Point 2: Write in the Japanese style—not a literal translation.

First, in Japanese:

English is the global "common language." However, in Japan, English often doesn't work in business documents. I once had a client at a foreign-affiliated listed company request that we distribute a press release in English without translation, citing concerns that "translating it into Japanese would change the nuance and risk misleading shareholders."

The PR manager in the home country likely thought that since English press releases are read as-is in Hong Kong and Singapore, the same approach would work in Japan. However, sending English releases to media outlets offers little chance of busy journalists actually reading them.

Editing in a local style, not literal translation

While Japanese releases are required in Japan, journalists dislike them if they are mere translations. In Europe and the US, having the name of a PR agency employee as the press release contact is sufficient, but in Japan, media outlets dislike releases that don't include the name of the issuing company's representative. This likely stems from the differing societal positions of the PR (Public Relations) profession in Europe/US versus Japan.

Japanese media have their own preferred rules regarding language, writing style, and information dissemination. PR personnel at foreign companies need to ensure their home country PR teams understand these requirements.

"Night Raids" and "Morning Rushes"

In addition to these points to note for press materials, 'Communicating: A Guide to PR in Japan' also touches on Japanese media's reporting methods, such as "night raids" and "morning rushes." Night raids and morning rushes refer to media reporters visiting the subject's home without an appointment or prior notice, targeting late-night returns or early-morning departures for work.

A foreign-affiliated company president in Japan once experienced a night raid by reporters. PR personnel must explain countermeasures for night raids and morning rushes not only to the top executives and board members themselves but also to their families.

Press Clubs

PR officers at foreign companies often also need to explain the structure of Japan's press clubs to their headquarters. While countries like the US White House or France do issue press credentials and impose restrictions on media access to information, none manage news coverage as extensively as Japan.

Across the nation, in every corner of government offices and the business world, press clubs exist where only a select few media outlets can belong. These clubs dictate the timing and methods for releasing information. The exact number is unclear, but according to an August 22, 2004, article in The Japan Times titled "Keeping it in the club," estimates at the time suggested there were approximately 800 press clubs in Japan.

In Part 3, we will touch on key points for briefly explaining Japan's social media landscape to foreigners.