Localizing Your Approach: YRG’s Top 10 Tips for Working with Japanese Media

Have you been lost in translation when dealing with Japanese editors? Just as particular sales tactics are necessary to penetrate the Japanese market, so is the case for public relations. Here are some tips we've learned through our PR work in Japan:

1. Communicate in the local language: Don't assume that all Japanese editors are fluent in English. Some don't speak English at all!

2. Show your commitment to the market: Your enthusiasm counts, but vaporware and empty plans won't cut it. Keep it concrete and show impacts on the Japanese market to overcome a "why should I care?" attitude.

3. Write news releases and press kits materials in the local language, and in the local styles: Don't just translate. Rewrite and edit as necessary to meet Japanese press release expectations.

4. Use numbers: Quantify your information! Japanese editors like statistics such as revenues, capital investments, growth rates, forecasts, the number of employees, market trends, etc.

5. Avoid flamboyant adjectives and adverbs: Since Japanese media tend to focus on hard facts and statistics, empty rhetoric in a press release and or an interview is nothing but an annoyance. Never describe your product as "fabulous!"

6. Make sure to have a translator when you have face-to-face press interviews: With few exceptions, editors will assume that an interview will be conducted in Japanese.

7. It is relatively easy to ask in advance what questions will be asked in media interviews: Good news. Although there are some exceptional cases, this is an advantage that you can take to the bank. Politely ask them editors to send you a brief list of questions by email or fax before an interview.

8. Be aware that some editors still prefer traditional communication tools such as fax and telephone, and do not accept pitches and press releases by email. Be sure to do research on the editor's preferences.

9. Avoid calling them editors early in the morning: In general, many editors in Japan spend late nights writing, so calling them after 5:00 pm could be the most efficient time to grab contact them over the phone.

10. Work with agencies experienced in the Japanese market: Authentic sushi is difficult to make even if you have a recipe. Working with an agency that has knowledge and experience in the Japanese market will further increase your potential to get publicity and establish long term relationships with editors.

06.06.07 // 01:15pm