Relations can be either
➢ Specific context of media relations as part of corporate
communications to generate news
➢ Broader context of corporate and marketing communications to
engage with media, employees, investors, governments, and social
stakeholders

14. The 2022 World Press Freedom Index published by Reporters Without Borders (RSF), assess the state of journalism in 180 countries
and territories, with the purpose of comparing the level of press freedom enjoyed by journalists and media in 180 countries. On a global
level, this year it found disastrous effects of news and information chaos, a result of a globalized and unregulated online information
space that encourages fake news and propaganda.
180
North
Korea
176
Myanmar
175
Chinese
Mainland
174
Vietnam
39
Australia
150
India
148
Hong Kong
*dropped by 68 places
YoY
147
Philippines
142
Cambodia
139
Singapore
117
Indonesia
113
Malaysia
115
Thailand
71
Japan
43
South Korea
38
Taiwan
11
New Zealand
24
UK
42
USA
147
Philippines
161
Laos
Press Freedom
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
M E D I A L A N D S C A P E
P. 14

15. Key Top-Tier Business Publications​
ONLINE OUTLET:
▪ LINE is the no.1 messaging app and
social media platform in Japan.
▪ Yahoo is the largest news amplifier across
digital channels.
▪ Twitter is large in Japan following the US, and
often used as news search tool.
Key Publications –
English & Japanese
Major Broadcasters
MEDIA RELATIONS :
Journalists open to pitches and interview
requests based on the story angle/speakers.
Press clubs serve to specific communities’
interests.
Japan’s editorial decisions are separate from
advertising spend for clear division of content.
Main News Agencies
• Japan has a large media industry mostly located in Tokyo
where news dissemination has been initiated by high-circulation
print dailies and magazines and their online subscribers.
• TV news and online amplification has an increasingly impact on
consumers.
• Social media reach out to youth beyond news media outlet.
• Japanese language is a must to penetrate the media.
Media Landscape - JAPAN
P. 15
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
M E D I A L A N D S C A P E

16. P. 16
Media Landscape Example
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
M E D I A L A N D S C A P E
⚫ TV/News Agency – TV Tokyo, Kyodo News
⚫ Dailies – Nikkei, Asahi, Yomiuri, Mainichi, Sankei
National:
⚫ News Aggregator - Yahoo News, LINE News
⚫ SNS – Twitter, Facebook, Instagram, LinkedIn
Online:
⚫ Business – Nikkei Business, Toyo Keizai, Weekly Diamond, President
⚫ Industry – Nikkei Businesss Daily, Nikkan Kogyo Shimbun, Nikkei MJ
Business/Industry:
⚫ Marketing – Sendenkaigi, Nikkei xMarketing, Nikkei Design
⚫ Tech – Nikkei xTrend, ITmedia
⚫ Finance – Nikkin, Kabusihiki Shimbun, Kinyu Keizai Shimbun
⚫ Well-being: Nikkei Medical, Yakuji Nippo, Hospital News
Trade:

17. Japanese Media Characteristics
⚫ Prepare news facts and figures
⚫ Address Japanese angles
⚫ Japanese language is a Must
⚫ Detail-oriented with strong
Japan focus
⚫ Balanced stories
⚫ High context
⚫ Similar headlines
⚫ Press club culture
⚫ Beat rotation system
Japanese
Media
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 17
M E D I A L A N D S C A P E

18. P. 18
2. Media Relations
Transition throughout
Pandemic
J a p a n d i g i t a l P R b e s t p r a c t i c e s :
H o w t o r u n h y b r i d m e d i a r e l a t i o n s

19. Before Covid
- Mar 2020
• In-person engagement
➢Interview
➢Press Briefing/Event
➢Overseas Media Tour
During Covid
Apr 2020 – Apr 2023
• Online-assisted
engagement
➢Interview
➢Press Briefing/Event
➢Global/Regional Virtual
Event
Post Covid
May 2023 -
• Hybrid permeation
➢Interview
➢Press Briefing/Event
➢Japan/Region Hosted Event
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
Evolutionof Environment& Media Relations
Apr 20-, Declaration of a State of Emergency
May 21-, Lift of the State of Emergency
Mar 23-, Mask Use Depending on Personal Choice
Mar 20-, Visa Restriction for Tightened Boarder
Apr 23-, Full Lift of Boarder
P. 19
May 23-, Corona Downgraded to Seasonal Influenza
T R A N S I T I O N

