What is the key to the Purpose Era? The Potential of Corporate PR × Web Content

This series, a collaboration between NewsPicks Studios—a next-generation video content planning and production group —and Dentsu Inc. professionals, explores new possibilities for communication through media.

The theme of the first installment is " The Potential of Web Content from a PR Perspective." As the ways companies convey their messages diversify, businesses are using various methods—including advertising, video, and owned media—to express their purpose and slogans.

Why are web videos and web media initiatives now in demand from companies?

NewsPicks Studios' Ai Kawaguchi asked Yohei Nemoto, PR Producer at PR Consulting Dentsu Inc.

The Uniqueness of "Questions" Now Demanded of Companies

Kawaguchi: In recent years, the messages companies communicate have become increasingly diverse. For example, in terms of methods, they span advertising, articles, videos, and even social media.

The content of these messages also seems increasingly diverse, encompassing purpose statements and mission statements. Purpose statements, in particular, have gained significant importance in recent years as society increasingly prioritizes addressing social issues. How do you view the challenges companies face in this era, Mr. Nemoto?

Nemoto: That's right. I've been hearing the term "purpose" more frequently in conversations with media and companies. Previously, it was sufficient to communicate how a company's products or services contributed to its target audience. However, purpose represents a promise from the company to society, so naturally, the perspective and scale required are significantly higher and broader than before.

What happens then is that as the perspective rises, the messages each company sends out tend to become homogenized. As a result, I frequently hear concerns about a lack of uniqueness, making it difficult to differentiate from other companies or brands.

Kawaguchi: When you think from a higher perspective, companies in the same industry naturally tend to aim for similar visions of society or worldviews. How can we avoid this homogenization?

Nemoto: One approach is to revisit the founding principles and core purpose of your organization and reinterpret them in the context of today's era.

Kawaguchi: Adapting to the times is crucial, isn't it? Take International Women's Day, for example. While early messages primarily focused on supporting women, recent years have seen companies diversify their messaging to address issues like menstrual challenges and the right to use different surnames after marriage.

Nemoto: Yes, to express our unique identity and stance, positioning our "question" is essential. Diversity encompasses many genres and scales—from gender to work styles, childcare leave, and LGBTQ+ allyship.

Therefore, I believe what's required is the originality of the question itself – what stance we take and what questions we pose. And ideally, the agenda set there should be highly compatible with the company's business and products.

Agenda-Setting Power × Web Media Advantages

Kawaguchi: What are the benefits of collaborating with media to develop such agenda-setting?

Nemoto: Companies have traditionally believed they must present clear solutions to specific topics or themes. It's true that offering definitive "answers" like "×× is best for ○○" or "This is the go-to solution in such situations!" was effective. However, in this era of diversity, answers aren't necessarily singular. More consumers feel uneasy when a single company forcefully pushes one answer.

Instead, simply stating "This is how we think about it" and engaging in dialogue or discussion with consumers often elicits responses like "Oh, this might be about me" or "This company gets it," fostering empathy. The challenge, however, is that companies are somewhat unfamiliar with this kind of agenda setting.

This is natural for companies accustomed to presenting the "answers" customers demand. Furthermore, many companies lack the platforms to disseminate such agendas. Therefore, the movement to utilize media as a space for agenda setting and discussion feels like a natural progression.

Kawaguchi: In terms of being a forum for discussion, web media clearly has a significant advantage because reader reactions can be visualized instantly. I'd really like to ask Mr. Nemoto: When building a space for agenda setting, what key points should web media keep in mind?

Nemoto: First, I believe it's crucial to create a "system that allows exposure to diverse opinions." For example, at NewsPicks, it's not just specific journalists or writers involved, but also "ProPickers" who are experts in their respective fields. It's a space rich not only in facts but also in opinions that include interpretation, making it ideal for discussion.

