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The Public Relations Society of Japan (PRSJ) announced today that it has selected Mynavi Corporation as winner of the 2024 PR Awards Grand Prix top prize for its “Sitting Iissu Project,” which has helped ensure that part-time workers don’t have to stand for long hours at work. In addition, the PRSJ presented the Gold Award to Shimada Electric Manufacturing Co. for a PR project that transformed this relatively unknown niche B2B supplier into a popular company that attracts some 2,000 visitors a month. The PRSJ also announced the winners of seven Silver Awards, six Bronze Awards and one Special Award.

 

The PR Awards Grand Prix is held annually to promote and develop public relations in Japan by recognizing outstanding PR initiatives. A total of 80 entries were received this year.

 

The PRSJ held an awards ceremony with presentations by the winners at the Jiji Press Hall in Tokyo on December 11.

 

2024 PR Award Grand Prix Winners (16 total)

 

Grand Prix (1)

Have a Seat Project

Entrant: Mynavi Inc.

Project owner: Mynavi Inc.

 

Gold (1)

Project to transform an unknown niche B2B supplier into a popular destination attracting some 2,000 people a month

Entrant: Shimada Electric Manufacturing Co.

Project owner: Shimada Electric Manufacturing Co.

 

Silver (7, in order of registration)

Ninth “Daredemo Piano” project to enable people with disabilities to create melodies on a piano with just one finger, supported by automatic accompaniment and pedal movement

Entrant: Dentsu East Japan Inc.

Project owner: Yamaha Corporation

 

Project to increase interest in clear soy sauce in Japan based on its popularity overseas

Entrant: Hazoom Inc.

Project owner: Fundodai Co., Ltd.

 

project to help people understand the commercial value of items in their parents’ homes

Entrants: Platinum Inc., EPOCH Inc., thaw inc., and Media Concierge Inc.

Project owner: Mercari, Inc.

 

“” tie-up with Street Fighter 6 e-sports competitors to encourage people to get more sleep

Entrant: Dentsu Inc.

Project owner: SSP Co., Ltd.

 

Initiative to strengthen ties between the Ikebukuro Halloween Cosplay Festival and its host community

Entrants: Ikebukuro Halloween Cosplay Festival Executive Committee (Toshima City, DWANGO Co., Ltd., SunshineCity Corporation, Animate Co., Ltd., and HACOSTA inc)

Project owner: DWANGO Co., Ltd.

 

Think Name Project to promote acceptance of separate surnames for married couples in Japan

Entrant: Dentsu Digital Inc. and Platinum Inc.

Project owner: General Incorporated Association Asuniwa

 

Branding project to improve the negative image of the Don Quijote discount store chain

Entrant: Pan Pacific International Holdings Corporation and OZMA Inc.

Project owner: Don Quijote Co., Ltd.

 

Bronze (6, in order of registration)

Initiative to practice emergency evacuations in Naha City using a popular messaging app

Entrant: LY Communications Corporation

Project owner: LY Communications Corporation and Naha City

 

“Welcome Home, Colonel!” project to celebrate the mysterious return of a beloved statue of the famous KFC symbol that disappeared from a popular gathering place in Osaka years ago

Entrant: Ozma Inc.

Project owner: Kentucky Fried Chicken Japan, Ltd.

 

Project to publicize evidence refuting influencer Hiroyuki’s claim that Tokucha doesn’t reduce body fat

Entrants: Suntory Beverage & Food Limited and SIGNING Ltd.

Project owner: Suntory Beverage & Food Limited

 

Project to teach high school students how to avoid being tricked into accepting illegal part-time jobs

Entrant: Material inc.

Project owner: dip Corporation

 

HIV/AIDS GAP6 project to end the HIV/AIDS epidemic in Japan ahead of other countries

Entrant: Ozma PR Inc.

Project owner: Gilead Sciences, Inc.

 

Initiative to help companies, etc. to co-create decarbonized products based on consumer feedback

Entrants: HAKUHODO Inc., SIGNING Ltd., and HAKUHODO Kettle Inc.

Project owner: Earth hacks & Co., Ltd.

 

Special Award (1)

PR Framework for Societal Frustrations

Entrant: PR Consulting Dentsu Inc.

Project owner: PR Consulting Dentsu Inc.

