PR and Japan. What is the origin of the "common misconceptions about PR"?

<Table of Contents>
▼Common Misconceptions About PR in Japan

▼The International Public Relations Association's Definition of PR and Its Objectives?

▼Are PR and Public Relations the Same? Unraveling the History of PR Adoption in Japan

▼Did the Japanese Translation of "PR" Start the "Misunderstanding"? The Functions of "Public Relations" and "Public Hearing"

▼Hideo Yoshida Pioneered the Introduction of "PR as a Business"

▼As PR's Presence Grows in the Business World, PR Education in Academia Becomes Urgent

▼From Business Growth to Solving Social Issues: Considering PR's Potential

"PR: Common Misconceptions in Japan"

As someone working in a PR firm, I often feel a vague unease when confronted with the widespread use of the term "PR" in ways that diverge from its original definition.

I've dubbed this phenomenon "Common Misconceptions About PR. "

For example, the term "self-PR." It often carries the image of unilaterally promoting one's own selling points. If that's the case, wouldn't "self-appeal" be a more accurate description?

Similarly, the "PR time" during TV programs or events where products or services are introduced, the "#PR" tag used by influencers on social media for paid promotional posts, and the "PR" notation on advertorials in newspapers, magazines, and web articles all carry the connotation of "advertising/promotion," diverging from the original meaning.

In this way, I keenly feel that a phenomenon where "PR = advertising" is easily misunderstood has become entrenched, particularly in Japan.

What is the definition of PR according to the International Public Relations Association, and what does it aim to achieve?

So, what is the true meaning of "PR" (Public Relations)?

Its definition varies by era, region, and even individual, but citing the International Public Relations Association's definition:

Public Relations is the practice of managing relationships and interests between an organization and its publics through ethical communication methods to build trust.

Simply put, PR is "the process of building consensus to establish positive relationships with society."

Activities like publicity in news media, events, advertising, and owned media are means to this end—they are not PR itself. PR is the overarching concept encompassing these practices.

The ultimate goal of PR is outcomes like "attitude change" and "awareness shift," not media exposure itself.

Are PR and Public Relations the Same Thing? Tracing the History of PR Introduction in Japan

The term "public relations" is often used alongside "publicity." Many people wonder: What exactly is the difference between PR and publicity?

To understand whether they mean the same thing or something different, let's touch on the history of how PR was introduced to Japan.

The concept and practice of PR were introduced to Japan as a package during the post-World War II occupation period under the GHQ (Supreme Commander for the Allied Powers).

I wrote "as a package" because even before the war, entities like the Ministry of Foreign Affairs and the South Manchuria Railway were practicing "PR as a practical function" without recognizing it as PR.

Furthermore, in 1937 (Showa 12), a Foreign Ministry official named Shintaro Fukushima was dispatched to the United States and reported hearing the term "Public Relations Counsel" for the first time. This also reflects how PR was imported as a concept without accompanying practical application.

Fukushima later served as president of The Japan Times and Kyodo News, and became a director at Dentsu Inc. In the Dentsu Inc. Newsletter, he wrote:

I was first taught that, in addition to advertising agencies, there was also the recently developed concept of a Public Relations Counsel.

― Omitted ―

I immediately sent a telegram reporting this to headquarters, where they were immediately stumped. They couldn't find a suitable Japanese term for 'public relations counsel.' While we now have the handy term 'PR,' this was 25 years ago. With no other option, I sent a lengthy telegram in katakana: 'パブリック・リレーション・カウンセル.' This was likely the first time this term was used in Japan. I suspect even the Ministry of Foreign Affairs couldn't make sense of it in the telegram.
(Dentsu Inc. No. 1139, issued September 13, 1961)
 

Was the Japanese Translation of "PR" the Start of "Misunderstanding"? The Functions of "Public Relations" and "Public Hearing"

Regarding how "public relations" was translated into Japanese, Takashi Kenmochi (at the time of writing: Professor, Nagoya Bunri University) contributed the following account of the translation process to "Economic Public Relations":

GHQ suggested "Establish PROs (Public Relations Offices) in prefectures," but a suitable translation for "public relations" could not be found.

Candidate terms included public relations, information outreach, public hearings, public listening, public reporting, public relations, news reporting, information, information liaison, and trust-building. Related terms included publicity, dissemination, liaison, public engagement, and enlightenment. After much deliberation and twists and turns, the term "public relations" (kōhō) emerged as the accepted translation.

Soon after, "public relations" was abbreviated to "PR," then further adapted into the katakana "ピーアール" (Pīāru), becoming Japanese-ized. It came to mean one-way information dissemination, a meaning that persists to this day. (Source: Keizai Kōhō Center "Keizai Kōhō" Column, June 2013 issue)

While various theories exist, considering the above history, it's fair to say "public relations" was coined as the Japanese translation for PR.

Literally interpreted, "kōhō" means "broad reporting," which tends to be seen as solely information dissemination. By adding the connotation of "broad listening" (kōchō), meaning listening to the other party's opinions, it becomes a two-way communication activity aimed at building good relationships, bringing it closer to the original meaning of "PR."