Furthermore, from the perspective of psychological safety, being designed as a "place where it's okay to debate" fosters an environment where anyone feels comfortable expressing their opinions. In other words, media platforms that provide an environment where diverse perspectives can be voiced on a single issue are well-suited for agenda setting.

Kawaguchi: Thank you. As you mentioned, we also see the community function as a strength. On that note, what are your thoughts on the advantages of video?

Nemoto: Society, especially among younger generations, is shifting its media consumption habits from "reading" to "watching." Therefore, it's only natural for companies to transition from text-based communication to video communication.

Challenges that empower industries themselves, made possible by web programming

Kawaguchi: One strength of web media is its ability to segment target areas effectively. For example, NewsPicks is highly regarded for its focus on B2B and recruitment.

Nemoto: That's right. Mass media tends to create programs aimed at a broad audience of all ages and genders. To put it bluntly, sometimes they need content that's understandable to both teenagers and octogenarians. The themes that can achieve that are inevitably limited. Conversely, the web allows for targeted approaches based on specific objectives, making it easier to create content focused on narrow themes.

Kawaguchi: I see. That's precisely why partnering with web media to explore "questions" makes sense for companies.

Nemoto: Media excels at providing an objective perspective. The more specialized a company is in its field, the more valuable it is to borrow that perspective. After all, media professionals know what resonates now and how to communicate effectively.

In that sense, I think it could be valuable going forward for media to collaborate not just with individual companies, but with entire industries. It's just a thought, but imagine several startups aiming to boost the space industry coming together to collaborate with media.

Kawaguchi: Ah, that's an excellent idea. Empowering the industry itself could create opportunities for individual companies, potentially fostering an ideal flow. NewsPicks gathers many business professionals with diverse perspectives—from startup founders to corporate new business managers—so it might be possible to create interesting mechanisms for industry collaboration.

The Need for "Key Person Branding" to Convey Human Appeal

Kawaguchi: At NewsPicks Studios, we aim to further promote key person branding—conveying human appeal—by having corporate representatives, the so-called "insiders," appear on our programs. What are your thoughts on human appeal as part of a company's overall appeal and the necessity of branding it?

Nemoto: I believe it's extremely important. At the Corporate Public Relations Strategy Institute where I work, we classify a company's appeal into three categories: "product appeal," "financial appeal," and "human appeal." Data also shows that human appeal significantly influences corporate image.

Furthermore, even when analyzing individual investors specifically, human appeal is found to outweigh financial appeal. In other words, "people" can be a prime factor for differentiation from competitors.

Kawaguchi: That's fascinating. I think NewsPicks Studios videos are an effective way to convey that human appeal. What's your take, Nemoto-san?

Nemoto: From a consumer's perspective, when you want a product, you naturally hope the person who developed it is an expert deeply knowledgeable in that field. In that sense, having someone from the company appear and speak directly is ideal for conveying aspects that product features or underlying evidence alone cannot communicate.

There are also benefits from a PR perspective, not just marketing. Media often seek comments from experts because they are knowledgeable about the topic – their profession or title is irrelevant. Therefore, if someone from the company can speak deeply about the product's background, history, and related information, wouldn't that be the best branding for the company?

Kawaguchi: Indeed, combined with personal appeal, it seems like it could lead to ideal PR activities. In fact, at NewsPicks, we often see companies using "our own employees became Pro Pickers" as promotional material.

Nemoto: That's right. Japan has the virtue of "silence is golden," and there's a deeply ingrained belief that it's safer to say nothing rather than risk stirring up trouble by touching on unnecessary matters. However, recently, there's a stronger tendency for companies to be held accountable for their explanations. For instance, regarding humanitarian or human rights issues, if a company in a position close to the parties involved remains silent, it can even become a target of criticism. It's an era where not speaking up itself carries risk.

That said, communicating effectively requires certain skills that aren't acquired overnight. That's precisely why I believe it's crucial to utilize platforms like NewsPicks to train in how to communicate and convey messages.

Kawaguchi: Thank you. We would like to incorporate such opinions into our future initiatives.

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