New Edelman Japan Study: Earned Media Coverage More Effective than Paid Coverage.Tokyo, Japan, Nov 30, 2006 - (JCN JCN Japan Corporate News JCN Journal of Cognitive Neuroscience JCN Journal of Cardiovascular Nursing JCN Journal of Christian Nursing JCN Job Control Number JCN Journal of Child Neurology JCN joint communications network (US DoD) Newswire) - Edelman ( www.edelman.jp ), the world's largest independent public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most firm, today announced the results of a new study of Japanese stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. . The survey -- the 2006 Edelman Japan Stakeholder stakeholder n. a person having in his/her possession (holding) money or property in which he/she has no interest, right or title, awaiting the outcome of a dispute between two or more claimants to the money or property. Study conducted by Harris Interactive Harris Interactive (NASDAQ: HPOL) is an American market research company that specializes in public opinion research using both telephone and surveys on online panels. The company is the product of a 1996 merger between the Gordon S. Black Company and Louis Harris & Associates. Inc. -- polled a total of 140 Japanese opinion-leaders from seven stakeholder groups: senior business executives, institutional investors Institutional Investor A non-bank person or organization that trades securities in large enough share quantities or dollar amounts that they qualify for preferential treatment and lower commissions. , government, media, NGOs, up-scale consumers, and employees.: - 60% say earned media Earned media (or free media) is publicity for political campaigns gained through newspaper articles, TV news stories, web news, letters to the editor, op-ed pieces, and "fast polls" on TV and the Internet, as opposed to paid media, which is publicity gained through coverage using a PR agency is more effective than paid media coverage using an advertising agency (33%) - 79% have engaged in 'blogging,' compared to 52% last year (+27%) - 49% say CSR (1) (Customer Service Representative) A person who handles a customer's request regarding a bill, account changes or service or merchandise ordered. Agents in call centers are known as CSRs. See call center. is a sincere business shift rather than just image-building (46%) - Japanese corporations score high on offering 'top quality products/services,' while Western corporations get higher marks for 'operates in an open and transparent fashion' PR versus advertising A clear majority (60%) expressed the view that companies that primarily communicate with their stakeholders through earned media coverage using a PR agency are using a more effective approach than those communicating with their stakeholders primarily through paid media coverage using an advertising agency. "These results clearly show that public relations may have been an underappreciated aspect of corporate communications Corporate communications is the process of facilitating information and knowledge exchanges with internal and key external groups and individuals that have a direct relationship with an enterprise. ," says Edelman Japan Deputy Managing Director Keizo Kumazawa. "We hope that marketers will take note and apply resources accordingly as stakeholders are saying a PR-driven approach is the more effective." The rise of blogging and online communications The study reveals a striking increase in the percentage of stakeholders saying that they have done blogging themselves or visited blogs online (79% in 2006 compared to 52% in 2005, a +27% increase). Also notable is the fact that more stakeholders (42%) would be more likely to use a corporate website to get information about a company than from any other communications vehicle (even daily newspaper), at 39%. "Modern communication continues to move online," says Edelman North Asia North Asia or Northern Asia is a subregion of Asia. The most common definition of the term is;
CSR: a sincere change in business or image making? Japanese stakeholders are divided between whether they see Corporate Social Responsibility as a sincere shift in the way companies do business today (49%) rather than as a way to improve their image in the marketplace (46%). Japanese and Western corporations Ninety-four percent (94%) of Japanese stakeholders say that 'good and responsible' corporations 'stand behind their products and services when something goes wrong.' Yet only 29% of Japanese and Western corporations are seen as living-up to that characteristic. Seventy-two percent (72%) say that 'good and responsible' corporations 'offer top quality products and services,' and here 57% say that Japanese corporations are doing that, far ahead of the 26% who feel that Western corporations are living-up to the characteristic. However, Western corporations scored higher (36%) compared to Japanese corporations (11%) when it comes to 'operates in an open and transparent fashion,' which was identified by 71% as a characteristic of a 'good and responsible corporation.' Perceptions of Japanese companies This is a list of companies from Japan. Note that 株式会社 can be (and frequently is) read both kabushiki kaisha and kabushiki gaisha (with or without a hyphen). See that article for more details. in Japan compared to other Asian markets Interestingly, Japanese stakeholders held less positive perceptions of the extent to which Japanese corporations are meeting the following characteristics compared to stakeholders polled in Australia, China, India and South Korea: 'provides senior leadership that can be trusted,' 'works hard at building relationships with key stakeholders,' 'communicates frequently and openly with employees,' and 'operates in an open and transparent fashion.' About the 2006 Edelman Japan Stakeholder Study The 2006 Edelman Japan Stakeholder Study -- created as part of the firm's fourth annual Asia-Pacific Stakeholder Research Study of 1,050 stakeholders in 10 countries -- was conducted in partnership with Harris Interactive Inc. ( www.harrisinteractive.com ), the fastest-growing market research firm in the world. The objective of the study was to understand which factors are most important to stakeholders when corporations communicate and build relationships with them. For a copy of the extended findings, please visit www.edelman.jp or send a request by e-mail to japan@edelman.com. The 140 Japanese respondents -- who were surveyed during 40-minute interviews during June-August -- represented seven different stakeholder groups, including: senior business executives (c-suite executive decision-makers); institutional investors; government officials (mid-range officials or above, such as senior officers and senior executive officers); media representatives (senior business editors/reporters/journalists and producers); NGOs (managers or above working in institutions, non-profit organizations, industry associations and/or trade associations); up-scale consumers (middle- to upper-class consumers with buying power Buying Power The money an investor has available to buy securities. In a margin account, the buying power is the total cash held in the brokerage account plus maximum margin available. Also referred to as "Excess Equity. ); and employees (working at either multinational or large corporations). About Edelman Japan Founded in 1952, Edelman ( www.edelman.jp ) is the world's largest independent public relations agency with annual revenues of USD USD In currencies, this is the abbreviation for the U.S. Dollar. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. 292 million (JPY JPY In currencies, this is the abbreviation for the Japanese Yen. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. 34 billion). The firm's more than 2,200 professionals serve clients from 47 offices in 23 countries. Edelman was named "The Best Agency in 2005" by Advertising Age and "Large Agency of the Year 2006" by The Holmes Report. Japan's premier international PR consultancy, Edelman offers a full spectrum of the most state-of-the-art public relations services available today. From CSR consulting to crisis communications Crisis communications are generally considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. to understanding the rise of blogging and personal media, Edelman is working to set a new PR standard by helping world companies communicate in Japan, and helping Japanese companies communicate around the world. Source: Edelman Japan Contact: Jennifer Poulson jennnifer.poulson@edelman.com +81 (3) 6403-5212 Copyright [c] 2006 JCN Newswire. All rights reserved. A division of Japan Corporate News Network K.K. |
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