Business partners and candidates in Japan tend to judge a company's track record and trustworthiness not by its reputation at overseas offices, but by concrete activity and a steady accumulation of communication within the Japanese market itself. A brand that is well known at headquarters will struggle to earn trust if it has not communicated enough within Japan.
- Low brand awareness in Japan makes it hard to earn trust from business partners and candidates
- Headquarters' global branding does not translate directly to the Japan market
- It is unclear which media or communication channels to use
- Even after starting PR activity, it is hard to tell whether it is actually building trust
This article explains how foreign companies can think about a PR strategy to build trust in the Japan market.
Why Building Trust in Japan Is Difficult
Business partners and candidates in Japan tend to judge a company's track record and trustworthiness not by its reputation at overseas offices, but by concrete activity and a steady accumulation of communication within the Japanese market itself. A brand that is well known at headquarters will struggle to earn trust if it has not communicated enough within Japan.
Pursuing PR activity without understanding Japan-specific media conventions and how information is received can also fail to build trust in the way intended.
Elements of a PR Strategy for Building Trust
Building trust in the Japan market is most effective through a PR strategy that combines the following elements.
| Element | What It Involves |
|---|---|
| Making results visible | Publishing concrete case studies and results from the Japanese market |
| Media relations | Building relationships with trade media and specialist publications to earn third-party endorsement |
| Leadership visibility | Having leadership speak at industry events and in the media to put a face to the company |
| Ongoing communication | Publishing a consistent message continuously through owned media and social channels |
| Localized messaging | Translating and adapting headquarters' messaging to fit the Japanese market context |
Points for Turning PR Activity Into Trust
PR activity rarely produces results from a single effort; trust builds gradually through the accumulation of ongoing communication. It is important to design a PR strategy with a mid- to long-term view rather than focusing only on short-term visibility.
Rather than judging PR results solely by media placement counts, capturing the practical effect on the business — such as changes in hiring applications or responses during sales discussions — makes it easier to improve the strategy over time.
Summary
- Trust in the Japan market builds from communication within Japan itself, not from a company's track record overseas
- Visible results, media relations, leadership visibility, ongoing communication, and localization are key
- Approach PR activity with a mid- to long-term view rather than a single effort
- Evaluate results by their practical effect on hiring and sales, not media placement counts alone
Contact
JBN provides one-stop support for foreign companies, from designing PR and marketing strategy for the Japan market through to execution.
To discuss your PR strategy, please contact us.