Media Services ｜ DENTSU PUBLIC RELATIONS INC.

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■	DentsuPR offers the full menu of activities to harness the power of the Japanese media

Major differences in the structure of the media in Japan and overseas can present daunting obstacles to foreign firms. Successfully working with Japan's plethora of 'press clubs' and the system that dictates how news is packaged and distributed demands the services of media specialists. As the country's most experienced PR consultancy Dentsu Public Relations enjoys unparalleled access to the Japanese media. Moreover, as a member of the Foreign Correspondents' Club of Japan, we handle communications with Tokyo-based foreign media too. Rely on DentsuPR to deliver the media in Japan.

DentsuPR media relations staff maintain close links with key journalists, writers and producers, seeking advice on improving a client's media profile. Through lengthy interviews DentsuPR audits the media's view of the client - its image, accessibility, and positioning among competitors. We then use the results to suggest where changes to the client's PR strategy might be beneficial.

Foreign firms entering Japan frequently rely on inappropriate publicity materials. Distributing Japanese translations of head office media advisories is ineffective. DentsuPR provides clients with media tools that are expertly written and produced for a Japanese audience. We also design and conduct surveys that will attract media attention, packaging the results as press releases to generate publicity.

DentsuPR's close relations with the Japanese media ensure that media briefings, press conferences, interviews and media tours are executed smoothly and efficiently. DentsuPR can utilize its media database of 10,800 journalists to develop the ideal media mix.

In extensive lecture sessions DentsuPR offers instruction to executives and spokespeople on dealing with the Japanese media. To teach appropriate responses to reporters' questioning, we also conduct and videotape simulated one-on-one interviews and press conferences, providing clients with a detailed assessment and performance tips afterwards.

Paid editorial that supports conventional publicity activities is more accepted in Japan as a means of communication than elsewhere. But even for these publicity placements, the Japanese media requires that certain procedures be followed and a slew of unwritten rules be observed. Trust DentsuPR to advise on what the media - and your audience - will find acceptable.

In conjunction with leading wire service Kyodo News Agency, in 2002 DentsuPR invested in Kyodo News PR Wire, a new service that disseminates client press releases reliably, quickly, and cheaply to the Japanese media. Through affiliations with major foreign newswire services, Kyodo News PR Wire also facilitates the distribution of press releases to media outlets worldwide.

In addition to conventional press cutting, DentsuPR also provides an electronic monitoring service, the EL-NET (Electronic Library). In this service, clippings are delivered to clients every morning via fax or over the web exactly as they appear in the media. DentsuPR also offers a service called iClips that monitors technology-related websites.