IABC Malaysia Monthly Comms Connect, March 4, 2021 Learn and find out how to run an effective virtual media conference from IABC Japan counterpart, Kazuko Kotaki, Deputy Director of IT Business Development and PR Research Institute at Kyodo Public Relations based in Tokyo.

1. Kazuko Kotaki
Deputy Director
IT Business Development and PR Research
Institute at Kyodo Public Relations
kazuko.kotaki@kyodo-pr.co.jp
Copyright © 2021 Kazuko Kotaki All rights reserved.
Organizing Effective Virtual
Media Conferences:
Best Practices from Japan

2. - Basics of Virtual Media Conferences
- Flow / Logistics
- Managing the technical backend
- Ensuring that journalists turn up
- Preparing the spokesperson… and more!
Content
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3. A veteran PR consultant with passion for technology and innovation.
An interviewer, speaker, author, promoter of sustainability and diversity & inclusion.
Former Marketing and Corporate Comms manager at global technology firms.
Kazuko Kotaki
https://www.ipra.org/news/itle/golden-rules-
for-success-in-japan/
https://aria.nikkei.com/atcl/column/19/073000121/
020500005/?i_cid=nbparia_sied_pol_oyalist
http://www.globalcommunicators.com/kyo
do-public-relations-blog.htm
Deputy Director
IT Business Development and PR Research Institute
Kyodo Public Relations
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4. ● Founded in 1964, Kyodo PR celebrated its 56th anniversary as a top PR agency brand, headquartered in Tokyo.
● Retained by over 200 Japanese and multinational clients, running over 5,000 PR projects per year.
Kyodo PR – Trusted PR Firm in Japan
Major independent PR firm
with locations around the world
Asia
Ruder Finn (Singapore HQ, Hong Kong, New Deli,
Beijing, Shanghai, Guangzhou) / Go Communications
(Malaysia HQ, Thailand, Indonesia, Vietnam,
Cambodia, Singapore) / Grape PR (South Korea) /
Compass PR (Taiwan) / VIS Communications (Hong
Kong) / Total Quality PR (Thailand/Vietnam) / VERO
PR (Thailand, Vietnam) / Inke Maris & Associates
(Indonesia) / Maverick (Indonesia) / Prestige
Communications (Malaysia) / Fuentes Manila
(Manila, Philippines)
America
CPR (New York) / Bridge Communications (New
York) / PAN Communications (Boston) / Wagstaff
(Los Angeles) / Olson Communications (Chicago)
Middle East
Publicis Graphics
(Dubai)
80 Member Offices as of 2020:
Europe
England, Germany, France, Italy, the Netherlands, Spain, Portugal, Czech
Republic, Denmark, Finland, Switzerland, Sweden, Norway, Romania, Poland,
Belgium, Bulgaria, Croatia, Ukraine, Cyprus, Greece, Hungary, Ireland, Latvia,
Malta, Russia, Serbia, Slovakia, Slovenia, Turkey etc.
Asia-Oceania
Japan, India, Thailand, Singapore, Vietnam, Malaysia, the Philippines,
Cambodia, Myanmar, Bangladesh, China, Taiwan, Korea, Australia etc.
The Middle East, Africa
The United Arab Emirates, Egypt, Israel, Saudi Arabia, South Africa etc.
The United States of America
San Francisco, Boston, New York, New Jersey, Virginia etc.
South America
Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico
Member of the “GlobalCom” network, a
network of PR companies in various
countries around the globe that can
meet with all of your PR needs.
Affiliated PR Companies
Project Partners
GlobalCom
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5. Japan-based PR Research Institute that promotes sustainability, registered every 17th of the
month as “SDGs Day”, and announced the results of a SDG PR media survey in Feb 2021.
PR Research Institute
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6. 6
Virtual Media
Conferences,
a Discussion

