Despite its rapid economic development, Japan lacks a large public relations industry and its role is viewed very differently from its Western counterparts. PR functions are handled predominantly in-house and a degree in a PR field is not a hiring requirement for those agencies which do operate. Mainstream PR history focusses entirely on its organizational aspects, and there are no Japanese PR "gurus" defining the field.
Public Relations in Japan is the first in-depth scholarly discussion of what political, social and economic conditions affected the development of PR in Japan. Drawing on historical and empirical studies from multiple perspectives, it explores how and why public relations management and education in Japan is fundamentally informed by Japanese working practices. Central to this is the culture of lifetime employment which has created a fundamentally generalist approach to PR practice which discourages a high degree of professionalization.
Introduction: Culture of lifetime employment and the history of Japanese PR Chapter 1: History in Brief Chapter 2: The Democratization of Japan and the Introduction of American PR Chapter 3: Public Relations by a Local Government: 150 years of Tokyo’s PR Chapter 4: History of Internal Communications in Japanese Companies Chapter 5: (Under-) Development of PR Industry and Profession Chapter 6: A Tale of Two Professionalisms: Human resource management (HRM) and PR function of Japanese companies Chapter 7: Impacts of Crises on Public Relations 2007–2017: The "Lehman Shock" and the Great East Japan Earthquake Chapter 8: Current situation of corporate public relations in Japan: An attempt to assess comprehensive public relations activities from eight aspects Concluding Remarks: How general are we? Appendix 1: Glossary of Key Terms Appendix 2: Chronology of PR in Japan 1861-2017 Appendix 3: Note on Japanese Employment Practices