New Edelman Opinion-Leader Study Shows Rise of CSR, Blogging & Web in Japan.Tokyo, Japan, Dec 14, 2005 - (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, 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 the 2005 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, a new survey 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. that shows majority credibility for corporate 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. efforts, the rise of blogging, trust in 'personal contacts' and news articles (rather than advertising), and the emergence of corporate web sites as the most trusted information sources about companies. Highlights of the 2005 Edelman Japan Stakeholder Study survey include: - 55% say CSR is a sincere business shift rather than just image-building (42%) - 87% have heard of blogging; 52% have done it (or visited a blog) - 53% trust news articles, 43% trust 'personal contacts,' just 3% trust advertising - More (29%) trust websites than newspapers (25%) for company information The 2005 Edelman Japan Stakeholder Study survey, 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. CSR: Communicating Social Responsibility More Important than Ever The Edelman poll discovered a widespread belief (55%) that corporations are paying more attention to Corporate Social Responsibility as a sincere shift in the way they do business today rather than just as a way to improve their image in the marketplace (42%). "Most think that CSR programs are fundamentally changing the way companies are doing business instead of being just a marketing gimmick," says Robert Pickard, President of Edelman, North Asia North Asia or Northern Asia is a subregion of Asia. The most common definition of the term is;
The survey found that there may be a different stakeholder conception of CSR than has been traditionally assumed. When asked about the characteristics of a socially responsible corporation in Japan, 94% said 'Stands behind its products and services when something goes wrong,' with a minority (48%) saying 'Concerned about/active in doing something about community welfare.' According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Pickard, "This may underscore The underscore character (_) is often used to make file, field and variable names more readable when blank spaces are not allowed. For example, NOVEL_1A.DOC, FIRST_NAME and Start_Routine. (character) underscore - _, ASCII 95. the importance of effective communications during a crisis as the corporate 'moment of truth' on CSR." Blogging is Becoming Known and Popular Eighty-seven percent (87%) of the Japanese stakeholders surveyed said that they have heard about 'blogging' or 'blogs,' and a majority (52%) said that they have themselves done blogging or visited a blog online. "Blogging in Japan has a higher profile and higher participation rates than most have assumed," says Keizo Kumazawa, Deputy Managing Director, Edelman Japan. "This reflects the modern fact that today's consumers want to be active participants in two-way conversations with companies, not passive recipients of one-way advertising messages. This should have dramatic implications for marketing in Japan." Indeed, this is a conclusion that can be drawn from another of the survey's findings: 53% of Japanese stakeholders believe information they get from news articles -- compared to a mere 3% for advertising -- while 43% believe information they get from 'personal contacts' (like friends or family). Pickard says: "Blogging is the rising and democratizing media source that gives voice to the opinions of these personal contacts, so corporate communicators and marketers need to challenge their assumptions about the effectiveness of advertising and look at new ways of earning media coverage and building relationships with bloggers online." Websites More Trusted than Newspapers for Corporate Information The Edelman Japan Stakeholder Study found other evidence supporting the growing importance of online communications. While 60% of stakeholders turn to newspapers first for trustworthy information (compared to 17% for television and 23% for the Internet), corporate websites (29%) are now the most trusted and believable be·liev·a·ble adj. Capable of eliciting belief or trust. See Synonyms at plausible. be·liev  a·bil communication
vehicles for information about companies -- compared to 25% for
newspapers. The gap increased when stakeholders were asked how likely
they are to use each communication vehicle to get information about a
corporation: 42% said company websites and 33% said newspapers."The implications of this are clear," says Pickard. "Every corporation should have an Internet communications strategy and engage with journalists and other stakeholders online - or be left behind. We're also wondering if newspapers may need to do more to extend the power of their brands to their online portals, especially as they face the long-term demographic challenge of fewer younger readers of the paper editions." About the 2005 Edelman Japan Stakeholder Study The 2005 Edelman Japan Stakeholder Study -- created as part of the firm's third annual Asia-Pacific Stakeholder Research Study in 10 countries -- was conducted in partnership with Harris Interactive Inc., the fastest-growing market research firm in the world (and known for its pioneering leadership in the online market research industry). The objective of the study was to understand which factors are most important to stakeholders when corporations build relationships with them. For a copy of the extended findings, please send a request by e-mail to japan@edelman.com. The 140 respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. -- who were surveyed during 20-25 minute face-to-face interviews in October -- 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 A non-profit organization (abbreviated "NPO", also "non-profit" or "not-for-profit") is a legally constituted organization whose primary objective is to support or to actively engage in activities of public or private interest without any commercial or monetary profit purposes. , 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 Founded in 1952, Edelman 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. 252 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. 30 billion). The firm's more than 2,000 professionals serve clients from 43 offices in 23 countries. In 2005, The Holmes Report, a respected PR industry journal, named Edelman "International Agency of the Year" (and in 2004 the "Firm Most Admired by Clients"). Japan's fastest-growing 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 word-of-mouth campaigns, Edelman is working to set a new PR standard by helping world companies communicate in Japan, and helping 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. communicate around the world. For more information, please visit http://www.edelman.jp. Source: Edelman Contact: Edelman Japan KK Noriyoshi Tsugama 3rd Floor, Toranomon 45MT Building 5-1-5 Toranomon, Minato-ku Tokyo 105-0001 Japan Phone: +81-3-6403-5213 Email: nori.tsugama@edelman.com Copyright [c] 2005 JCN Newswire. All rights reserved. A division of Japan Corporate News Network K.K. |
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