 

Comments from Judging Committee Chairman HONDA, Tetsuya

This year, as last year, we received many high-quality entries. I believe this is testament to the growing understanding and interest in public relations in Japanese society and the diverse initiatives that are being created. As chairman of the Judging Committee, I have promoted the following three principles in our judging:

1. Purpose (social impact): Is it a socially meaningful activity focused on society?
2. Sense of identity: Does the activity accurately reflect the company/brand?
3. Empowerment: Does the activity encourage wide participation for co-creation leading to sustainability?

 

As in last year’s competition, the entries were very well received, but this year the top entries in particular were highly rated from the first screenings. Mynavi Inc. won the Grand Prix for a project aimed at solving the problem of part-time workers having to stand for long hours at work. It was a model public relations initiative that addressed a societal problem without compromising the social standing of the project owner.

 

There was only one Gold Award winner this year, Shimada Electric Manufacturing Co., for a program activity that transformed this obscure niche B2B supplier into a popular destination that now attracts some 2,000 visitors each month. This is a great example of how relatively unknown B2B companies in Japan can use public relations to create universal appeal.

 

The judges were unanimously impressed with both entries.

 

This year’s competition was marked by events that made us think about the purpose of public relations. The judges were determined to use the awards in the best possible way to show the world the true value of public relations. We salute all the winning companies and organizations and we hope that public relations in Japan will continue to produce excellent results in the future.

 

Judging Committee

 

President of the Judges Committee

 

HONDA Tetsuya

President, Honda Office and PR Strategist

 

Judges Committee (9 members; in Japanese alphabetical order)

 

ITO, Yuri

Corporate Officer, Senior General Manager, Corporate Communications Group, LY Corporation

 

KITAMI, Koichi

Associate Professor, Faculty of Urban Life Studies, Graduate School of Environment and Information Studies, Tokyo City University

 

KOBAYASHI, Masafumi

General Manager, Strategic Planning Department, PRAP Japan

 

TAGAMI, Tomoko

Representative Director, Synergia

 

TAKESHITA, Ryuichiro

Former Chief Global Editor, PIVOT

 

HA, Kung Jin

Associate Professor, Faculty of Tourism and Community Development, Department of Tourism and Community Development, Kokugakuin University

 

HASHIMOTO, Ryosuke

Deputy Managing Director, Integrated Communications Department, PR Consulting Dentsu

 

MAKI, Shiho

Assistant Director, Chief PR Director, PR Bureau, Hakuhodo

 

YOKOTA, Kazuaki

Executive Vice President, Japan Public Relations Institute

 

 

 

For media inquiries and further information, please contact

Secretariat: Yoda, Hayashi, or Aota

Public Relations Society of Japan

Roppongi Hills North Tower 5F, 6-2-31 Roppongi, Minato-ku, Tokyo 106-0032

Phone: +81-3-5413-6760

 

 

 

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About PRSJ

 

The Public Relations Society of Japan (PRSJ) is the nation’s leading professional organization serving the communications community, with more than 690 professional and organizational members.

 

Since its establishment in 1980 following the merger of the Japan PR Society and the PR Work Japan Society, PRSJ has worked to promote awareness and understanding of public relations in Japan. Leveraging our wide membership base spanning both in-house and agency PR professionals, we create new opportunities, share insights and practical knowledge, and spearhead initiatives to train the next generation of PR professionals.

 

In 2007, we launched the PR Planner Certification and examinations to promote the professional development of PR practitioners. Testing everything from foundational knowledge to applied skills, the examinations are suitable for those engaged in PR activities at public and private entities, as well as students and others with an interest in the field. There are three levels of accreditation: Public Relations Planner, Associate Public Relations Planner, and Assistant Public Relations Planner.

 

We provide networking opportunities for members and non-members alike through PRSJ-sponsored events such as lectures and forums featuring opinion leaders and key media figures.

 

Each year we hold the PR Awards Grand Prix, which honors outstanding achievements and aims to raise standards in the PR industry. Winning entries are featured at PRSJ seminars, in publications and online, enabling PR practitioners to leverage key insights from these award-winning campaigns.

 

Our annual Japan PR Person of the Year Award recognizes contributions that benefit society—a fundamental principle of PR—and excellence in PR across various fields. We also present the Japan PR Citizen of the Year Award, which highlights cutting-edge PR campaigns, to an individual or group (including NPOs) that has a long track record of innovative PR activities and has made a significant contribution to the development of a company or organization. Through these and other activities, PRSJ strives to promote and develop public relations.

 

Public Relations Society of Japan

Roppongi Hills North Tower 5F, 6-2-31 Roppongi, Minato-ku, Tokyo 106-0032

Tel: 03-5413-6760 Fax: 03-5413-2147