Public Relations Octopus Model Part 5: "Information Dissemination Power"

This is the ninth installment in our series on the " First Survey on Corporate Public Relations Activities," conducted by the Corporate Public Relations Strategy Institute targeting 479 listed Japanese companies. This time, we explain the fifth element of the "Public Relations Octopus Model Analysis" – which breaks down corporate PR activities into "Eight PR Capabilities" – focusing on "Information Creation Capability."

Eight Public Relations Capabilities

Among all 80 questions for the "Eight Public Relations Capabilities," the highest score was for "Posting News Releases on the Company Website" (see figure below). 88.9%, or nearly 90%, of companies upload releases to their own sites. However, only 64.9% of companies "Regularly Issue News Releases," resulting in a lower score. While news releases represent the most fundamental activity in corporate communications, the fact that only about two-thirds of respondents indicated they issue them regularly is somewhat concerning for a survey of listed companies. Naturally, earnings announcements are expected, but companies should also communicate new developments concerning their products and services—information that stakeholders beyond shareholders would want to know.

This survey defined corporate "information dissemination capability" as "the ability to comprehensively and timely utilize various information dissemination methods, including mass media, company-owned media, and social media." The items emphasized by the PR expert panel (researchers, media, PR practitioners) (Note) were: ① "Top management regularly participates in media interviews," ② "Information dissemination activities are tailored to key stakeholders," ③ "The company website is updated at least twice a month," and "Information dissemination utilizes social media." Among these, the areas where differences between companies are likely to emerge are "top-level PR" and "social media utilization."

(Note)In the survey, out of 80 questions, the PR expert panel was asked to pre-select three questions they considered most important for each of the "Eight PR Capabilities." These selected questions were given additional weight in the analysis.

Nikkei Business featured a "CEO Communication Power Ranking" for two consecutive years in 2012 and 2013. The subtitles for each year were "The Power of Words Strengthens Companies" (2012) and "The Courage to Speak, the Risk of Silence" (2013), highlighting how crucial it is for top executives to communicate effectively. The top-ranked leaders all have high media exposure. They are also seen as possessing strong personal communication and information dissemination skills. But that alone shouldn't be the whole story.

Creating exposure opportunities for top executives, arranging media interviews, judging whether the purpose of an interview is appropriate, and following up after the interview – all of this falls to the PR staff. While top management's understanding is essential, effective information dissemination requires proactive action from PR staff. Sometimes, this involves persuading top executives. For less prominent companies, even boldly approaching media outlets might struggle to secure coverage opportunities. Yet, ultimately, only top executives can represent the company through responsible statements. In corporate communications, creating mechanisms for top executives to speak and disseminate information must be the highest priority.

Recent changes in the media environment demand transformation in corporate communications. In this survey, 34.7% of companies responded that they "utilize social media for information dissemination." This figure can be interpreted in two ways: either as only about one-third of companies, or as one-third having taken the step to utilize it, indicating progress in corporate social media adoption. However, it is undeniable that the era of public relations prioritizing placements in major newspapers and relationships with press clubs is changing. New approaches to information dissemination now demand ingenuity and creativity.

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