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Empirical research on development and effective execution of public relations and communication functions of Japanese companies

Research Project

Project/Area Number 16K03803
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Management
Research InstitutionHokkaido University

Principal Investigator

Miyabe Junichiro  北海道大学, メディア・コミュニケーション研究院, 研究員 (60374641)

Research Collaborator Yamamura Koichi  
Project Period (FY) 2016-04-01 – 2019-03-31
Project Status Completed (Fiscal Year 2018)
Budget Amount *help
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2018: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2017: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2016: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Keywords広報 / コーポレート・コミュニケーション / 広報マネジャー / 企業内キャリア / プロフェッショナリズム / 広報実務の国際比較 / 戦略実行 / コーポレートコミュニケーション / 広報組織 / 組織コミュニケーション / レピュテーション / 人的資源 / 組織知 / 広報戦略 / 広報人材
Outline of Final Research Achievements

The following three results were obtained from this research regarding the public relations and communication functions of Japanese companies. 1) Corporate PR in Japan is generalist PR. The career of a Japanese public relations manager differs from the career of a public relations practitioner in Europe and the United States, and is not closed in the field of public relations and communication. 2) As an extension of the Japanese-style public relations model, PR function is possible to contribute to the development of senior managers in company-wide management. Starting from the observation that many Japanese PR managers extend their careers to top management positions, we proposed a not-Japan-specific model of corporate executive candidate training model based on a reexamination of the nature of the public relations function. 3) We identified the characteristics of Japanese PR practitioners from a survey of practitioners in 23 countries in the Asia-Pacific region.

Academic Significance and Societal Importance of the Research Achievements

広報・コミュニケーション機能は企業経営の中で重要な意味を持つことは、近年認識が深まっている。しかし、企業の存続に関わるような機能であるにもかかわらずこの機能を包括的に捉える研究は多くない。本研究は、広報・コミュニケーション機能を担う組織と人材に焦点を当てて、印象論ではなく定量的に状況を捉え、そこから日本型広報モデルと言うべきモデルを提示したところに学術的意義がある。この研究での実証的アプローチは、実務家にとって企業の中での位置付けを考える基礎となるものであり、またグローバルな展開の中で自身の現状を相対化して考える切っ掛けとなるものである。

Report

(4 results)
  • 2018 Annual Research Report   Final Research Report ( PDF )
  • 2017 Research-status Report
  • 2016 Research-status Report
  • Research Products

    (10 results)

All 2019 2018 2017 2016 Other

All Int'l Joint Research (1 results) Presentation (8 results) (of which Int'l Joint Research: 3 results) Book (1 results)

  • [Int'l Joint Research] University of Leipzig(ドイツ)

    • Related Report
      2018 Annual Research Report
  • [Presentation] PR function’s potential in fostering of corporate executives2019

    • Author(s)
      Junichiro Miyabe & Koichi Yamamura
    • Organizer
      22nd International Public Relations Research Conference
    • Related Report
      2018 Annual Research Report
    • Int'l Joint Research
  • [Presentation] IPRRC21にみる広報研究のいま2018

    • Author(s)
      宮部潤一郎
    • Organizer
      日本広報学会広報研究深化・交流部会
    • Related Report
      2018 Annual Research Report
  • [Presentation] グローバル調査の中の日本の広報 ――2回のAPCMから見えること――2018

    • Author(s)
      宮部潤一郎・Zerfass, Ansgar
    • Organizer
      日本広報学会研究発表全国大会
    • Related Report
      2018 Annual Research Report
  • [Presentation] PR技術と自社事業の深い理解のどちらが重要か2018

    • Author(s)
      宮部潤一郎
    • Organizer
      日本広報学会研究発表全国大会
    • Related Report
      2018 Annual Research Report
  • [Presentation] 広報スキルか自社業務の深い理解か ――広報機能の効果的実施に向けた人材要件を考える――2018

    • Author(s)
      宮部潤一郎
    • Organizer
      日本広報学会広報理論深化・交流部会
    • Related Report
      2017 Research-status Report
  • [Presentation] Which is more important, PR skills or understanding your business? - An attempt to assess value of Japanese corporate PR managers -2018

    • Author(s)
      Miyabe, Junichiro & Yamamura, Koichi
    • Organizer
      21st International Public Relations Research Conference
    • Related Report
      2017 Research-status Report
    • Int'l Joint Research
  • [Presentation] PR Managers in Japanese Corporations: A Preliminary Study on How Life-long Employment System Affects PR/Communication Function.2017

    • Author(s)
      Junichiro MIYABE & Koichi YAMAMURA
    • Organizer
      20th International Public Relations Reseach Confernce
    • Place of Presentation
      米国フロリダ州オーランド市
    • Year and Date
      2017-03-09
    • Related Report
      2016 Research-status Report
    • Int'l Joint Research
  • [Presentation] 日本の広報の普遍性と特殊性の解明に向けて2016

    • Author(s)
      宮部潤一郎
    • Organizer
      日本広報学会グローバル理論研究部会
    • Place of Presentation
      大正大学
    • Year and Date
      2016-12-03
    • Related Report
      2016 Research-status Report
  • [Book] Public Relations in Japan: Evolution of communication management in a culture of lifetime employment2018

    • Author(s)
      Kunieda, T., Yamamura, K. & Miyabe, J.
    • Total Pages
      185
    • Publisher
      Routledge
    • ISBN
      9781138634763
    • Related Report
      2018 Annual Research Report

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Published: 2016-04-21   Modified: 2020-03-30  

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