内容紹介

As the world’s third-largest economy, Japan represents an attractive prospect to many companies seeking to expand their business overseas. But the country’s unique cultural and linguistic landscape can often mean that, in contrast to nearby business hubs like Hong Kong and Singapore, global norms of corporate communications do not necessarily apply. Full of information designed to help bridge this gap, “Communicating” is a must-read for PR practitioners, business managers, and media studies researchers with an interest in Asia.Compiled and edited by an international team of communications professionals, since its first publication in 1988, “Communicating” has been the only English-language publication to offer an in-depth exploration of Japan’s complex communications ecosystem. In 2015, the seventh edition received the International Public Relations Association’s Golden World Award for Excellence.Editorial Team:Editor-in-chief: Kyoko Fujii TakagiEditors: Craig Dandridge, Natsuki Mase, David McMahon, Jussi PoyholaAdvisors: Russell McCulloch and Kei Timothy YoshidaThe eighth edition has been updated and expanded significantly to address recent developments, particularly in the constantly evolving field of digital and social media. There are also instructive case studies taken from the local experiences of international brands like McDonald’s, Starbucks, IBM, Burberry and Jetstar Airways. The book is divided into three main sections: Part 1: Media in JapanA comprehensive overview of Japan’s media landscape, from the continuing power and influence held by the domestic mainstream media, to negotiating Japan’s arcane press club system, key features of local social media usage, and much more besides.Part 2: Communicating with Your StakeholdersSpecific approaches to identifying and communicating with the target audience, including research, internal communications, B-to-B and B-to-C strategies, investor relations, public affairs, corporate citizenship, crisis communications and advertising.Glossary & AppendixA collection of key Japanese terms, illuminating data on Japan, and useful contact information