Dentsu Inc. × NPO Public Relations Enhancement Committee "Communication Tips" 20th Anniversary Forum Held
The 20th Anniversary Forum of the 'Communication Tips' Project, which supports improving the public relations capabilities of NPOs (hosted by Dentsu Inc., the NPO Public Relations Enhancement Committee, and the Japan NPO Center ), was held on February 19 at the Dentsu headquarters building in Shiodome, Tokyo.
Launched in 2004, this project is a program jointly developed by the NPO Public Relations Enhancement Committee (secretariat managed by the Japan NPO Center) and Dentsu Inc. Starting the following year in 2005, it has held online seminars and seminars nationwide led by instructors primarily consisting of Dentsu Inc. creators. By its 20th year, the number of sessions held has exceeded 150, with over 5,800 participants in total.
This forum featured a keynote speech by former Dentsu Inc. Executive Officer Kenji Shiroto on the theme "Communication in the Sustainability Era," followed by two panel discussions.
◼️ Keynote Speech
"Communication in the Age of Sustainability: 20 Years of Change and Development in Society and Business"
Mr. Kenji Shiroto (Thinker / Former Executive Officer, Special Advisor, Dentsu Inc.)
Mr. Shiroto first provided an overview of the qualitative shift in NPO/NGO communication activities. He noted that over the past 20 years, the relationship between NPOs/NGOs and corporations has evolved from "confrontation" → "contact" → "cooperation," driven by talent exchange and the socialization of corporate activities. He further predicted that the search for a new stage will advance, including the spread of problem-solving entrepreneurship. Regarding NPO/NGO communication activities, he noted that while the level has risen over the past 20 years, communication has also become increasingly similar. Anticipating the future rationalization and automation of communication activities through generative AI, he advocated for returning to the fundamentals of these activities to achieve "differentiation."
He then provided an overview of the qualitative transformation in corporate activities over the past 20 years. He stated that traditional corporate activities, which focused on environmental and social considerations through donations and social contributions, are no longer sufficient to address increasingly severe social issues. Consequently, what is now demanded of companies is solving problems through their core business activities.
Finally, Mr. Shiroto discussed the future vision for the relationship between NPOs/NGOs and corporations. He stated that the pressing challenge for corporations is "how to internalize the importance of sustainability as their own issue," and that the motivation for this lies in a genuine understanding of the challenges. On the other hand, Mr. Shiroto cited "imagination" as a quality required of NPOs/NGOs. He stated that imagination is what guides us to the true nature and essence of challenges, and expressed the hope that if companies fail to recognize these challenges, NPO/NGOs will step in to propose solutions, fostering such a relationship.
◼️Discussion ①
"Toward Communication and Diverse Collaboration Between Companies/NPOs Addressing Social Issues"
Tsutomu Ando (Director, Human Rights Awareness Department, Compliance Office, DENTSU CORPORATE ONE INC.)
Mariko Kiuchi (Director and Secretary General, World Vision Japan)
Mr. Takeshi Miyoshi (Representative Director, Hyogo Community Foundation)
Mr. Kenji Shiroto (Thinker / Former Executive Officer and Special Advisor, Dentsu Inc.)
Following the keynote address, four panelists held a discussion on the theme of corporate/NPO communication.
Drawing on his experience lecturing university students about social issues, Mr. Kiuchi noted that among young people who primarily get information from social media, some only encounter biased opinions, while others are overwhelmed by the sheer volume of information and become unsure what to believe. He stated, "In the social media era, it's easy to grab attention quickly, but I find it challenging to provide a journey that helps people understand the essence of an issue over the long term."
Mr. Ando, who handles human rights consulting and risk assessments within companies, shared that he constantly faces his work with "an unease about whether the information we currently see is truly sufficient." To address "voices of social issues that haven't yet been articulated," he expressed his desire to "enlist the help of NPO members who understand the field."
Mr. Saneyoshi posed a question as one perspective for considering NPO communications: "Can communication alone solve these issues?" He argued that solving problems requires "not just communication, but also community." Precisely because social media holds such power in society, he stressed the importance of the existence and accumulation of communities where people "participate, experience firsthand, and discuss." He urged NPOs to foster such efforts.
Mr. Shiroto introduced an NPO case study, noting that people were drawn to the process of trial and error in approaching the true challenge. He stressed the importance of "digging into the challenge with single-minded dedication." He also advocated for a "multi-sector approach" to solving challenges by leveraging the strengths of diverse individuals and organizations, and for a "diverse and flexible approach to challenges," suggesting that sometimes tackling seemingly serious problems with a fun approach can be effective.
◼️Discussion ②
"The Future of NPO Public Relations and Communication"
Mr. Kei Suzuki (Creative Director/Copywriter, Dentsu Inc.)
Ms. Emiko Nagasawa (Representative, Wakuwaku Kyoso Office / Formerly Japan Business Federation)
Mr. Kenji Yoshida (Secretary General, Japan NPO Center)
Finally, three individuals with extensive experience in "communication techniques" and deep knowledge of the NPO field held a discussion.
From a copywriter's perspective, Suzuki stated that overemphasizing "clarity" in communication can lead to "slippery, smooth words that glide over the surface." Conversely, he argued that "striving to find the right words to express exactly what you want to say, to really drive your point home," results in words with a "tactile quality" that truly resonate.
Mr. Nagasawa noted that regarding social issues, "the goals and organizational distance between companies and NPOs feel closer," pointing out the importance of considering their differences. He cited "visualizing social issues" and "approaches distinct from companies" as expectations for NPOs. He also stated that while NPOs collaborating with companies "on equal footing can generate innovation and speed," it is necessary to build a "trust-based relationship with tension" where NPOs sometimes deliver uncomfortable truths to companies.
Regarding the difference between companies and NPOs, Mr. Yoshida stated that while the relationship between companies and consumers is fundamentally based on "providing/receiving services," "the strength of NPOs lies in their ability to create spaces for thinking together with those directly affected and to build relationships where they tackle issues together." He explained that this enables gradual societal change, making communication critically important in this process.
This forum provided a valuable opportunity to deepen understanding of communication approaches in the sustainability era and explore new possibilities for public relations and communication through corporate-NPO collaboration to address social issues.
■Report on the Japan NPO Center's 20th Anniversary Forum is available here
■Visit the "Communication Tips" website here
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