20. Mar Oct Mar Oct Mar Oct Mar Oct Mar
2019 2020 2021 2022 2023
Real 55 48 6 0 7 4 1 24 12
ONLINE 20 55 71 60 47 30 20
HYBRID 3 4 6 7 4 19 12
total 55 48 29 59 84 71 52 73 44
20
55
71
60
47
30
20
3
4
6
7
4
19
12
55
29
59
84
71
52
73
44
Real ONLINE HYBRID total
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 20
Media RelationsTrend ThroughoutCovid
Apr 2020
Declaration of a State of Emergency
May 2021
Lift of the State of Emergency
Mar 2023
Mask Use Depending on Personal Choice
Data source: IT press briefing calendar formed by volunteer journalists represented by Yuko Miura, Tokyo
Early Covid During Covid
T R A N S I T I O N

21. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 21
Elementsof “Hybrid”Media Relations (Example)
Who Format Delivery Timing Need of Hybrid Equipment
Speaker(s) Real Real-time No
Online Real-time Zoom/Teams, Lighting, AV etc.
Online Recorded YouTube/MP4 etc.
Comms Real Real-time No
Remote Real-time Zoom/Teams, Interpreter/Translation, Online Vendor etc.
Remote Post-event YouTube/MP4 etc.
Media Real Real-time No
Online Real-time Zoom/Teams, AV etc.
Online Post-event YouTube/MP4 etc.
T R A N S I T I O N

22. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 22
Shiftin Media RelationsOver Time
• Increased focus on “experience” and “personalization”
- More frequent rehearsals, personalized gifting
• Increased value of real, face-to-face
- Restart of overseas media tour, host of regional/in-Japan event
T R A N S I T I O N

23. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 23
Changein Media Relations– Early Covid
• Increase and saturation of press briefings as a whole
• Increase in online-only press briefings
• Hybrid event troubles – connection/sound issues, time zones
• Increase in marketing comms due to the lack of news elements
eg. whitepaper download for lead generation
T R A N S I T I O N

24. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 24
Changein Media Relations– DuringCovid
• Increased conflicts of press briefings as a whole
• Gradual come-back of real
• Gradual increase of hybrid
• Decrease of online only
• Need of flexibility for the last-minute change
T R A N S I T I O N

25. P. 25
3. Outlook
From Digital to Hybrid
J a p a n d i g i t a l P R b e s t p r a c t i c e s :
H o w t o r u n h y b r i d m e d i a r e l a t i o n s

26. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 26
ContinuedShiftin Media Relations – Post Covid
• Dynamic change of speakers/journalists (career change)
• Evolution of hybrid – more speakers onsite from overseas
• Increased need of
✓ Employee Engagement
✓ Executive Visibility
✓ Assessment of ChatGPT
O U T L O O K

27. P. 27
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
• From digitalization to hybridization of content
• Integration of sustainability into business
• Increased productivities in media relations with Generative AI
✓ Enhanced capability in research of existing data and knowledge
✓ Advanced automation of content drafting, writing, and feeding
✓ Acceleration in organizing and providing info for media outreach
Hybridizationof content
O U T L O O K

28. A peer audit and landscape analysis identify how the
executive’s peers (industry and aspirational) are showing up
on their digital platforms and social channels.
Carefully select channels (LinkedIn, Twitter, Instagram) that
are most relevant to the executive’s audiences and advance
their communications objectives.
An editorial calendar and content pillars take advantage
of white space online and bridge personal and professional
content.
Set goals, objectives, and target metrics to benchmark
success against overall platform objectives – Measure the
resonation with audiences.
The Edelman Trust Barometer tells us that 57% of people want CEOs to
communicate regularly and directly via social media.
P. 28
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
Evolutionof Executivesas SpokespeopleBeyondNews &
Into Digital
O U T L O O K

