A Glimpse into the PR Industry Worldwide: Tsugihara’s Work as President of the International Public Relations Association (IPRA)

Hello, I am Nakano from the Public Relations Department.

It may not be widely known, but Etsuko Tsugihara, President of SUNNY SIDE UP GROUP, is serving as the 2022 President of IPRA (International Public Relations Association), a UK-based international PR organization.

She is the first Japanese woman to be appointed President! With her term set to expire in December 2022, I would like to provide a brief introduction to her work as IPRA President (from the perspective of a team member who assisted with the preparations).

What is IPRA (International Public Relations Association) in the first place?

IPRA (headquarters: UK, established: 1955) is a global PR association officially recognized by the United Nations. For more than half a century since its establishment, it has been conducting activities aimed at improving the logic, practice, and skills of PR worldwide. Today, it has member companies including PR firms from over 100 countries and is known as the most prestigious organization in the PR industry.

Furthermore, the “Golden World Awards,” established by the association in 1990 to recognize outstanding PR projects worldwide, has become one of the leading business awards in the PR industry, receiving entries from across the globe every year.

Official IPRA Website: https://www.ipra.org/

Presentations at Conferences Worldwide! Does the State of PR Differ by Country?

Among various activities such as regular board meetings, distributing letters to PR practitioners, and communicating IPRA’s initiatives on issues like environmental problems, the most memorable experiences have been the lectures at PR conferences and summits held in various countries.

To date, she has delivered presentations on various themes to PR associations and participants interested in PR in countries that are typically difficult to connect with, such as the Philippines, Uganda, India, Iran, Indonesia, and Turkey.

Unfortunately, due to the impact of the COVID-19 pandemic, in-person attendance has not been possible recently. However, through online participation and pre-recorded video speeches, she has shared her views on the ideal state of public relations and the messages she wishes to convey to PR professionals.

Participation in a Conference in the Philippines

While preparing presentation content with Ms. Tsugihara for various countries and attending conferences alongside her, the online participation in a PR conference held for PR practitioners and students interested in PR in the Philippines was particularly memorable.

As communication methods change amidst the pandemic, she discussed PR techniques that resonate with people living in the modern era and engaged in discussions with local participants.

As people’s interests and mindsets shift and global attention grows toward sustainability and mindfulness, Generation Z is the demographic that fits this mindset and possesses significant economic influence.

How does the population ratio compare between Japan and the Philippines…?

Graph Source: World Population Pyramid (https://www.populationpyramid.net/)

While the total population is not significantly different from Japan’s, the ratio of Generation Z is remarkably different.

Often referred to as digital natives, Gen Z gathers information independently and is said to have a discerning eye for truly comfortable experiences, high-quality products, companies, and people, rather than mere appearances.

The fact that the era in which they drive the economy is approaching suggests a very bright future for the Philippines. Local participants were highly interested in topics such as effective PR strategies for this generation, leading to a lively discussion.

There were even university student panelists who are part of Gen Z themselves; they all held firm personal views on their country’s political situation and PR communications, making for a very energetic session!

While I have focused on the presentation in the Philippines this time, she carries out her duties as IPRA President while considering the culture, historical background, and current situation of each country—even checking with embassies regarding the necessity of wearing a headscarf for presentations in Iran!

Expanding our thinking on PR strategy while looking at overseas markets in this way is an exciting and educational experience for us as well.

With one month remaining in her term, we will continue to push forward in this final stretch to deliver beneficial information and messages both domestically and internationally.