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
Koichi Yamamura, Sekiya Ikari, & Takashi Kenmochi
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?
Tomoki Kunieda, Koichi Yamamura, and Junichiro Miyabe
Appendix 1: Glossary of Key Terms
Appendix 2: Chronology of PR in Japan 1861-2017
Appendix 3: Note on Japanese Employment Practices
Current academic thinking about public relations (PR) and related communication is a lively, expanding marketplace of ideas and many scholars believe that it’s time for its radical approach to be deepened. Routledge New Directions in PR & Communication Research is the forum of choice for this new thinking. Its key strength is its remit, publishing critical and challenging responses to continuities and fractures in contemporary PR thinking and practice, tracking its spread into new geographies and political economies. It questions its contested role in market-orientated, capitalist, liberal democracies around the world, and examines its invasion of all media spaces, old, new, and as yet unenvisaged.
The New Directions series has already published and commissioned diverse original work on topics such as:
We actively invite new contributions and offer academics a welcoming place for the publication of their analyses of a universal, persuasive mindset that lives comfortably in old and new media around the world.