29. P. 29
4. Tricks & Tips,
Success Cases
J a p a n d i g i t a l P R b e s t p r a c t i c e s :
H o w t o r u n h y b r i d m e d i a r e l a t i o n s

30. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 30
HybridSimpleTricksand Tips (1)
• MC/Speaker/Audience screen alignment
- Ensure the audience screen syncs with the presentation slide
- Prepare the speaker with proper tone, dress code, and lighting
- Ensure your video is saved locally and ready for play
– Involvement of real and hybrid operation is exponentially harder than
single-task operations

31. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 31
HybridSimpleTricksand Tips (2)
• Stop howling
- Separate interpreter microphone from the speaker to stop interruption
- Mute both microphone and speaker to avoid howling
- Ensure enough lead time for equipment setting, speaker seating, and
audience logging

32. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 32
HybridExecutiveVisibility(1)
• Build the social channel for executive engagement
- For business audience, LinkedIn is suited to expand the executive
peer network, and amplify the audience engagement including current
and future employees
- Organize content calendar and growth plan with whitespace mapping,
benchmarking, development review

33. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 33
HybridExecutiveVisibility(2)
• Elevate media opportunity to event engagement
- Expand the media dialogue to the wider audience to directly engage
with stakeholders
- Work on event mapping/screening for your exec with organizer
dialogue, first-hand info, and speaker/audience stacks
- Identify/ sharpen topics to resonate Gen Z beyond the news media

34. J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 34
HP Inc. (NYSE: HPQ) is a global technology leader and creator of solutions that enable people to bring their ideas to life and connect
to the things that matter most. Operating in more than 170 countries, HP delivers a wide range of innovative and sustainable devices,
services and subscriptions for personal computing, printing, 3D printing, hybrid work, gaming, and more.
HP – Technologyand SustainabilityLeader
In January 2023, HP Japan hosted the annual media briefing on-site,
supplemented by Zoom webinar using Poly, to discuss HP’s 2022 highlights
and strategy for 2023.
Japan’s major journalists and analysts representing Japan’s leading business,
tech, print, manufacturing, and gaming media attended the event.
Nobuki Okado, Managing Director of HP Japan, addressed global trends as well
as HP’s strategic focus and the HP Future Ready Strategy for the sustainable
growth. He highlighted HP Japan’s significant progress on hybrid work, gaming,
digital press, and 3D printing while discussing how HP Japan developed a more
diverse leadership team and increased employee engagement in hybrid work.
This marked his evolution from the inauguration in October 2021.

35. To promote and elevate their reputation
among stakeholders in the public and social
sector, the client is looking to establish a
narrative that would address prominent health
related efforts undertaken by the company.
Edelman DXI came on board to understand
how the client’s pre-defined topics of interest
were being covered in media with the goal of
informing a strategic platform for the business.
In addition, DXI took on the challenge of
identifying and analysing the landscape of
global health organizations by leveraging
social impact scores to help inform potential
partnerships for the client.
PRIORITIZATION FOR POTENTIAL PARTNERSHIPS
Edelman DXI provided a list of 100+ organizations to 15 via a phased approach to prioritize for
potential partnership.
UNDERSTAND THE LANDSCAPE & IDENTIFY ANGLE FOR POINT
OF ENTRY
Identify which conversations the client could enter with an authentic angle and become a thought
leader on by addressing whitespace opportunities.
BUILDING A FOUNDATION FOR STRATEGY DEVELOPMENT
Supported the strategic positioning and narrative development for the client.
J a p a n d i g i t a l P R b e s t p r a c t i c e s : h o w t o r u n h y b r i d m e d i a r e l a t i o n s
P. 35
DXI, EdelmanData & Intelligence
A data-drivencommunicationprogramfor a global
managementconsultingcompany

36. P. 36
Q&A - Discussions
J a p a n d i g i t a l P R b e s t p r a c t i c e s :
H o w t o r u n h y b r i d m e d i a r e l a t i o n s

37. Kazuko Kotaki
Associate Director
Edelman Japan
Thank you
6 – 8 – 2023