Guest Contributor, Meredith Uchida, writes about Japanese PR firm, Arex and their global push to make a name for themselves outside of Japan.
I currently work for Arex Corporation, a Japanese PR consulting firm specializing in media relations and crisis communications. For about 3 years I lived in Japan, first to get an MBA degree and then to go on to have my first experience working for a Japanese firm. Since I’ve returned to the U.S., I continue to work for Arex although my job responsibilities are slightly different. In Japan, I was responsible for a helping to manage the day to day PR activities. And now that I am in the U.S., I have taken on a more strategic and consultative position on how Arex can expand its customer base.
A small company of about 20 employees, I was the only foreigner in the Tokyo based office. Many of Arex’s clients are American or English-speaking companies in Japan. My responsibilities included managing these English speaking clients, whether it was assisting in pitches to potential new clients, or reviewing documents such as press releases or presentations. I also conducted Business English classes for Arex employees to improve their business level speaking and writing skills. Arex recognized the importance of employees being proficient in the language in order to do business in a global setting and to better serve its English speaking clients.
During my first week on the job, Arex conducted a press conference for a leading mobile phone provider at a posh restaurant in the heart of Tokyo. I also participated in media and crisis trainings for executives. We provided a training session for a newly appointed top executive of a European company who was not familiar with the Japanese media or had yet to interview with a Japanese reporter.
The training included providing information on Japanese media and helpful tips on dealing with them, as well as a detailed strategy session to fully develop key messages. Additionally, we conducted mock interview sessions complete with video cameras and reporters to prepare the executive on how to handle pressure under the spotlight.
Perhaps my most memorable experience was traveling to Malaysia to hold a press conference for a large Japanese chemical company. This was complex in that both local and Japanese media were invited to the event—making it necessary to create press kits and hold presentations in both Japanese and English. This example demonstrates that not only is Arex relevant for American/European companies who are entering or already in the Japanese market, but also for Japanese companies who are expanding outside of Japan.
A couple of months ago, I relocated to the Raleigh, North Carolina area. Because Arex is seeking to expand its U.S. client base, I am responsible for researching and contacting local companies that intend to market in Japan and may need the services of a Japanese PR firm.
PR in Japan is completely different than in the U.S. or Europe, requiring a PR firm that has strong ties with the media in order to penetrate the Japanese press clubs. In order to successfully conduct PR activities, U.S. companies need the services of a PR firm that has the solid media relations and know-how of the local Japan market.
There are many global PR giants with Japanese subsidiaries; however, Arex’s competitive edge is its strong ties with the local media. Furthermore, advanced clients who have extensive experience working with PR agents recognize that big name PR companies may not always provide the best solutions or services; that small firms like Arex are able to provide more specialized and better services than those global giants in some specific fields or industries.
This is why it is important for companies such as Arex to focus not just on clients within Japan, but also internationally.
Even though Arex is not a large company, it is an example of how companies should take action to be at the forefront of the globalizing world.
By providing English training for its employees, hiring foreigners such as myself into its office, and now having a resource in the U.S. to assist them with bringing on more foreign clients, I believe Arex is taking important steps that will put them in the forefront of the growing trend of smaller Japanese companies that recognize the need to expand and do business globally. _______________________________________________________________________________________
Meredith Uchida is a consultant at Arex Corporation with responsibility for the North American region. She is a recent MBA graduate of Waseda University, and has prior work experience in HR and marketing. She currently resides in Raleigh, NC.
Arex is a full service PR firm with experience working with Japanese, American & European clients from a wide range of business sectors including IT, chemical, finance and pharmaceuticals. For more information about the company, please visit www.arex-corp.com or e-mail: m-uchida@arex-corp.com
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