Dentsu Develops New Framework 'PR HANABI' to Create Corporate Value Through PR Perspective

Dentsu Unveils 'PR HANABI': A New Framework for Corporate Value Creation

Dentsu PR Consulting and Dentsu Inc. have come together to develop an innovative framework known as 'PR HANABI', which is designed to support the creation of corporate value from a public relations perspective. This initiative falls under the newly established 'PR×CR UNIT', aimed at conceptualizing new activities for companies and projects by generating a core idea based on PR insights. The name 'PR HANABI' draws an analogy to fireworks, symbolizing the bright and expansive potential for corporate messages to resonate widely across society.

The Concept Behind 'PR HANABI'

'PR HANABI' emphasizes the intersection of a company's vision and societal interests through a unique approach that explores six critical perspectives. These perspectives - Heart, Air, No, Answer, Bold, and Involvement - serve as guiding principles to craft core ideas that can spark engagement and communication. This framework is intended not only as a conceptual tool but also as an actionable guide for businesses looking to innovate and connect with their audiences.

The 6 Perspectives Explained

1. Heart: This perspective focuses on the essence of a company or project. It encourages delving into the fundamental passion or drive that inspires a business's operations. By identifying their core motivations, companies can initiate distinct and meaningful actions.

2. Air: Companies are invited to analyze contemporary societal trends and feelings, seeking a relevant reason to act. By understanding current sentiments, organizations can better plan their actions to align with public expectations.

3. No: This perspective challenges conventional wisdom and encourages businesses to identify inherent doubts or discontent within accepted norms. By addressing these uncomfortable truths, companies can unlock groundbreaking and innovative responses.

4. Answer: Here, the goal is to articulate the company's unique responses to the identified issues. Rather than remaining theoretical, businesses are urged to translate their responses into concrete proposals and visible actions.

5. Bold: Companies are encouraged to embrace audacity—to step beyond traditional parameters and challenge existing norms. Such bold initiatives can capture attention and engage potential audiences significantly.

6. Involvement: This last perspective centers on creating an inviting environment where audiences feel compelled to participate. Companies are motivated to design experiences that promote collaborative engagement, leading to broader societal impact.

The Two-Step Approach to PR Design

The 'PR HANABI' framework is designed to work in tandem with a traditional public relations model known as 'PR IMPAKT®'. Together, these approaches offer a comprehensive plan for innovative corporate communication spanning the entirety of idea creation to full-scale implementation.

- STEP 1: PR HANABI (0→1 - Core Idea Creation): This initial phase involves using the six perspectives to generate core ideas for projects or business activities.

- STEP 2: PR IMPAKT® (1→100 - Project Expansion and Information Design): Here, companies can validate and refine their ideas based on factors that enhance news value, further disseminating these innovative concepts into the market.

Launching 'Tukuru PR' Website

On the same day, the 'Tukuru PR' website was launched to offer insights into the foundational philosophies, benefits, and specific elements of 'PR HANABI'. This platform is anticipated to become a launching point for collaboration between businesses and projects, facilitating new opportunities for creative engagement.

Through 'PR HANABI' and the 'Tukuru PR' initiative, Dentsu aims to redefine the landscape of public relations by fostering new connections between companies and societal needs. This innovative approach signifies a commitment to enhancing corporate value while addressing the complexities of modern consumer expectations.

As Dentsu continues to explore the dynamic relationship between PR and corporate activity, its focus remains on facilitating the impactful development of ideas that resonate with both companies and the communities they serve.