PR Consulting Dentsu Inc.'s book "Proposals for PR 4.0" released on April 2

PR Consulting Dentsu Inc.'s book "Proposals for PR 4.0" (Sendenkaigi) was released on April 2.

Against the backdrop of accelerating changes in the business environment, this book explores how to create new "corporate value" and examines the role of public relations and PR in the new era.

Sendenkaigi, A5 size, 224 pages, ¥2,200 (tax included), ISBN: 978-4-88335-600-3

[Book Contents]
Explains 6 key trends you need to know now and 7 essential perspectives to implement

Based on the three-year serialization "Understanding the Future of Corporate Branding Through Data" in the monthly "PR Conference" (published by Sendenkaigi) from August 2020, this book classifies and examines the ideal form of PR in the new post-COVID era not by methods, but by "goal orientation."

PR 1.0 is positioned as PR focused on information dissemination. Following this, it aligns with the globally adopted "Barcelona Principles" for PR effectiveness measurement, progressing to 2.0 (from outputs to outcomes) and 3.0 (impact evaluation). Where will the upcoming "PR 4.0" lead?

Chapters 1 through 6 of this book address six key trends: sustainability initiatives, internal communications, risk and issue management, and others. Including concrete case studies from companies and organizations, it identifies these trends while emphasizing the renewed importance of "reputation management"—the core of PR—in today's environment where misinformation and fake news proliferate. Chapter 7 derives seven essential perspectives for practice aimed at achieving this goal.

[From the Table of Contents]
Prologue: The Evolution of PR
Chapter 1: Global Media Trends and Audience Diversity
Chapter 2: Diversifying and Complexifying PR and Communications Strategies
Interview: The Defense Ministry's PR Strategy – Accurately Assessing the Situation and Demonstrating Its Purpose
Chapter 3: Purpose-Driven Internal Branding as the Key to Human Capital
Interview: The Yahoho Approach to Human Capital Management—Achieving Results Through Shared Values and Flat Organizational Structures
Chapter 4: The Pen etration of SDGs and the Shift to Practical ESG Management—An Era Where Corporate Commitment is Scrutinized
Interview: Mitsui Chemicals' Pride and Resolve to "Fundamentally Change the World"
Chapter 5: Reputational Risk Management in the ESG-Conscious Era
Interview: DX with Security - A New Approach to Corporate Risk in the DX Era
Chapter 6: What Social Issue Solutions Are Expected of Companies?
Interview: "No Tohoku Prosperity, No Company Growth" – Tohoku Electric Power's Community-Centric Management
Chapter 7: Seven Key Perspectives for Implementing PR 4.0

Editors: Osamu Iguchi, Yoshiyuki Suetsugu, Akinori Ikeda, Ikuyo Nakagawa
Contributing Authors: Kyoko Fujii (Introduction, Chapter 1), Shio Inato (Chapter 5)
Data Cooperation:Corporate PR Strategy Research Institute
 

◾️PR Consulting Dentsu Inc.
A specialized company within the Dentsu Group focused on the PR domain. Since its founding in 1961, it has served as a strategic partner for domestic and international companies, governments, municipalities, and organizations, supporting their reputation management. By conducting data analysis and developing content based on the insights gained, along with designing optimal information distribution, it aims to contribute to social innovation alongside its clients. In 2009 and 2015, it was awarded "Japan Consultancy of the Year" by PRovoke Media (formerly The Holmes Report), the highest honor for PR firms in Japan. In 2018, it received the "North Asia PR Consultancy of the Year" award.