"Are You Making the Most of PR?" Chapter 3: We Tried to Make the Most of Influencers

The third installment of our popular "We Put It to the Test!" series: "We Put Influencers to the Test!" Previously, we proposed widely utilizing basic PR methods and tools like press conferences and media kits. This time, it's a bit different—we're going to put external collaborators to the test. Hmm, you might think, "Using collaborators to the fullest? Isn't that a bit harsh?" But actually, it's not a bad deal for the people helping us either. Please look at it from that perspective.

Who are these influencers?

The people we often collaborate with in academic marketing are researchers. Specifically, university professors, doctors, and others who possess research data. Or people who can help us derive such data together.

Of course, companies' own research labs diligently handle product development and ingredient studies. But relying solely on internal data can sometimes invite suspicion—like, "Isn't this just self-serving?" Now, normally that shouldn't be an issue, but in this day and age, you don't want even a shred of doubt. That's why it's common to commission third-party institutions to verify the data objectively or to have them partially replicate the experiments before publishing the results.

Influencers vary greatly depending on the field, you know.

Now, working with clients across many industries means the experts I collaborate with also have diverse backgrounds. Even within "academic marketing," take "food" for example—there are perspectives on health benefits, taste and aroma, unique recipes, and how it's eaten abroad. Cars, telecom carriers, electronics, games—dig deeper, and you'll find countless angles. Academic marketing, I believe, is about stepping away from the manufacturer's perspective and explaining things in a way that resonates more closely with consumers' interests. When consumers have that "Oh, I see!" moment of realization, their understanding deepens, and they become eager to share it with others. The purpose here is to have experts (influencers) convey that kind of information.

We don't just want to tap into their wisdom—we want to make them stars!

So, with the cooperation of such individuals, we organize and disseminate the information. Sometimes to secure publicity exposure, other times to encourage word-of-mouth spread on social media, or even to support manufacturers' sales teams in their distribution efforts. This aligns with the goal outlined in Part 2, " Maximizing the Use of Press Kits," which is to create tools with multifaceted utility. Yes, if you haven't read it yet, go back and read it now! (Link)

Now, I think it's a real shame to meet an expert, build a relationship just for the short campaign period, and then part ways. Sure, the contract might end once they've delivered the data, but wouldn't it be better to have them explain that data? That would boost credibility, right? What I've been feeling lately is that showing a "face" is important not just for fresh produce, but for all products and services. Showing a "face" implies a commitment to take responsibility for the information. Seeing that, consumers might think, "Well then, I'll trust them!" I believe company presidents, fresh produce growers, and even data extractors should show their "face."

When experts become well-known, it creates a synergistic effect!

In this way, we often utilize these experts as our own interview subjects. Naturally, since they are the ones who derived the data, they should be able to speak with confidence. And that confidence deepens consumers' trust. But what I want to propose here is this: then, make those expert professors even more famous. Make them stars. As you've seen, for example on TV, commentators are in the studio to provide insights on various news topics. We should cultivate them into that kind of role.

A figure who can provide solid commentary on topics likely to interest the public within a specific field is precisely the kind of high-value content the media constantly seeks. Once they're interviewed by the media and deliver solid commentary, a bit of wit, or a friendly smile, they become the very content the media craves. You could call them information-based talent. Cultivating such figures should greatly contribute to the core PR efforts.

After all, information related to those professors will naturally come up whenever the topic arises. Yes, opportunities to touch on that subject will steadily increase. This also means the professors' own positioning improves through media exposure, which they certainly won't dislike. In other words, this creates a win-win relationship. This is extremely important. It's about creating an environment where both parties grow together, and this should be the starting point for building an even stronger relationship.

Then why not have them write a book?

In my experience, when we held a press conference featuring such professors, the media evaluated that a certain hypothesis derived from that data was highly relevant and of great interest to the general public. This led to extensive coverage: a major feature article in the health section of a newspaper, followed by a special feature in a weekly magazine. Subsequently, the editorial department of that weekly magazine offered to turn it into a book. Furthermore, around the same time, we received two similar offers from other publishers. I promptly consulted with the professor, and as a result, two books were published. Of course, since this professor had already published several books, such offers might be commonplace for them.

However, if an influencer's own book is published while we're conducting the main PR campaign, that PR effort should also contribute to the book's sales. If the PR we offered to collaborate on becomes the catalyst for the book's publication or provides backup for book sales, wouldn't that be a significant win-win?

Beyond the contract: book PR too

We also effectively utilize new content that emerges as a byproduct of our PR activities. In such cases, we sometimes initiate PR for the resulting book. This isn't about repaying the professor for free; it's because we believe that if the book sells well and gains attention, it creates further PR feedback effects. A book itself becomes content on a different level. It differs from our usual exposure channels, and we can also aim to generate buzz in book sections and similar spaces.

What's also gratifying is that bookstore shelves become another point of information contact. When books are displayed prominently and POP materials are prepared, it's easier for people to recognize it as a tangible phenomenon happening in the real world, not just something seen in the media. Furthermore, there's the potential for people to discover reviews on online bookstores like Amazon through searches. Expanding exposure beyond mass media like this is extremely valuable. It's something we should always keep in mind as a basic PR plus alpha.

Secondary effects keep coming

In PR awards both domestically and internationally, the additional value that naturally emerges beyond planned activities is highly valued. While called "spontaneous," it actually stems from the various content and hooks embedded within the campaign. Of course, this isn't something you can predict or guarantee. However, if you maintain that vision while sincerely executing daily tasks, you'll surely seize the opportunity.

Personally, while continuing my daily work, I constantly think about and propose ideas. For example, after information spreads, wouldn't it be interesting to group and present the concrete existence of consumers? If sales increase, wouldn't announcing that result express the momentum of this product?

When I was in charge of PR for the Kojien dictionary, I fantasized about the slogan "One Kojien per household" leading to something like "Households that produce Tokyo University students have a Kojien." Around the one-year anniversary of its release, I received news that the Kojien had entered the top 10 bestseller rankings at both the University of Tokyo and Kyoto University co-ops. Wow, it was like a dream come true. Even though the PR campaign had already ended, I really wanted to highlight this, so I asked the client to do a media promotion. In a way, it felt like a personal victory, and it was incredibly satisfying. Of course, the client was delighted too.

Incorporating corporate communications is also crucial

As I've discussed throughout this series, whether it's events, tools, or people, we should always consider how to maximize every information dissemination opportunity. This is because legitimate information dissemination opportunities for a company are extremely valuable. For B2C companies, holding press conferences or campaigns around new product or service launches is probably common. It's crucial to think about how to leverage these opportunities even more effectively, and it's also important to weave corporate communications into them.

In other words, it's about seizing opportunities to demonstrate the company's intentions and stance. Having the president, as the company's top leader, step forward to address the media is also highly effective. After all, it's a chance for the president to speak directly to numerous media outlets – it would be foolish not to capitalize on it. Statements made by someone close to the top are more likely to be picked up by the media, so the content of these remarks should be carefully prepared. After all, opportunities for corporate communication are extremely rare unless it involves a president transition, financial results announcement, acquisition of another company, or major restructuring of the corporate framework. We should aim to design a multidimensional approach that seamlessly connects these marketing communication opportunities to corporate communication.

In future issues, I plan to explore the evolution of corporate communications and discuss recent pioneering initiatives.