The Campaign

Japan's Prime Minister’s Office’s (PMO) Global Communications team (GCT) met for the very first time in August 2010. Little did they know their biggest communications challenge was just around the corner. March 11, 2011 - Japan was struck by the most powerful earthquake in its history, resulting in a devastating tsunami and throwing the country into an unprecedented crisis. Speculation was rife and information often difficult to come by, but while they tackled crisis response, the team never lost sight of their raison d’être – improving Japan’s image internationally. In the months following the earthquake, the GCT provided international media an unprecedented degree of access, shaking off Japan’s reputation as a dinosaur in the age of digital connectivity and re-assuring the world that Japan was safe and open for business while setting the stage for telling the real story of Japan’s revitalization. As the country picked itself back up, the GCT began a public affairs campaign to rebuild the country’s image, raising global awareness of Japan’s modern vision. Faced with the sympathetic but uncompromising lenses of the world’s media, the GCT went far beyond the usual ‘Crisis Management’ cliché to create a self-sustaining legacy of coverage that was remarkably pro-Japan.

The Brief

The goal was single-minded but challenging: protecting and re-shaping Japan’s global reputation. The GCT worked to align a consistent and clear message across all governmental departments and politicians, whilst dispelling rumors and myths in the process. The long-term priority was to shift focus away from the crisis and raise global awareness of Japan’s revitalization. Through research and analysis (quantitative consumer and business-based surveys combined with opinion-leader interviews and focus groups), the GCT steeped themselves in the feelings of the Japanese people and became attuned to the ever-shifting sentiments of the international media, enabling their move from reactionary to pro-active storytelling.

Results

While Japan may have been criticized for aspects of its communication in the wake of this disaster, Shikata and his team were an oasis of calm, giving international media more access to Japan than ever before. The resulting media coverage was invariably sympathetic of the earthquake’s effects and provided a generally optimistic outlook on the recovery process. Japan’s presence at numerous international events was met with support and good-will. Japan’s determination to revitalize was widely applauded. As Mure Dickie, the Financial Times Bureau Chief summed up, “Japanese spokespeople often struggle in their dealings with international media, but Noriyuki Shikata is a definite exception. Faced with the extraordinary challenge of the disaster … he has been a tireless and effective communicator for the government. Mr. Shikata has also been able to markedly improve relations between international news organizations and the Prime Minister’s Office, to the benefit of both.”

Execution

Noriyuki Shikata had to be prepared to face the torrent of media briefings and interviews with journalists from around the world. The scrutiny of pros like Anderson Cooper exemplified the need for a strong and consistent narrative. Complementing regular media activities, the GCT launched an official Twitter account and Facebook page and instigated an overhaul of the website to bolster the PMO’s online credentials and use all available avenues to tell Japan’s story. At the World Economic Forum’s Davos summits, Prime Minister Noda addressed participants via video feed and hosted “Japan Night” events. This was aided by the celebrity influence of Ken Watanabe, who explained how Japan’s culture gave hope and inspiration. The earthquake’s first anniversary provided a further opportunity for reflection. Activities included a thoughtful opinion piece by Prime Minister Noda published in the Washington Post, and a briefing session for international media by the Prime Minister in Tokyo.

The Situation

In 2011 the GCT was still a fledgling initiative. Led by Noriyuki Shikata, a forward-thinking diplomat from the Ministry of Foreign Affairs (MOFA), and seasoned marketing professional Yoshimitsu Kaji, previously with Nissan, it consisted of MOFA secondees, and private-sector experts from major businesses and law firms. Media coverage about post-earthquake Japan was often sensationalist and misleading, fuelling unnecessary panic and potentially damaging Japan’s reputation. Coupled with the potential for Japan’s message to get “lost in translation,” this made for a toxic combination. A major shift in the communications approach was needed to mitigate potential damage. The GCT led the way.

The Strategy

Protecting and re-shaping Japan’s global reputation required a twofold strategy, which began mid-year: creating channels for timely, clear and concise information while also pro-actively engaging with media and third-party influencers to correct misperceptions and tell the story of the real Japan. A key element was to utilize both traditional and social media to reach out to global audiences; targeting not just traditional Japan-watchers and sushi lovers, but also creating an interest in Japan among new audiences worldwide. Transitioning between crisis and proactive communications, work began to promote Japan’s long-term message of recovery and revitalization on a global stage. The GCT leveraged major international events to forge connections with third parties who could become ambassadors for Japan, amplifying its global message and enhancing its image worldwide. As a result, messages became more forward-looking and demonstrated to the international community that Japan has much to offer.