7. Shifting from BEFORE to WITH COVID
- Almost All Events Moved from Offline to Online
- Online Experiences shifted from Minimal Necessity to
Inclusive Live Place
What Does It Mean
to Media?
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8. Basics of Media and PR
Media: TV, Radio, Newspapers, Magazines
> Web, Social Media, Blogs, Talents, etc. - PESO
PR: Media Relations and Publicity
> Ad, Community Engagement, Events, etc. - Marketing
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9. Media and PR – Think BIG or SMALL
①Public
Relations
②Advertising
③Internal Comms
④Investor Relations
⑤Government Relations
⑥CSR (SDGs/ESG)
Public
Relations
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10. National impact
TV / News agency
WEB/SNS platform
NHK, TV Tokyo, Kyodo
Yahoo!News,
Facebook,
Twitter,
Instagram,
Clubhouse
etc.
Industry penetration
National Dailies
Industry Papers
Business Media
Trade Media
Nikkei, Asahi, Yomiuri, Mainichi, Sankei, etc.
Nikkei Sangyo Shimbun, Nikkei MJ,
Nikkan Kogyo Shimbun, BCN etc.
Nikkei Business, Weekly Toyo Keizai,
Weekly Diamond, Weekly Economist,
President etc.
Marketing: Sendenkaigi, Nikkei xMarketing, Nikkei Design
Technology: Nikkei xTech, Nikkei xTrend, ITmedia
Finance: Nikkin, Kabushiki Shimbun, ZUU , Kinyu Keizai
Shimbun, Kaikei Kansa Journal, Zeimu Keiri, Zeikei Tsushin
Well-being: Nikkei Medical, Yakuji Nippo, Hospital News,
Clinic Magazine
Media Landscape Example - JAPAN
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11. Before Think About Flows
Plan about
1) Goals / Target Audiences
2) Speaker Time / Engagement
3) Platform / Team
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🎯
🚂
🕒

12. Before Embarking on Logistics
Ensure that
1) News / Targets Match
2) Authorization
3) Supporters / Funding
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🗞
👏
💷

13. What Is a Virtual
Media Conference?
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14. GOALS
● Interact with journalists for lasting relations
● Tell the story
● Help deliver newsworthy info
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15. Audience Setting
● End-audience
● Relevant media
● Right journalists
15
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16. Speaker Time/Engagement
● For overseas, ensure time zone/interpreter
● Secure advance briefing doc in prior week,
and prep-time at least 30 mins prior
● Motivate speaker, prepare for improvisation
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17. Speaker Preparation
● Facts/Announcements Authorization
● Familiarization with the topic and format
● Tone/Clarity/Length on the screen
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18. Format and Requirements
● Exclusive – One-on-one Interviews
PC tools (In-camera, PC microphone, Earphones)
● Announcement – Group Interviews
Distribution Crew, Event Director, Distribution PC,
Video Camera, Light, Microphone, AV equipment
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19. Conference Tone
● Positive – Appeal
Online quality at the right time (Tue-Thu or not)
● Negative – Apologize
Face-to-face followed by video and transcript
19
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20. Conference Types
● Live Casting – Real-time
Simpler Operations vs Shorter Time
● Recorded Casting – Linear
Larger Audience vs Longer Operations
● Hybrid Operation
More Interaction vs Higher Risks 20
Photo provided by Unsplash

21. Conference Platforms
● Zoom, Teams, Webex, YouTube Live are popular
● Meeting for small groups (one-on-one), or
Webinar for seemingly larger audiences (group)
● Mute and Turn off video to eliminate noise
21
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22. Operations
● At least Three operators
- MC/ Screenshot/ Memo (even for one-on-ones)
● Camera, Light, Microphones
make a big difference on the outcome
● Q&A determines the final impression
22
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23. Technical Backend
● Batteries are today’s oil
● Network and devices stability
● Soft and hard backup for any emergency
23
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24. Attendance Promotion
● Know them well
● Inclusive support
● True passion
24
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25. Virtual Media
Conference
Cases
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26. 26
Media
Conference
IR
Conference
Media
Event
Etc.
Virtual Cases
Confidential photo

