Global PR: How Japanese Companies Can Succeed in International Communications

In recent years, many Japanese companies have accelerated their expansion into international markets in pursuit of growth and long-term sustainability.

While investments in overseas production, sales, and R&D bases are increasing, many companies still face significant challenges in crafting effective communication strategies—especially in advertising and PR - in local markets.

A key issue is that Japanese companies often lack in-market PR teams, and their understanding of the importance of strategic communications tends to differ from global standards.

This article explores the essential role of global PR for Japanese companies aiming to enhance competitiveness and drive growth overseas. It outlines the benefits of global PR and key strategies for success. 

▼Strengthen your international PR with global news distribution! Learn more about Catch Asia

​​​​​

What Is Global PR?

Global PR refers to public relations activities conducted for international audiences. It plays a vital role in improving brand awareness by effectively communicating company news and information—supporting business success in competitive global markets.

It is a strategic approach that enables companies to clearly and compellingly convey their services, products, business plans, talent strategies, social contributions, and more to stakeholders around the world.

Since media environments, communication practices, and cultural norms vary greatly from country to country, domestic PR experience alone often falls short. In fact, trends in communications abroad are often more advanced, particularly in the use of digital platforms and social media.

There is a growing shift from “reactive” PR to a more “proactive” approach, with global PR now positioned as both a new challenge and a major growth opportunity for companies.

Success requires not only an understanding of these differences but also the ability to integrate Japan’s proven strengths into strategic global initiatives.

The Three Core Benefits of Global PR

Here are three key benefits that companies can gain through effective global PR:

Enhanced Brand Value

Today’s PR goes beyond basic publicity—it’s a core part of branding strategy. By strategically utilizing a mix of media, social platforms, owned channels, events, and advertising, companies can build strong, credible brands in their target markets.

In global markets, it’s critical to deploy local PR or brand managers to tailor strategies to regional audiences. Even the best products and services may go unnoticed without the right messaging.

Global PR ensures that brands are positioned effectively in each market, helping companies increase visibility and enhance their brand equity.

Access to Top Local Talent

Sustainable business growth abroad depends on securing high-caliber local talent. However, if a company’s vision or mission isn’t clearly communicated, it becomes difficult to attract the right candidates.

By sharing stories about the company’s business goals, workplace culture, and social impact through media, analysts, and corporate channels, companies can help prospective hires and their families make informed decisions.

Consistent third-party coverage also contributes to building credibility and opens doors to potential partners and academic collaborations—creating a virtuous cycle of recognition and opportunity.

Without visibility, even strong employers struggle to hire. Global PR is a powerful tool for talent acquisition.

Risk Mitigation and Trust Building

One of PR’s most important roles is risk management—particularly overseas, where missteps can have amplified consequences.

Companies must be cautious to avoid culturally insensitive messaging, misleading environmental claims (so-called “greenwashing”), or expressions that might cause misunderstanding in the local context. Deep understanding of political, economic, and social dynamics is essential.

PR can also be used proactively to integrate companies into local communities—building goodwill and creating buffers against unexpected risks. These efforts also improve public perception and support talent recruitment.

By aligning PR with risk management, global PR supports long-term, sustainable business growth.

Three Essentials for Global PR Success

To maximize the impact of global PR, companies should focus on three fundamental strategies:

Building an Integrated Digital PR Strategy

The days when PR was limited to media relations are over. Today’s PR must take a holistic approach, integrating multiple communication channels—including digital—to reach stakeholders effectively.

Overseas, PR teams must manage and align messaging across media, social platforms, and sometimes even advertising. In some cases, PR and advertising teams work closely—or are even combined—to deliver unified brand communication. This requires a rethinking of traditional roles and organizational structures.

Localizing Messaging and Content

Simply translating Japanese messaging for international use is rarely effective. Cultural context, local values, and audience expectations vary widely. Even if the core message remains the same, the expression must be adapted to fit the market.

Visual assets like photos, videos, and illustrations should also be localized, ensuring they resonate with the target audience and avoid cultural missteps.

Taking a Step-by-Step Approach to Media Relations

Approaching international media requires a different mindset than in Japan. Companies should assume they have low recognition and build relationships gradually.

Rather than launching large-scale press events from the start, it’s more effective to begin with smaller-scale engagements to build familiarity and credibility over time.

Importantly, international journalists won’t engage unless they understand the value of the story and what kind of article they can write. Providing clear, relevant information in the early stages is essential to building lasting media relationships.

Getting Started with Global PR

For companies just beginning their global PR journey, where should they start?

Building an in-house PR function that can deliver immediate results requires time, resources, and specialized know-how. It can place a heavy burden on internal teams.

Partnering with experienced agencies or advisors can significantly reduce this burden and help ensure a smooth rollout. These experts also offer strong risk management capabilities, which are critical for protecting brand reputation in new markets.

Ultimately, selecting the right partner is a key factor in successfully executing a global PR strategy.

Conclusion: Why Global PR Is Essential for Competing Globally

Japanese products and services are world-renowned for their quality. However, limited international visibility means many companies fail to reach their full potential abroad.

At PR Consulting Dentsu, our experience shows that when Japanese companies successfully communicate their value overseas, the impact is profound.

Many Japanese firms have the potential to create enormous global value—but to unlock it, they must overcome communications challenges.

Now is the time for Japan to fully embrace global PR.

If you're ready to amplify your company’s strengths and pursue success in global markets, we encourage you to take the next step.

For inquiries or consultations about global PR, feel free to contact us.

Note: All referenced data, individuals, and titles are accurate as of the time of publication.

▼Strengthen your international PR with global news distribution! Learn more about Catch Asia

▼From strategy to execution and measurement—comprehensive support available. Download our Global PR Support service brochure

▼Struggling with overseas PR? Sign up for a free consultation with PR Consulting Dentsu

▼関連記事

・コロナ禍におけるグローバル広報の基本と ワイヤーサービス

・【テレビPRのコツ】取材されるための画づくりは「4つの”え”」がポイント｜画・映・得・え!?

・テレビパブリシティの効果とは？事例で学ぶ活用方法と「広告との違い」