Can PR Cross the Chasm?

It's hard to believe, but May is already drawing to a close. For new employees, this might be the time when training wraps up and assignments to various departments begin. Having overcome the May blues, I hope they'll now strive towards their next three-year goal. I've already reached my 25th year in this industry. Each day passes so enjoyably that it feels like it's flown by. Right now, the PR industry is attracting significant attention, and work encompassing diverse fields is increasing. We're truly at the moment when PR is breaking through, so there's still so much I want to try! Honestly, every day is exciting, and I'm constantly in an adrenaline rush.

Has PR truly become everyone's domain?

Our recent estimates indicate the PR market will continue growing significantly. It's deeply moving to think PR might soon hold a significant share of Japan's 6 trillion yen advertising budget. The PR field is expanding tremendously, growing through integration with other areas. For instance, some creative work is spearheaded by PR professionals, while other projects are created by creators with a PR perspective.

The boundaries between these roles are becoming increasingly blurred, and that's perfectly fine. As each professional incorporates the essence of PR into their work, the common language of PR spreads and becomes established. This is incredibly valuable for us PR professionals. After all, it means we can sit at the same table and converse with people from diverse backgrounds. Isn't that incredibly exciting?

Even ordinary companies started saying they wanted to try PR

I wrote "ordinary," but of course, I mean no offense. Companies often praised for their PR skills are, I believe, those that have consistently invested in communication strategies, including advertising. While some companies might be mocked as "great at promotion but their actual products don't measure up," there was definitely an era when companies skilled in advertising were viewed with a certain admiration by the public.

Many companies elevated their corporate value through sophisticated commercials that reflected their polished image. Seeing those ads, we likely felt motivated to join them, thinking, "I want to work for this company!" Now, it's not just these advertising and communication experts; more companies are skipping the advertising step altogether and diving straight into PR. I've called these the "ordinary companies."

More companies are thinking, "We can't afford expensive ads, but maybe we could start with PR?" We get inquiries about this by phone and email almost daily. Also, recently, in the PR sections of bookstores, beginner-friendly PR know-how books have become very noticeable. I believe this reflects companies that previously thought "PR doesn't apply to us" now realizing they "need to properly implement PR" or "want to give PR a try." Amid this growing interest, we professionals must constantly strive to enhance our skills and pioneer new frontiers in PR.

Is PR a special technique?

PR is absolutely not a special technique. I believe anyone can learn and become proficient enough to handle it to a certain degree. Of course, talent and flair come into play later when aiming higher—in areas like interpersonal communication, content creation, and, at the granular level, writing skills. But first, mastering the fundamentals is crucial. "Just give it a try" is key, though taking that initial leap can be tough.

You're probably familiar with the "Innovator Theory," which describes how high-tech products and services spread in the market. Innovators, who make up 2.5% of the population, are early adopters who buy or try out highly novel products or services simply because "they look interesting." The information they share then triggers an immediate "I should try it too!" reaction among the Early Adopters, who make up 13.5% of the population. After these 16% have tried it, the Early Majority and Late Majority, each comprising 34%, follow, thinking "It seems reliable. I can buy it with confidence." Observing this, I feel this theory might also apply to PR.

Companies that have actively leveraged PR as advertising experts likely had a stance of trying new and interesting things in advertising from the start. They probably showed early interest in PR and conducted various trials. Then came companies that watched them and pursued a "catch up and overtake" strategy. I believe these companies represent the pioneering 16%. And right now, PR is precisely at the stage where it's starting to permeate into the Early Majority and Late Majority following them. It's incredibly exciting to think we're witnessing the stage where PR is about to explode in popularity.

Can PR cross the "chasm"?

However, there's a critique of this Innovator Theory. Isn't there too much of a disconnect in mindset between the 16% early adopters and the subsequent groups? The argument is that new concepts don't just easily permeate the general public. There must be some kind of gap there, which is why it's called the "chasm." But I don't think so.

Take the iPhone, for example. It's practically become a culture unto itself. Originally, only Apple devotees used it, but it gradually expanded its market. You might have thought it would stay within the innovator and early adopter layers – those who self-satisfiedly thought "I'm cool for having an iPhone" or "I agree with Apple's philosophy." But then, people who didn't even know Apple, and even seniors (no offense!) who probably wouldn't fully utilize its features, all started saying "I want an iPhone." This is crossing the chasm, right?

It doesn't matter if not everyone masters all its features. As long as people feel some personal benefit, even partially, that's enough. It's the same principle I always emphasize: "I want you to learn the essence of PR." While the level may differ, this kind of penetration and diffusion scheme should be applicable in various fields.

Yes, I feel I've been entrusted with the task of making PR widely known, permeating and establishing it throughout society. Someone is telling me, "Become the Jobs of the PR world"... Whoops, I can already hear the objections, so I'll leave it there for today. Until next time. Sayonara, sayonara, sayonara!