PR CONSULTING DENTSU INC. Contents 1 03 President's Message 04 Company Overview 05 Expertise 06 Approach 10 Awards 15 Publications 2 社長メッセージ President's Message 3 We are committed Our vision for the future to leading social innovation As society continually changes, so do the individuals that constitute that society. through advocacy. It goes without saying that the value we at PR Consulting Dentsu provide and the role we fulfill are also constantly evolving. As we continue to explore the fundamental role of public relations in contemporary communications, at times we will transcend accepted boundaries, and in the process redefine the very essence of our field. In fact, it is not an overstatement to say that those breakthroughs are the very reason we do what we do. Building better relationships lies at the core of the public relations profession. It s about building as many of those positive connections as possible. And by � accumulating these relationships, we hope to contribute to an ever-better society. That is the guiding principle for each and every one of us at PR Consulting Dentsu. Masahiro Makiguchi President & CEO PR Consulting Dentsu Inc. 4 Company Overview Company Name PR Consulting Dentsu Inc.(PRCD) Affiliated Companies Kyodo News PR Wire; Dentsu Public Relations Consulting Beijing Co., Ltd. Established September 20, 1961 Affiliated Organizations Japan Business Federation; Public Relations Society of Capital JPY 40 million Japan (PRSJ); Keizai Koho Center (Japan Institute for Social and Economic Affairs); Japan Society for Corporate Sales JPY 8.27 billion (fiscal year 2020) Communication Studies; International Public Relations Association (IPRA); Japan National Press Club; Foreign President & CEO Masahiro Makiguchi Press Center Japan; The Foreign Correspondents' Club of Japan; The Japan Marketing Association; The Word Number of Employees 304 (as of September 2021) of Mouth Japan Marketing Association; Japan Internet Advertising Association; Tokyo Chamber of Commerce and PR Planners 131 (certified by the PRSJ, as of September 2021) Industry; The Japan Overseas Enterprises Association; Medical Journalists Association of Japan; Japan Medical Head Office Shiodome City Center 35th Floor and Scientific Communicators Association; Osaka 1-5-2 Higashi Shimbashi, Minato-ku Advertising Agencies Association; Osaka Chamber of Tokyo 105-7135 Commerce and Industry Phone: +81-3-6263-9000 Overseas Business MSLGROUP; Mitchell Communications Group Branch Office Nakanoshima Festival Tower West Bldg., 16th Floor Partners 3-2-4 Nakanoshima, Kita-ku, Osaka City Osaka 530-8228 Certifications Environmental Management System, Phone: +81-6-6484-8850 ISO 14001:2015 (JISQ14001:2015) Group certification Information Security Management System, ISO/IEC 27001:2013 (JISQ 27001:2014) Group certification Expertise 5 New Product and Service Campaigns CSV/CSR/SDGs Communications Internal branding Business-to-Business (B2B) Our strategists leverage platforms With our robust network of subject- Sharing the goals and purpose of Through persuasive storytelling, we build including websites and social media for matter experts and media contacts, we corporate activities and fostering a demand and enhance your business by seamless integration with earned/paid provide one-stop support in the ESG/ company culture of communication and bringing the spotlight to new products media coverage and in-store promotions. SDGs field, from fundamental strategy mutual respect helps bring employees and technologies. formulation to internal and external on board with your corporate vision and Repositioning of Products and Services communications. contributes majorly to company growth. Business-to-Consumer (B2C) To re-energize products that have been Utilizing our Internal Branding We maximize the value of information on the market for a number of years, Public Affairs Model developed based on original by designing communications strategies we develop a context that motivates Based on trend analysis among research, we help you boost employee based on the Dentsu Group s unique PR ’ rediscovery while further expanding the lawmakers, administrators, engagement. IMPAKT approach. fan base. stakeholders and the media, we establish advocacy strategies, compile Leadership Communications Tracking Effectiveness & KPIs Corporate Branding evidence, and approach and engage key One of the most important roles of top Our Reputation Matrix (see p.8) is an With trends such as ESG and digital decision makers. management is communicating the integrated effectiveness measurement transformation rapidly changing purpose and vision of their organization framework that provides comprehensive the business landscape, we provide Risk Management to a variety of stakeholders. Leveraging insights into