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Message from President

What is a Public Relations Professional?

December, 2021


We would like to express our heartfelt sympathy to everyone who has been affected by the COVID-19 pandemic.


We would also like to extend warm thanks to our members for their ongoing participation in Society activities.


In PRSJ’s new medium-term management plan (FY2021 to FY2023), recently reported on at our 10th Ordinary General Meeting in June, we announced our aim of advancing the public relations industry through the development of human resources, and improving the industry’s value to society and the impact of its personnel, in order to contribute to social innovation as a public interest incorporated foundation. To help guide this development, we have established a new model for PR staff: the “Public Relations Professional.”


Currently, Japan and many other countries around the world are trying to get back on their feet after the serious impact of the COVID-19 pandemic. However, as members of the public relations industry, we believe we need to give serious thought to the fact that our fundamental mission—that of accurately conveying information to those who need it—has been unsuccessful, as seen by the information gap, fake news and false rumors brought to light by the COVID-19 pandemic. It is important that we use this as a lesson to carry out unified public relations work in the future: taking a more high-level view of the world and identifying which facts need to be conveyed, creating content that aligns with the target’s preferences, and ensuring we link up the PESO framework organically to reliably deliver information to the target and build relationships. In addition, we would like companies to take a fresh look at public relations from the perspective of corporate communications that contribute to their businesses. We believe that the key public relations practitioners in these areas should be known as “Public Relations Professionals”.


In order to make this new model for PR work, we believe it is essential to involve experts in creating a training curriculum, and to develop and seek out role models. As a Society, we are committed to actively promoting our activities in the future.


We hope we can count on the cooperation and support of all our members, as well as those involved in the wider public relations industry.


Kazunori Azeyanagi
Public Relations Society of Japan