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Corporate Public Relations Strategy Institute publishes Strategic Thinking in PR Management
Dentsu Inc. Public Relations published the book Strategic Thinking in PR Management: How to Hone the "8 PR Skills" That Lead to Improved Performance on April 6 (published by Nikkei BP Consulting). Supervised by Masamichi Shimizu, Chairman of the Japan Public Relations Society, it was authored by Akihiko Kuroda, Senior Researcher at the Corporate PR Strategy Research Institute established within Dentsu Inc. Public Relations in December 2013, and others.
(Trim size, 288 pages, ¥1,800 + tax, ISBN 978-4-86443-074-6)
This book introduces the actual state of corporate PR activities and the initiatives of leading companies, as revealed by a comparative survey of PR capabilities among listed companies conducted by the Corporate PR Strategy Research Institute. It discusses how to align management strategy with PR strategy. This survey won the Grand Prize in the Innovation/Skill category at the 2014 PR Awards ( related article ).
The Institute proposes systematizing corporate PR capabilities into "eight PR competencies": "information gathering," "information analysis," "strategy formulation," "information creation," "information dissemination," "relationship building," "crisis management," and "PR organizational capability." Senior Researcher Kuroda states this significantly refines the strategic nature of PR activities, enabling PR to be managed effectively. "The purpose is to build relationships with stakeholders, improve the business environment, enhance performance, and achieve long-term, sustainable growth. This is precisely why we believe 'PR is management,'" he said.
For more on the "Eight Public Relations Capabilities," please refer to the series within this Web Dentsu Inc. News.
Dentsu Inc. Public Relations News Release
http://www.dentsu-pr.co.jp/releasestopics/2015_03_26.html
Corporate Public Relations Strategy Institute Website
http://www.dentsu-pr.co.jp/csi/
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