#SNS Marketing #JA #Reiwa PR

Empowering JA Officials in Fan Engagement through SNS

On January 23, 2023, Reiwa PR, a PR consultancy based in Shinjuku, Tokyo, led a seminar aimed at educating Japan Agricultural Cooperatives (JA) public relations representatives on the importance of utilizing social media for fan engagement. Under the vision of accelerating management through public relations, CEO Mika Ozawa was invited as a speaker at the second JA Public Relations Exchange Meeting held by the National Agricultural Co-operative Association of Japan (JA Zenchu).

Context of the Event

In today’s information-saturated environment, organizations must transition from merely broadcasting information to engaging in fan-building. This shift is particularly vital for JAs that focus on community-based activities. Establishing a fan base is crucial for enhancing recruitment, boosting sales, and strengthening organizational branding. During the seminar, Ozawa addressed approximately 50 participants from various JA-related organizations, providing insights on how to create fans through social media and implement strategic communication.

Structure of the Seminar

The seminar was structured into three main components: lectures, workshops, and presentation feedback sessions.

Lecture: Key Points in SNS Utilization and Fan Building

Ozawa opened the session with an extensive lecture covering fundamental PR concepts, branding essentials, and the latest trends in social media. She showcased various case studies from different companies, highlighting how to transform negative perceptions into positive narratives via public relations strategies. The lecture also delved into utilizing platforms like TikTok, Twitter (X), Podcasts, and LINE, emphasizing the need to leverage each platform's unique characteristics effectively. Furthermore, the power of user-generated content (UGC) was explored as an essential method for fostering engagement.

Workshop: Redefining JA's Appeal

In the workshop segment, participants were divided into groups to reevaluate JA’s strengths and develop their own PR strategies. Guided by Ozawa, they addressed real-world challenges and shifted their perspectives from information dissemination to creating dialogues with their fans. The workshops encouraged participants to articulate why each strategy was necessary, effectively mapping their ideas into a coherent communication plan.

Presentation and Feedback: Direct Guidance on Strategic Plans

Each group presented its proposed public relations plan, receiving constructive feedback from Ozawa. She provided critical insights on the compatibility of their strategies with the unique traits of social media, evaluating whether their posts incorporated meaningful narratives or