Publication of the book: Practical! "The Gossip-Monger PR School"
On February 27, 2015, "Practical! The Gossip-Loving PR School" (published by Sairyusha) was released.
The fundamentals of PR are: "Don't lie, don't run away, don't hide!"
In today's era of developed social media, if a company mishandles a scandal, it can lead to bankruptcy.
Now more than ever, true public relations skills are being tested. What does this country's PR reality look like through the eyes of this veteran commentator? At 83 years old, he's still active today – having worked as a Sankei Shimbun reporter, launched the famous "Yukan Fuji" newspaper, and served as head of the renowned "Gossip-Mongering PR School."
"Let's see everything, hear everything. And then, let's say what we want to say.
A PR person must be highly curious to succeed. Agile footwork is also required.
Sometimes you need to look at your own company through the eyes of a third party. That's why I named it 'Yajiuma'." (From the "Foreword")
Written in a lighthearted style, this book is essential reading for everyone involved in public relations. It is the third installment in the "Sairyusha PR Series," following "Crisis Management and PR" and "What PR Can Do to Save a Company."
■Author: Yasuhiko Shimatani
■Publisher: Sairyusha
■Price: ¥1,800 (excluding tax)
■ISBN: 978-4-7791-2091-6
■Publication Date: February 27, 2015
■Format: B6 paperback
■Page Count: 215
■Table of Contents
"The Power of Empathy to Move People" In lieu of a Foreword
Prologue
・Part One: Public Relations Is About People
I. Pioneers of Modern Public Relations
2. As Long as You're Alive, It's Youth
3. The Proverbial Nail That Sticks Out Gets Hammered Down
4. A Treasure Chest of Interesting People
5. The Lineage of Nurturing People
VI. Travel, Sake, and PR
7. The triumph of Meitec's in-house newsletter
8. Bayer Germany: The Face of Japan
9. The Bureaucrat Who Pioneered Administrative PR Reform
10. The True Essence of the Offensive Tackle
11. The Revival of the Sundial
12. CSR and Smiles: The Strategist Emerges
13. UNITIKA PR Men, Each Their Own Path — Appendix: PR Iroha Karuta
14. The Story of Nobuhiro Kano
15. The Man Who Wrote Ten Volumes of 'Public Relations Chronicles'
16. The PR Office Must Not Be Silenced
・Part II: What Must I Do Now?
1. Thoughts in the Hospital Room After Surgery
2. To the Youth of Tohoku
3. The End, and the Beginning
4. What Is Recursive Modernization?
5. Forty-Five Years Since That Wide Special Feature
6. Mass Media and Public Relations
7. Can It Move Us?
8. Misreporting and False Reporting
9. Reading "Ishibashi Tanzan"
10. Persistence Pays Off
11. Marketing in Practice
12. Experience Marketing
13. Shop Sign and Brand
14. The Living Legacy of Ishimon Shinkaku
15. The Era of the Craftsman: Revisited
16. The Drinker's Self-Defense
・Epitaph
Part One: The Demeanor and Stance of Mr. Taizo Ishizaka
Part Two: A Letter from Mr. Kiyoshi Kodama
Part Three: My Spiritual Mentor, Professor Naoki Kojima, Passes Away
Part Four: The Last Newspaper Reporter, Shohei Yamaji
・Epilogue
Reflections on the Regular Meeting Lecturer
Grandpa's Doing His Best Too
Afterword
References
Author Profile
Yasuhiko Shimaya
Born in Tokyo in 1932. After working as a court reporter, he joined the Sankei Shimbun Tokyo headquarters in 1955.
Covered distribution, finance and insurance, industry (automotive, electronics, machinery, cameras, watches, petroleum, chemicals, steel), and management marketing at the Ministry of International Trade and Industry (now the Ministry of Economy, Trade and Industry) for the Economics Department.
Participated in launching the Yukan Fuji newspaper in 1969. Served as Deputy Chief and Chief of the News Department before retiring in 1987, becoming a freelance writer thereafter. Alongside writing, he has lectured at the Matsushita Institute of Government and Management, conducted various seminars, and provided writing instruction. He served as a selection committee member for the "Corporate Public Relations Award" selected by the Economic Public Relations Center.
Major publications include: "The 'Heart Person' in Companies" (Kodansha), "The Era of Corporate Culture Transformation," "A Hundred Thoughts Are Not Worth a Single Line: Decisions for Transforming 'Corporate Society'," "Hang in There! Company Man" (all published by OS Publishing), "The Human Ibuka" (Nippon Kogyo Shimbun), its paperback edition (Kodansha), and "The PR Man Who Survived the Crucible" (Kodansha). He also co-authored Corporate Development and PR Strategy: 50 Years of Progress and Prospects (supervised by the Economic Public Relations Center, planned by Nikkei BP). In 1995, he founded the Yajiuma PR School with about 30 young PR practitioners, adopting the motto "We love people. We don't lie, run away, or hide things," and served as its headmaster. He is a member of the Japan Public Relations Society.
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