When reaching out to overseas audiences, Japanese companies need to understand what their target audience wants to know instead of just releasing the bare facts, two public relations experts said in a recent series of seminars.
Understanding and addressing the gap between what you say and how your audience will take it is particularly important today because, as foreign media coverage of the March 11 disasters shows, the number of people in leading positions abroad who understand Japan has declined substantially in recent years, the experts said in seminars organized by the Keizai Koho Center last month.
One of the most important points in corporate PR, especially as it concerns people outside of Japan, is to know your audience, said Shuri Fukunaga, managing director and CEO of Burson-Marsteller Japan.