Is it okay to have boutique companies in PR too? Absolutely!

I'm back with a nostalgic phrase. It's that time of the month again—Iguchi here. This time, I'm wondering: shouldn't there be PR agencies specializing in specific fields, just like boutique production companies that are gaining traction in creative and digital domains? Or maybe they already exist? Let's get straight to it!

Is PR heading toward specialized fields too?

Even within integrated advertising agencies, there's a history of establishing external creative boutiques strong in specific domains. Of course, such talent likely exists internally too, but externally, a more sharply defined "face" raises client expectations. Specialization also accelerates the accumulation of know-how, offering clear benefits to the recipient. We've long seen marketing firms specializing in women or CRM, but recently, creative agencies have branched out too—those strong in digital tech, web solutions, or even adept at leveraging subcultures. Viewed through the same lens, I think the PR industry could benefit from seeing many more of these "specialized boutiques" emerge.

As you know, PR isn't just about publicity. While publicity is undoubtedly a core and effective tactic, it can't solve every problem. Various complementary or even substitute strategies are constantly emerging. Even seemingly legacy methods can be the most effective solution depending on the time and circumstances.

The key is how to approach challenges with a neutral mindset and derive solutions. However, if a particular approach consistently delivers results in a specific domain or for a specific challenge, specializing in that approach and evolving it to be more efficient and effective is a valid strategy. It's essentially deepening expertise within a specialized field. Consequently, I believe we should see more "PR boutiques" emerging from such opportunities, and there should be a clear distinction in their use compared to general, full-service PR firms.

This differentiation isn't just for PR experts; it's especially relevant for PR novices.

When you hear terms like "niche-specialized PR boutique," you might think, "Only companies super experienced with PR, who can strategically choose agencies based on their goals, can use such services." But as mentioned earlier, depending on the field or challenge, sometimes a simpler, more straightforward solution is easier to work with. Think of it like this: sometimes a "super handy! 20-piece hex wrench set" is more practical than a generic "special tool set" that includes everything. If you can effectively collaborate with a PR firm that offers a narrow but deep solution tailored to your company's needs, it can be incredibly efficient.

This principle applies to media relations, one of PR's core solutions. Industries with numerous trade magazines and industry publications often have their own etiquette and specialized terminology. While I've previously written that avoiding such jargon is essential when broadening your audience, or that focusing solely on core fans within a niche risks industry decline, I believe relationship-building within these constraints is valid for activities in highly niche sectors experiencing explosive growth.

Take the automotive, cosmetics, fashion, gaming, and financial sectors, for example. Consumers themselves have long relied on specialized magazines as their primary information source. In these industries, information covered by general media remains largely superficial and shallow, failing to reach a level deemed important by stakeholders.

Furthermore, the current landscape involves diverse specialized expertise. For example, PR firms specializing in inbound and outbound markets. Global companies' inbound PR often relies on their global PR network, operating through their Japanese PR branch. However, gaps between Japanese media and PR strategies and global standards persist, frequently leading to inefficiencies. Some PR firms excel at bridging these gaps, helping clients understand them and effectively reflecting client intentions—essentially acting as intermediaries between the Japanese market and client expectations.

Naturally, discussions and reports are conducted in the local language. While the reporting content might differ slightly from global specifications, you can rest assured they strictly adhere to the proper protocols for preparing materials. It's quite common for Japan to be the only agency within a global alliance operating under a different network.

From Lobbying to Manga Utilization

Furthermore, while less common in Japan, some PR firms excel at lobbying (providing information and approaching politicians) and government relations – activities thriving in Europe and the US as PR efforts to amend laws and regulations. Of course, directly approaching politicians themselves can still be challenging within Japan. However, there are approaches like collaborating with public institutions to introduce survey data that forms the basis for discussions on enacting or revising target laws and regulations. This helps build public support and facilitates cooperation with politicians who endorse the initiative.

For example, in the global competitive market, collaborating with economic organizations representing companies seeking to improve operational efficiency. Based on research data, they compile petitions to the government and provide ongoing information to politicians who share their objectives, effectively building a foundation. This approach of engaging companies and building public momentum is truly a PR-specific methodology.

On the other hand, some PR firms excel at expanding their reach while anchoring their approach in powerful solutions. Take manga, for instance. Anime and manga have long been celebrated as key Cool Japan content. Their strength lies in being easily digestible for younger audiences compared to text-only communication, and their narrative structure enhances reader engagement and persuasion.

Where can this characteristic be leveraged most effectively? Some PR firms have proposed and achieved results centered around this solution for the challenge of making complex global social issues like discrimination and conflict understandable to children. Here, we hear that not only were primary goals met, but the inherent characteristics of manga content allowed it to gain momentum organically. This led to secondary expansion, such as translations and distribution in various languages by organizations in different countries wanting to convey these social issues to their own children.

These examples are still only a fraction of the possibilities. Naturally, for companies aiming for comprehensive communication, it may be more efficient and effective to work with a PR firm that can comprehensively handle all corporate domains—from corporate communications to marketing, PR, top-level messaging development, and risk management—while centrally managing information. This might also be the case when deeper integration is sought with all communication initiatives, including advertising and events.

However, experiencing the expertise of PR firms excelling in a single domain should also provide valuable inspiration for the future. Conversely, PR firms offering comprehensive services may need to collaborate with such specialized PR firms to form the optimal team for each project. I look forward to seeing more of these cutting-edge examples emerge. Or rather, I need to make it happen!