Dentsu Inc. and the NPO Public Relations Enhancement Committee Host 10th Anniversary Forum on "The Art of Communication"

On February 4th, Dentsu Inc. and the NPO Public Relations Enhancement Committee held the '10th Anniversary Forum of 'The Art of Communication' at Dentsu Inc. Hall in Shiodome, Tokyo. The committee was established by members from diverse fields with the goal of expanding the possibilities of NPO activities by enhancing their public relations capabilities. They produced the text "The Art of Communication" and, with Dentsu Inc. creators serving as instructors, held "The Art of Communication Seminars" across Japan over 100 times, with a cumulative total of 4,000 participants. The theme of this seminar was "Collaboration and Partnership." Approximately 180 attendees, including NPO representatives and corporate personnel engaged in social contribution activities, gathered to deepen their understanding of past achievements and future initiatives.

The opening keynote session, "Taking 10 Years of Learning to the Next Stage," was moderated by Yoshifumi Tajiri, Managing Director and Secretary General of the Japan NPO Center, with three members of the NPO Public Relations Enhancement Committee speaking. Momoko Koga, Representative of the Fukuoka NPO Center, explained that communication serves two purposes for NPOs: "Externally, it's a means to increase supporters; internally, it helps identify organizational and communication challenges." Emiko Nagasawa, General Planning Office Manager at Keidanren Business Services, shared the insight that "Companies engaged in social contribution activities most seek information about what is actually happening on the ground. Communicating this is crucial." Takuya Tomohara, Representative of Battery, who contributed to the creation of the text "Tips for Effective Communication," pointed out, "While the technical skills behind NPO flyers and newsletters have improved over the past decade, the fundamental question of 'Who do we want to reach?' and 'What do we want to convey?' remains paramount." Looking ahead, Koga emphasized the importance of creating information and media with "human warmth." Nagasawa stated, "For successful collaboration between companies and NPOs, it's vital that all stakeholders share the purpose, goals, and passion." Tomohara expressed hope in the "human power" within each organization, noting, "Over the past decade, companies' understanding of NPOs has grown, shifting the relationship from one of 'facing each other' to 'working together.'"

The next Keynote Talk ②, "Attractive Organizations, Trustworthy Organizations," was moderated by Mr. Naoki Tanaka from Dentsu Inc. Social Contribution Department. Mr. Koichi Ito, Executive Creative Director at Dentsu Inc., and Mr. Kaoru Matsui, Executive Creative Director at Dentsu Inc. Kansai Branch, took the stage to examine "collaboration and cooperation" from the perspective of advertising production. Both presenters first introduced the keyword "Organizations have personalities too." They shared examples of corporate advertising created by treating the company not as an organization, but as an individual human being. Ito stated, "I strongly feel organizations have personalities. There's a fundamental principle that people like people. If you can properly portray an individual personality, it likely increases sympathy for the organization as a whole." Matsui added, "Where do you set the self you want to be, the self others see, and the self you should become? Clarifying this and ultimately making people 'like' the company is crucial in corporate advertising." Next, they presented the keyword "Originality lies within the organization," explaining the importance of uncovering originality. Regarding "Collaboration," drawing on experience as a creative director leading advertising teams, they expressed hope for the "power of the team" – a synergy that sharpens through the combination of different organizations.

Keynote Talk ③ 'Steps to Collaboration' featured three speakers from Dentsu Inc. Social Solutions Bureau—Susumu Namikawa, Ryuta Taniguchi, and Nobuyoshi Kaida—examining relationship building between NPOs/NGOs and corporations. Namikawa delivered the keynote address. He began by defining collaboration as a two-way exchange of value. After introducing project examples he had handled as a bridge between companies and NPOs, he emphasized, "The achievements possible when NPOs connect with companies, organizations, and public institutions are significant. It's a waste not to connect." He organized "collaboration and cooperation" into a step-by-step approach: Step 1: "First, get to know your partner!" Step 2: "Consider a win-win partnership!" Step 3: "Nurture the partnership!" He then explained specific examples and answered questions from the audience.

Following the three keynote speeches, participants split into groups for group sessions led by the organizers. Each group then presented the outcomes of their discussions.