Dentsu PR media relations staff maintain close links with key journalists, writers and producers, seeking advice on improving a client's media profile. Through lengthy interviews Dentsu PR 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. Dentsu PR 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.

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

In extensive lecture sessions Dentsu PR 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 Dentsu PR to advise on what the media - and your audience - will find acceptable.

In conjunction with leading wire service Kyodo News Agency, in 2002 Dentsu PR 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, Dentsu PR 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. Dentsu PR also offers a service called iClips that monitors technology-related websites.