the quantitative and corporate branding support based on Leveraging the proprietary Risk our extensive expertise and network, qualitative aspects consideration of how best to deliver Management Pentagon Model, we we will help your executives of reputation. value to all stakeholders. identify potential risks and construct communicate effectively to internal and pre-emptive countermeasures, counsel external parties PR Strategy on management of crisis situations, and Leveraging proprietary methods like support brand recovery. Healthcare our Octopus Model (see p.10) and Our healthcare experience is not limited Attractiveness Branding Model, we to medical products and equipment, but analyze SWOT factors. Once PR targets also includes PR in fields such as health and KPIs have been set, our strategists foods, nutrition, sports, technology, and build the messages and action plans data management. necessary to achieve your goals. 6 Approach Problem Identification Data-driven consulting that leverages results from surveys by our internal Public Dialogue think tank Corporate Communication Advocacy based on up-to-the- Strategic Studies Institute, in conjunction minute awareness of consumer with our client-customizable assessment and societal perspectives framework the Reputation Matrix Problem Identification Problem Identification Story Development Reputation Management Content Creation Public Dialogue Integrated solutions in five Message Delivery Story key areas establish the optimal Reputation Development Management foundation for a favorable Public Dialogue reputation Message Content Delivery Creation Message Delivery Content Creation Optimization of delivery channels Developing compelling content that according to your message and target incorporates relevant facts and audience, including cross-platform evokes a genuine emotional response coordination, leveraging in-house data on current information flow patterns Approach 7 Data-Driven Consulting Powered by the Octopus Model The Octopus Model developed by our 1 internal think tank, the Corporate INTELLIGENCE Communication Strategic Studies 60 Institute (CSI), divides communications abilities into eight separately evaluated 8 2 ORGANIZATION ANALYSIS categories. Using this model, CSI 40 conducts the biennial Corporate Communications Capability Survey, securing responses from numerous 20 listed businesses to produce industry- level data on the communications 7 3 competency of companies in Japan. RISK MANAGEMENT 0 STRATEGY 4 CONTENT CREATION 6 ENGAGEMENT 5 DELIVERY 2014: answered by 479 listed companies 2016: answered by 533 listed companies 2018: answered by 518 listed cpmpanies 2020: answered by 474 listed cpmpanies 8 Approach KPI and Reputation Matrix The impact of PR is measured not only by the quantity of earned media exposure, but also from a qualitative perspective. Our Reputation Matrix offers an integrated analy- sis based on diverse methods, including earned and shared media analysis driven by measurement of impressions (rather than ad value equivalency), and surveys of target audience perceptions. Social Listening Social Listening Media Analysis Quantitative and qualitative analysis Analysis of coverage by media channel to Attractiveness of Twitter posts to discern consumer quantitatively discern the characteristics Target Branding sentiment; rapidly assesses large of each channel. Research Survey samples. Target Research Media Intelligence & Media Audit Media Impressions Web surveys to gauge the reactions of Qualitative analysis of coverage tone and stakeholders beyond Twitter users; content in assorted media for comparison measures the response of targets and assessment; elucidates coverage Media Media sharing specific attributes such as age policies and features of each media or occupation. channel. Intelligence & Reputation Media Audit Research Attractiveness Branding Survey Media Reputation Research A unique survey created by PRCD which A unique PRCD analysis which breaks Media analyzes consumer sentiment via three down coverage outcomes into Analysis metrics: human-level, financial, and six areas and 20 attributes for product attractiveness. Competitor quantitative scoring. Competitor comparisons are also possible. comparisons are also possible. Approach 9 Information Design & Influencer Communications The media ecosystem is constantly changing due to the complex interactions of PESO media channels. Advanced knowledge of information design incorporating experiential and in-store events is also in increasing demand. We help clients find the best way to deliver their message, from developing content that resonates with the target audience, to identifying the optimal influencers and media outlets. PESO Media Model: Paid Media Earned Media Shared Media Owned Media 10 Awards