It's pure speculation, but if "public relations" had been given a different, more appropriate Japanese translation... perhaps the misunderstandings surrounding PR might not have occurred.

Hideo Yoshida Pioneered "PR as a Business"

Many overseas PR firms exist as equals alongside advertising agencies under holding companies.

However, in Japan, when PR was first adopted as a business, major advertising agencies often became holding companies and operating companies, with PR companies existing as their subsidiaries.

According to documented records, Dentsu Inc. was the advertising agency that introduced PR as a business to Japan at an early stage.

In 1946, Dentsu Inc. formulated six operational policies, one of which was "the introduction and promotion of Public Relations (PR) to expand the conception and planning of advertising and publicity." These six policies were formulated by Hideo Yoshida, who became president the following year ("This Person: Hideo Yoshida," Bunshun Bunko).

The following year, in 1947, Hideo Yoshida, upon becoming president, actively incorporated PR into the company's management policy (excerpted from "The Introduction of Public Relations," Series 4, "Ad Studies," Yoshida Hideo Memorial Foundation).

Subsequently, in 1961, the subsidiary Dentsu PR Center (now PR Consulting Dentsu Inc.) was established. This likely led to increased opportunities for advertising and PR to be proposed as a package, advancing integrated marketing communications.

As PR's presence grew in the business world, PR education in academia became an urgent necessity.

In 2007, the Japan Public Relations Association introduced the "PR Planner Certification System."

According to the PR industry survey conducted biennially by the same association, the overall sales of the PR industry show a year-on-year increase (with a slight decrease in fiscal 2020 due to the COVID-19 pandemic). Starting in 2021, Nikkei Business began featuring PR advertising specials, and in 2022, Toyo Keizai ran a PR special feature, indicating PR's growing presence and attention within the business world.

On the other hand, it may be that not many students recognize or understand the precise definition of PR. The author himself only became aware of PR during his job hunting activities in university.

Associate Professor Yusuke Ibuki of Kyoto Sangyo University's Faculty of Business Administration expressed his hopes for the development of PR education in Japan in his paper, stating:

A key challenge lies in the fact that Japanese universities (with very few exceptions) lack faculties or departments dedicated to public relations, resulting in a lack of systematic PR education.

If Japan's PR industry aims to promote professionalization, providing systematic PR education at universities, similar to the model in the United States, would undoubtedly be one of the key measures.

(Source: "The Current State of Public Relations Education in Japanese Universities: Results and Analysis of the 2019 Survey")

Based on the above, compared to the United States, considered an advanced PR nation, Japan lags in establishing a PR education environment, making this a key challenge requiring attention.

PR is a capability that all organizations—not just corporations, but also national governments and local authorities—should possess. It is indispensable for corporate competitiveness, national strength, and the prosperity of local communities.

To fully leverage PR's functions under its true definition going forward, and to foster understanding not only among PR practitioners but also among management and policymakers, improving the educational environment is considered effective.

Today, with the proliferation of social media, anyone can easily disseminate multidimensional information. We are witnessing events where an individual's post can have a significant impact on society overnight. It will become increasingly important for individuals, not just companies and organizations, to be conscious of PR.

From business growth to solving social issues: Considering PR's potential

We have discussed the history of PR's introduction to Japan and its challenges. Finally, let us consider the future of PR.

Here, we introduce case studies that won top awards in the Communication Research category at the Golden World Awards for Excellence hosted by the International Public Relations Association and the Grand Prix at the PR Awards Grand Prix 2018.

In Japan, despite the number of dual-income households already exceeding that of households with stay-at-home wives, the burden of housework remains disproportionately on women.

To address this issue of disproportionate household responsibilities often falling on women, Daiwa House Industry undertook an initiative to fundamentally rethink the very definition of "housework" and communicate this to society at large.

The company examined not only named household chores like cooking, laundry, and cleaning,

• - Turning inside-out clothes and unrolling rolled-up socks
• Replenishing and replacing toilet paper
• Refilling and replacing shampoo, detergent, hand soap, etc.

and other small, unnamed chores. Through research, it revealed that women primarily shoulder these tasks and presented this fact to society. It also visualized the gap in awareness between spouses regarding the total amount of household work.

By communicating the gap revealed through the survey via various initiatives, it sparked empathy and widespread discussion, earning recognition for challenging the unequal distribution of household responsibilities between men and women.

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In this way, PR not only guides sustainable business growth for companies but also holds the potential to contribute to solving societal challenges.

True to PR's fundamental definition, by listening to people's opinions and concerns (public listening) and repeatedly communicating messages (public relations), we can foster two-way communication rather than one-way information exchange, thereby building trust.

This approach fosters empathy and support from individuals, companies, and organizations, sparking action and enabling commitment to solving societal challenges—this is the true essence of PR.

In Japan too, I believe the industry as a whole must strive to ensure this potential of PR is understood, and that literacy increases not only among PR practitioners but across a broader spectrum of society.