The Shift in Corporate Advertising and Public Relations Strategies Unveiled in Recent Survey

In the rapidly evolving landscape of digital marketing, companies are adapting their advertising and public relations strategies to resonate with changing consumer behaviors. A recent survey conducted by "Ebichoco Corporation" sheds light on the budgeting priorities and perceptions of PR effectiveness among corporate leaders, highlighting significant trends affecting businesses today.

Overview of the Survey

Conducted from June 16 to 17, 2026, the survey targeted 300 executives and leaders who are well-versed in their company’s PR activities. An internet-based approach gathered insights on how advertising expenditures are allocated and the perceived effectiveness of various PR tactics. The key findings offer a glimpse into how corporations are navigating advertising investments amidst a diversifying media landscape.

Findings

1. Advertising Budget Distribution
Among the surveyed executives, the majority reported an advertising budget of under ¥1 million (29.0%), while more than 11% indicated spending over ¥300 million. This variation underscores a stark contrast between small-to-medium enterprises, which often prioritize cost-efficient methods, and larger firms that maintain significant advertising investments.

2. SNS Advertising Dominates
The survey revealed that the leading allocation for advertising expenditure was SNS advertising, accounting for 23.3% of responses. Close behind were listing services at 18.0%, showcasing a clear shift from traditional mass media, such as television and newspaper ads (10.0% and 10.3% respectively), towards more targeted, measurable digital advertising strategies.

3. Public Relations Budget Insights
When examining external PR funding, the highest reported expenditure was again below ¥100,000 (16.7%). Notably, 16.3% of firms reported spending over ¥30 million on PR activities. This illustrates a similar disparity in PR budgets as seen in advertising, revealing a tendency for companies to maximize impact with limited resources.

4. Press Releases Ranked Highest in Effectiveness
When asked about the most effective PR strategies, 25.3% cited press releases as their top choice, followed by SNS management at 20.3%. These figures indicate a growing recognition of the value of press releases as a strategic tool for broad information dissemination with minimal investment.

5. Anticipated Budget Increases
Looking forward, 40.6% of companies plan to increase their advertising budget, while 37.3% intend to boost their PR spending. With over half of the organizations maintaining their current expenditure, it's evident that there remains a strong commitment towards enhancing information dissemination efforts, reflecting a recognition of the critical role advertising and public relations play in achieving business objectives.

Conclusion

The survey shows a definitive preference for SNS advertising among corporate spenders, while press releases are highly valued for their cost-effectiveness and reach. As businesses continue to allocate significant resources to both traditional and digital media, they face the challenge of integrating short-term engagement strategies with long-term brand development.
Moving forward, a balanced approach that combines effective digital advertising with traditional methods such as press releases will be crucial for creating a cohesive corporate communication strategy. As leaders in PR, we at Ebichoco Corporation are committed to helping our clients effectively communicate and enhance their brand presence in the market.

With our foundation rooted in understanding the complex dynamics between consumers and businesses, we aim to catalyze innovation and drive growth aligned with our clients' aspirations.
For further inquiries and partnership opportunities, please reach out to us.

Company Profile

Company Name: Ebichoco Corporation
Headquarters: 7-7-26 Nishi-Shinjuku, Shinjuku-Ku, Tokyo
CEO: Ryuta Sugawara
Founded: November 2020
Business Activities: Event planning and management, ticket sales, advertising services, and PR consultancy
Website: https://ebichoco.com/