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IPREX TOKYO PARTNER SAYS JAPANESE CRISIS COMMUNICATION WILL CHANGE FOREVER
Communication meltdown during nuclear crisis shows new power of social media and need to adopt international best practices
March 31, 2011
The continuing nuclear crisis in Japan will prompt a change in crisis communication strategy, says Miki Ito, Executive Director of TrainTracks in Tokyo - the Japanese partner in IPREX, the worldwide corporation of independent public relations and communication firms.
Having failed to develop an open relationship with the media based on continuous engagement and hard facts, Tokyo Electric Power Company (TEPCO), the electrical power company that owns the power plant in Fukushima, was in a difficult position when the crisis struck:
"During crucial early press conferences the company did not put forward a key spokesperson and did not set a firm agenda" comments Ms Ito. "This resulted in mixed and ill-coordinated messages. And by using vague language and little specific data, TEPCO failed to convey precise and critical information, which added to confusion among journalists. In turn, this led to considerable fear and anxiety among the public."
She adds that a consequence of this has been a huge upsurge in social media activity, with tools such as Twitter and Facebook enhancing social expression for members of the public, and allowing citizen journalism to flourish.
She traces the TEPCO approach back to the introduction of public relations to Japan 60 years ago by the advertising industry - as a "value-added service" rather than an effective communication methodology.
"Too many Japanese businesses continue to underestimate the power of public relations, and until now have not taken on board lessons learned around the world, especially in crisis communication" claims Ms Ito, who believes that the Japanese communication landscape is already evolving as a result of the nuclear disaster:
"We've all learned a lot about ourselves as a nation that is admirable. And we've also learned about how an open and continuous flow of communication can help individuals and families respond to such extreme adverse events."
About IPREX
IPREX is one of the world's major corporations of independent public relations and communication firms. Founded in 1983, its 67 partners have 88 offices in North and South America, Europe, the Middle East and Asia Pacific, with annual revenues of $140m. Its 1,300 professionals provide a comprehensive range of services for some of the world's most successful companies.
In 2008, 20 senior crisis communication consultants from IPREX co-authored "Crisis Communication: Practical PR strategies for reputation management and company survival" published by Kogan Page, combining an international view of best practices with a "how-to" approach.
