Professor Side’s PR Lecture (Newspapers Part 2)

Hello. I am Professor Side.
Newspapers are a barometer of public opinion.

Today’s Newspaper

When watching televised Diet broadcasts, you often hear members of parliament questioning others by saying, “As reported in yesterday’s [Name of Newspaper]…” Some statements imply that their own arguments are correct simply because they were written in a general-interest newspaper. Furthermore, opinion polls and approval ratings conducted by newspaper companies are frequently featured on television and reported as the consensus of the people.

In particular, the editorials of each newspaper present a certain direction regarding politics, the economy, and social issues, and they play a role in shaping national norms. Since the mass media reflects the national character of a country, observing and closely monitoring such familiar media is essential when working in PR. Even as the nature of mass media itself changes, the role of newspapers has not significantly altered for the time being.

From the PR Department

When information is published in a newspaper, it often leads to inquiries from television programs and corporations.
However, there are certain “knacks” to getting published in a newspaper, so one must consider the approach based on the specific story. Since our company has a dedicated media relations department, we understand the movements and needs of newspapers and other media in real time. We have many employees who possess the case studies that provide the answer to “How can we get this published?”

Recently, I received an order to have news regarding the launch of a new company project published in the Nikkei (Nihon Keizai Shimbun). Thanks to my supervisor’s advice, I was able to successfully secure the coverage.
(It was a story that would not have been published through a standard approach… *Note: We were involved not only in securing the coverage but also in the marketing and promotion of the project.)

The coverage generated a significant response, and I have once again recognized the power of newspapers.