#Japan #Crisis Management #Minato #Japan Public Relations #PR Industry Trends

Insights from the 2024 PR Industry Survey

The Japan Public Relations Association (PRSJ), headquartered in Minato, Tokyo, has conducted its 2024 PR Industry Survey to analyze emerging trends, practices, and challenges within the public relations sector. This survey marks the 10th edition of an initiative aimed at providing valuable insights into the evolving landscape of PR activities in Japan.

This year, the survey has focused on member companies (197) and non-member companies (24) of the association, totaling 221 entities. Out of these, 62 companies responded, resulting in an effective response rate of 28.1%. The insights gathered paint a vivid picture of the current state and future direction of the public relations industry in Japan.

Key Findings

Among the findings, several noteworthy trends have emerged:

• - Increased Focus on Intelligence Activities: There has been a significant rise in the handling of activities related to information gathering and effectiveness measurement. PR agencies are increasingly focusing on intelligence activities, which are essential for strategic communication in today’s data-driven environment.
• - Growth in Real Events: In addition to intelligence, there has been a notable increase in the organization of real (face-to-face) events. This reflects a shift back to in-person engagements after a period dominated by virtual interactions due to the pandemic.
• - Rising Need for Crisis Management: Looking towards the future, there is an anticipated increase in demand for crisis management services. As businesses navigate complex landscapes, the ability to respond effectively to crises will become even more critical.
• - Decline of Focus on SDGs and CSR: Interestingly, there has been a sharp decline in the focus on SDGs, Diversity, Equity & Inclusion (DE&I), and Corporate Social Responsibility (CSR) activities compared to the previous survey conducted in 2022.
• - Operational and Strategic Challenges: Respondents highlighted challenges related to the utilization of Generative AI and collaboration with other PR companies. The integration of AI in PR practices could potentially streamline operations and enhance communication strategies.
• - Increased Interest in Partnerships: There is a noteworthy rise in interest toward forming partnerships with other firms, indicating a trend towards collaborative efforts in the industry for better resource sharing and joint excellence.

Survey Methodology

The survey was conducted through a postal method, and the results were analyzed by the Hummingbird Company. It was carried out in March 2025, capturing the contemporary state of PR practices.

PR professionals and organizations can benefit from understanding these trends and challenges, as they provide a roadmap for navigating the complexities of the industry in the coming years. The complete details of the survey are provided in the full release, where stakeholders can further delve into the specifics of the findings.

As the PR landscape continues to evolve, remaining adaptable and aware of emerging trends will be crucial for communication professionals in maintaining effectiveness and relevance in their strategies.