27. Virtual Media Conferences
run on an Online Press Room
All Virtual Media Relations
Online Press Room
Press Release, Graphics, Video download
Online Media Conference Casting
Viewership and Q&As from Online Press Room
Virtual Media Conference
Photo provided by Kyodo Public Relations
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28. Mild COVID CASE
● Hybrid sample of on-site and online attendance
● Live casting from on-site
● Smooth Q&A session and follow-up comments
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Technology PR case, PR ever- (kyodo-pr.co.jp)

29. Severe COVID CASE
● Online only attendance
● Live casting from multiple sites
● No questions brings up the silence challenge
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30. Complete COVID CASE
● Online only attendance with interpreter
● Live casting from multiple sites
● Interactive Q&A session
30
Technology PR case, PR ever- (kyodo-pr.co.jp)

31. Contained COVID CASE
● Online only attendance
● Live casting from on-sites
● Concise presentation, lead talk, and Q&A
31
Photo provided by Kyodo Public Relations

32. Global COVID CASE
● Online only attendance
● Recorded casting from multiple sites
● Multiple-day sessions, available for replay
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Global PR Case, PR ever- (kyodo-pr.co.jp)

33. Tips for Smooth
Interaction
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34. Be Aware
Journalists are:
● Outside Third Parties
● Reporters of News
● Mirror of Yourself
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35. IF YOU ARE…
● Not Confident
● Lacking Purpose
● Lacking Belief
35
Audiences Will Be Bored – No Dialogue
Photo provided by Unsplash

36. IF YOU ARE…
● Fully Confident
● Committed to Purpose
● Full of Passion
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Audiences Will Follow You – Start Dialogue
Technology PR Case, PR ever- (kyodo-pr.co.jp)

37. THINK BIG or SMALL?
We need media coverage to get paid.
# of articles are our KPI.
No news articles means no PR value.
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38. THINK BIG or SMALL?
PR pursues the purpose.
Results come from the right goal.
Compensation comes after doing the right PR.
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39. Why Do We Need PR?
Why Do We Need Virtual Media Conferences?
39
Getting Back To Basics
Photo provided by Unsplash

40. If You Need Help,
We Are Here For You!
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41. Annual PR projects
5,000cases
Proven Track Record and Industry Expertise Makes
Kyodo PR #1 in Japanese PR industry
Media network
200 firms
Founded in 1964 at the
dawn of PR in Japan
56years old
First listed in PR
industry
1st
PR professionals
200professionals
2,000journalists
Long-term PR clients
Kyodo PR Facts
Copyright © 2021 Kyodo Public Relations All rights reserved.
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42. Supporting long term retainer clients
Nearly half of overall clients are over 5 years long-time contracted
Sales ratio
%
45.2
Clients with long-term
contracts
Others
54.8%
Contract retention ratio
%
44.3
Over 5 years
Less than
5 years
56.7%
Half of the sales are long-term contract clients More than 40% of our clients are long-time
contracted over 5 years
Kyodo PR Trust
Copyright © 2021 Kyodo Public Relations All rights reserved.
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43. 19.6%
10.2%
8.9%
7.1%
6.1%
6.1%
5.9%
5.7%
4.1%
4.0%
3.6%
2.9%
Comprehensive business coverage initiated by IT
*Sales ratio of clients with contracts over 6 months
Machinery / equipment & other
manufacturing
Real estate, construction
Food manufacturing, beverage
Local government / public organizations
Automotive
Logistics, retail, trade firm
Travel, tourism, hotel, airline
Professional service
Medical, pharmaceutical, healthcare
Education, academia, research institute
Fashion, beauty,
cosmetics
IT, Information Services
Kyodo PR Client Portfolio
Copyright © 2021 Kyodo Public Relations All rights reserved.
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44. ● Strong media relationships
Kyodo can reach individual reporters by both, name and by outlet, and digitally expand all of
its customers’ reputations
● Affluent record
Having affluent record for assisting start-ups and newcomers into the Japanese market
● Strategic proposal
Kyodo can offer strategic proposals to make the Japan entry smooth and ‘successful’
Why Kyodo?
Copyright © 2021 Kyodo Public Relations All rights reserved.
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