New trend in communication? Anyone heard of "Craft PR"? Raise your hand!

Today, we are in an era demanding the true essence of advertising and PR—in other words, the fundamental collaboration and fusion of creative and PR. To propose innovative approaches for this new stage, we established "dentsu CRAFTPR Laboratory." Mr. Osamu Iguchi of Dentsu Inc. Public Relations and Mr. Reo Hashimoto, a creator at Dentsu Inc., discuss this initiative.

From left: Reo Hashimoto, Dentsu Inc.; Osamu Iguchi, Dentsu Inc. Public Relations

Q: Where does the term "Craft PR" come from?

Iguchi: I wrote, "Raise your hand if you've heard it before," but since it's a coined term, probably no one raised their hand. (Laughter) Actually, it comes from the 2019 Cannes Lions, where the PR category jury president stated, "PR is a Craft, Not a Channel." While there are various interpretations of that meaning, we understood it to express that "approaches via third parties, including media, are not the only main battlefield for PR." It means it's not just a "limited channel."

Lately, while interest in PR is growing, a simplistic understanding of "PR = Publicity" has become widespread, and honestly, I think "this is dangerous." "Publicity" is merely one tactic within PR. PR should be the commander of integrated communication strategies, leveraging diverse solutions—including advertising—to build understanding and empathy among consumers and society, ultimately guiding them to the intended destination. We felt this role demanded a shift, and we saw this moment as an opportunity to dispel such misconceptions while demonstrating new value and approaches.

The term "Craft" that emerged this time is already firmly established in creative circles, and we thought, "This could bridge the gap." Coincidentally, when I served as a Cannes jury member in 2012, the PR jury president lamented, "The PR industry lacks expressive power. This is a major point for reflection." PR must utilize creativity more effectively. Right now, I believe this word "Craft" is the catalyst we need to reexamine the collaboration between creative and PR.

2019 PR Grand Prix Winner: "Tampon Book" (Publication Permission: Female Company)

Case Study
The entry came from The Female Company, a German seller of organic menstrual products, as part of their campaign to change Germany's high tax rates on menstrual products. Germany's standard VAT rate is actually very high at 19%. Essential items like groceries and tap water, along with cultural goods such as newspapers, magazines, and books, are subject to a reduced rate of 7%. Meanwhile, items like truffles and caviar – foods that might be considered luxury items – and cultural goods like oil paintings also fall into this category and are taxed at the low 7% rate.

Germans are thoroughly accustomed to taxes being included in prices, so complaints like "The tax rate on such-and-such is too high!" don't seem to erupt often. However, tampons, a women's sanitary product, were left behind under this contradictory tax system, subject to the high 19% rate. This initiative was launched to make this unfair reality visible, spark debate, and drive change.

Taking advantage of the fact that books are taxed at 7% (classified as a daily necessity), they sold a 46-page book containing 15 tampons, directly challenging the tax rate inconsistency. Women who noticed this collectively raised their voices, saying, "Now that you mention it, that's awful!" Female parliamentarians supporting the cause also spoke up during parliamentary discussions on tax rates, sparking the first movement toward tax reform in 50 years. Domestic signatures quickly surpassed 170,000, making this a case that engulfed society.

Repositioning sanitary products as books, and using illustrations within the book to clearly convey that women's menstruation is a natural process, demonstrates the full utilization of creative power in such expressions.

For example, the 2019 PR Grand Prix winner "Tampon Books" is an excellent case study where PR, design, and ultimately creativity have fused at a high level to achieve a successful outcome. The creative elements serve to convey the story, spun from a PR perspective, in a more accessible way. As this shows, creative professionals must now constantly consider how they can engage within the overall design, sharing the client's true philosophy and walking alongside them.

Indeed, situations where input is sought on sales strategies, business planning, and even management planning are increasing daily. Amidst this, there's growing expectation for proposals that reaffirm a company's "social purpose" and integrate these concepts into communication. As we look toward the next era, our team's goal is to contribute to clients by fusing creativity and PR. This involves pursuing the "ideal state" alongside clients and determining the core approach needed to realize it.

Q: How exactly is this collaboration and integration between creative and PR achieved?
 

Hashimoto: What we aim for is communication planning that, based on the interests of people in society, integrates the messages of information providers like companies and organizations through a "Creative × PR" lens to achieve enhanced understanding and foster empathy. For example, we've worked together for quite a long time. Our approach involves bringing together stories crafted from both creative and PR perspectives, thoroughly examining all elements involved—visuals, facts, and other outputs—before providing the optimal solution.

Originally, the term "Craft" existed within the creative domain, referring to the expressive power and quality needed to fully convey a message. Similarly, this time, the term "Craft" was featured within the PR domain, defined as the driving force that integrates all communication initiatives and leads to shifts in awareness and changes in attitude.

Previous collaboration between creative and PR often stopped at sprinkling elements likely to generate buzz into advertising expressions or using PR to amplify video creatives (creating buzz). This collaboration aims for something much deeper.

We will carefully incorporate the company's intentions into various communications. This collaboration itself becomes a strategy, operating at a higher level that also incorporates elements of corporate communications designed to enhance company favorability. We will realize this organic collaboration and fusion at the top planning layer.

Q: Could you share the schedule for upcoming activities?

Iguchi: First, to introduce this "Craft PR" concept to everyone, we'll tackle actual projects while examining domestic and international case studies. We hope to hear from people across various fields—clients and salespeople interested in this concept, as well as creators, marketers, PR professionals, and others.

Our goal isn't just the immediate task at hand, but the evolution of this field itself. We aim to be in a position where, within the practical work of the field, we understand the current changes in marketing and implement communication planning that responds to them. Furthermore, by analyzing the cases that accumulate daily, we hope to continuously share insights on the ideal team structure and planning processes for advancing "Craft PR" operations.

Craft PR Website

Hashimoto: While "dentsu CRAFTPR Laboratory" takes the form of a lab, it's not about research alone. We'll build a spiral of accumulating insights based on daily practice and further applying them to real work. We've launched a works site centered around our case studies, and we really want everyone to check it out. It clearly shows each team member's perspective, approach, and process. We've also made it possible to directly inquire about work from this site, so please feel free to reach out. We're confident that even this initial conversation alone can leave you with something valuable (laughs).

Contact: offer@craftprlaboratory.com

【dentsu CRAFTPR Laboratory】

 If you're struggling, raise your hand—! We're coming to meet you right now!

dentsu CRAFTPR LABORATORY is a specialized team that integrates creative and PR at the highest level. We provide integrated communication proposals addressing clients' true challenges, grounded in their social purpose. By understanding daily market conditions and social environments while incorporating the latest data and societal perspectives, we deliver optimal solutions.