'Learning from 17 Successful Cases: Local Government PR Strategy - How Information Dissemination Changes Towns' Published

The book "Learning from 17 Successful Cases: Local Government PR Strategy - How Information Dissemination Changes Towns " (Published by Jiji Press, Edited by Dentsu Inc. Public Relations) was released on December 16.

A5 size, 184 pages, ¥1,400 (excluding tax), ISBN 978-4-7887-1506-6

Approximately 1,700 local governments—prefectures, cities, towns, and villages—exist nationwide. Each faces unique challenges while also possessing diverse values and attractions. This book, authored by a group of PR practitioners with years of experience partnering with local governments, thoroughly documents survival strategies for municipalities, illustrated with case studies.

It presents strategies and solutions—from the serious "Reforming Council Newsletters" to the lighthearted "Kumamon's Lost Cheek Incident: Kumamoto Prefecture's Brand Campaign" and even international examples—accompanied by clear visuals. Many of the featured cases have won numerous international PR, advertising, and word-of-mouth marketing industry awards.

With an eye toward the digital native generation born between 1980 and 2000, it also touches on future local government PR strategies, such as "co-storytelling" on social media (involving consumers in creating stories together), visual storytelling (creating stories using videos and photos), the customer journey, which envisions the consumer's process from migration and tourism to purchasing local specialties, and the Barcelona Principles 2.0, a concept for measuring PR effectiveness.

The secrets to successful local government PR are the enthusiasm of local government officials, utilizing outside perspectives such as those of PR companies, and building good relationships between local governments and stakeholders, including citizens. This book provides tips not only for local governments but also for businesses and citizens who want to promote their own towns.