#Japan #Osaka #Student Engagement #Sankei Shimbun #Osaka Education University

Engaging Young Minds: Sankei Shimbun's Innovative PR Effort

On April 9th, 2023, Sankei Shimbun took a significant step to connect with the younger generation by distributing promotional materials at the entrance ceremony of Osaka Education University. This initiative sought to spark interest in newspapers among young people, a demographic known for its limited engagement with traditional print media.

The project was a collaboration between the Osaka headquarters' sales department and local vendors from Fujidera and Kashiwara cities, who joined forces to share the unique appeal of Sankei Shimbun with first-year students and their parents.

At the entrance ceremony, enthusiastic interns from the company presented bundles of PR flyers, along with the morning edition of the newspaper, promoting the day’s events and engaging narratives. A total of 500 packets were prepared for distribution, which drew interest from students and families alike. Observational reports indicated that many students, some of whom had never read a newspaper before, were intrigued enough to unfold and engage with the material on the spot.

Conversations around the distribution revealed varied reactions. While some students openly admitted to having little experience with newspapers, acknowledging comments such as, "I have never read a newspaper before," parents expressed appreciation, noting that the day's paper would serve as a cherished memento. One parent was heard asking, "Can we take one for my child as well?" which showcased the value families placed on the printed news items handed out that day.

Yukitoku Iwakiri, the manager of the Fujidera branch, commented on the experience: "This was our first time promoting directly to university students, and it has been a fantastic opportunity. I sincerely hope that this initiative encourages more individuals to become fans of Sankei Shimbun, and it motivates us to excel in our operations."

Furthermore, Akifumi Tsuruta, manager of the Kashiwara branch, reflected on the enthusiasm observed during the event, highlighting that many students were unfamiliar with reading newspapers, yet recognized the brand’s name. He expressed hope that the initiative would serve as a gateway for these students to begin interacting with print media. He also emphasized the importance of encouraging future educators—many of whom were present at the ceremony—to utilize newspapers in their teaching practices.

The atmosphere at the entrance ceremony was one of curiosity and excitement, with many students being introduced to the world of newspapers for possibly the first time. As the event unfolded, it became clear that Sankei Shimbun's efforts could potentially redefine how younger generations engage with news media.

In conclusion, this initiative by Sankei Shimbun exemplifies a proactive approach to bridging the gap between traditional media and contemporary audiences, particularly younger ones. By fostering early connections with new students, the company hopes to cultivate a renewed interest in journalism and the significance of staying informed through newspapers. This endeavor not only supports the growth of an informed society but also paves the way for a new generation of readers eager to engage with the printed word.