More and more these days, Kyodo PR is taking an omnichannel and integrated approach to how we propose which activities will best move the proverbial needle. To begin with, we'll look at how much news value the information that a potential customer has to work with. In the instances in which there is enough to eke out a steady stream of coverage, we like to lean into traditional PR solutions as Japan's legacy media still hold a lot of sway over topics of public interest.

Unfortunately, this approach can prove problematic when a potential client lacks anything that could be considered of news value for the Japanese media. Especially in the case of international businesses, it is often the case where we'll need to manufacture news via methods like trend jacking, leveraging first-party data, etc., to come up with pitch contributions that editors and gatekeepers would find in line with their editorial policies.

In other instances, we'll sometimes assess that a company's products don't really have anything relevant yet for the Japanese media. Rather than struggle uphill to promote information that is at odds with the needs of the press, we'll research some other ways of reaching the target audience. For example, we might find that content creators or social media ads are the best way to reach the sections of Japan's audience that we are looking to target.