#Japan #PR Strategy #Minato-ku, Tokyo #SHABEL #Material Group

SHABEL: The New Era of Integrated Marketing Communication

In a rapidly diversifying information landscape, Material Group has unveiled its latest initiative, SHABEL (しゃべる), set to launch on May 7, 2025. As a part of the group that provides comprehensive marketing communication support, SHABEL aims to enhance brand value through an innovative approach known as talkactive PR. This strategy highlights the importance of fostering spontaneous conversation and interaction via social media and face-to-face engagements.

What is SHABEL?

SHABEL takes a bold stance with its purpose: "Unearth value to create the future through dialogue." Led by planner Yurie Tsuneya and producer Misaki Yamazaki, the unit focuses on identifying insights that resonate with audiences and facilitating effective communication strategies. Both Yurie and Misaki bring a wealth of experience in communication planning and implementation from their previous roles in consumer-oriented businesses.

The new unit's first offering is the しゃべる診断 (Shaberu Diagnosis), a service designed to analyze past communication efforts that may have failed to elicit the desired responses. This analysis provides clarity on potential issues and aids companies in strategizing their future communications.

The Essence of Talkactive PR

Unlike traditional approaches, talkactive PR encourages brands to design core ideas that provoke conversations and create compelling narratives. By focusing on generating impactful stories and engagement, brands can foster goodwill and recognition. The aim is not just to disseminate information but to activate the emotional core that captivates audiences and builds lasting connections.

To celebrate the launch, SHABEL will offer complimentary しゃべる診断 services to up to three companies monthly until May 30. This initiative allows businesses to gain insights into their communications and refine their strategies based on prior shortfalls.

Meet the Founders of SHABEL

Yurie Tsuneya, a media enthusiast with a background rooted in television and comedy, joined Material Group in 2019. Her journey in PR spans from fundamental support to strategy development based on brand objectives. Yurie excels in creative planning and has honed her experience through various campaigns, making her a valuable asset to the SHABEL initiative.

Misaki Yamazaki, on the other hand, comes with a solid seven-year background in marketing agencies. Seeking to deepen her impact on brand actions, she joined Material in 2021. Misaki is dedicated to creating projects that contribute to positive perception and brand image while striving towards creating a world where fundamental human rights are commonplace.

Simplifying Communication Analysis

The newly launched しゃべる診断 provides businesses with tailored knowledge by assessing their past PR strategies from a talkability perspective. Companies can utilize this information for future campaigns, ensuring that their communications resonate effectively with their target audiences. Interested businesses can apply through the SHABEL website for their chance to receive this service for free until the end of May.

Shaburu Note: Insightful Content for Modern Marketers

In addition to its services, SHABEL will also debut しゃべるnote, a monthly content series focused on sharing current consumer insights and practical tips for navigating today's complex information environment. The first article is expected to launch in mid-May.

About Material Group

Material is a brand-building company that prioritizes storytelling as a core approach to enhance corporate and product value. They offer one-stop services across branding, promotion planning, content development, creative execution, PR, and crisis management.

Material Group embodies the vision of becoming an essential partner in addressing business challenges and strengthening relationships with society, promoting the idea of igniting passion for individuality and maximizing potential.