Public relations functions: Perspective from a Japanese corporation

This paper examines public relations (PR) functions in a large Japanese corporation as well as the PR role in the management function. The corporation under study is Kao Corporation, which is one of the largest Japanese consumer and industrial goods manufacturers. Information was collected from interviewing a PR manager of Kao Corporation. Evidence suggests that Kao's PR department functions more or less like an advertising department. Press releases are placed in the media as paid advertisements. Kao's PR uses a third-party endorsement to establish a new product's credibility. The company has a participative corporate culture that allows the PR director to work closely with the top management. The idea of collaborative efforts between departments and the practice of being a socially responsible company suggest that Kao's PR department uses a combination of communication models and Japanese management styles to project a good corporate citizen image.

► Evidence suggests that Kao's PR department functions more or less like an advertising department.
► Press releases are placed in the media as paid advertisements.
► Kao's PR uses a third-party endorsement to establish a new product's credibility.
► Kao's PR department uses a combination of communication models and Japanese management styles to project a good corporate citizen image.