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Crisis Communications

Dentsu Public Relations was the first public relations consultancy in Japan to establish a special team to undertake crisis communications activities on behalf of clients.

Since its establishment, Dentsu PR has responded to calls from over 1,000 Japanese and foreign clients, providing each with a package of services determined by their needs and their situation. Dentsu PR helps clients produce crisis communication manuals, organizes training sessions for staff and management, advises on preventative measures to assist clients identify potential problems before these happen, and when emergencies occur suggests the appropriate response to limit damage.

Since inaugurating the service, Dentsu PR has helped foreign companies operating in Japan cope with several emergencies, including a product recall, illegal waste dumping, and Internet-driven slander.

Training

The training sessions offered by Dentsu PR's crisis communications team involve lectures that introduce the topic, simulation exercises to prepare clients for times of crisis, and media training to illustrate how best to deal with inquiries from the Japanese media. Numerous foreign executives have found Dentsu PR's media training sessions especially beneficial.

Areas of expertise

When a crisis occurs, Dentsu PR specializes in helping clients handle media inquiries, respond to employee concerns, calm investors, satisfy government agencies and other regulatory authorities, and reassure the community.

Dentsu PR's crisis communication expertise is so highly regarded that in 2001, a year in which food safety and product liability became key consumer concerns due to a series of high-profile scandals, our risk communications team was invited to join the product safety research group organized by the Ministry of Economic, Trade and Industry's Product Safety Division. Members of the product safety research group include representatives of the manufacturing and retailing industries, insurance companies and consumer groups, as well as scholars and lawyers. Among the group's tasks was the compilation of a handbook for manufacturers containing advice on what to do if faced with a recall. When this handbook was being produced, Dentsu PR provided METI with an overview on how information should be provided under such circumstances.