A new trend in communication? If you’ve ever heard of “Craft PR,” raise your hand!

We are now in an era that demands true advertising and PR—or, in other words, the essential collaboration and fusion of creativity and PR. Osamu Iguchi of Dentsu Inc. Public Relations and Reietsu Hashimoto, a creative at Dentsu Inc., discussed “dentsu CRAFTPR Laboratory,” which was launched to offer innovative proposals in this new phase.

From left: Reietsu Hashimoto of Dentsu Inc.; Osamu Iguchi of Dentsu Public Relations

Q: Where does the term “Craft PR” come from?

Iguchi: I wrote, “If you’ve heard this before, raise your hand,” but since it’s a coined term, I’m guessing no one raised their hand, right?(Laughs) Actually, this comes from the 2019 Cannes Lions, where the chair of the PR jury said, “PR is a Craft, Not a Channel.” I think there are various interpretations of what that means, but we took it to mean that “the main battlefield of PR isn’t limited to approaches via third parties, including the media.” It’s not about those “limited channels.”

Lately, while interest in PR is growing, a one-dimensional understanding that “PR = publicity” has become widespread, and honestly, I think, “This is dangerous.”“Publicity” is just one technique within PR. PR involves utilizing a variety of solutions—including advertising—to foster understanding and empathy among consumers and society, and to guide them toward the ultimate goal. I feel that PR should serve as the leader of an integrated communications strategy, so I thought this was an opportunity to dispel such misunderstandings once again and demonstrate new value and approaches.

When the term “Craft” emerged this time—a concept already firmly established in the creative world—we thought, “This might serve as a bridge.” Coincidentally, when I served on the jury at Cannes in 2012, the chair of the PR category had lamented, “The PR industry lacks expressiveness. This is a major point for reflection.” Therefore, PR must make better use of creativity.I felt that right now, with the term “Craft” serving as a catalyst, it’s time to reexamine the “collaboration between creative and PR.”

2019 PR Category Grand Prix: “Tampon Book” (Published with permission from Female Company)

Case Study
The entry was submitted by The Female Company, a German retailer of organic menstrual products, as part of an initiative to push for changes to Germany’s high tax rates on menstrual products.In fact, Germany’s standard VAT rate is very high at 19%, while essential daily necessities such as groceries and tap water, as well as cultural items like newspapers, magazines, and books, are subject to a reduced rate of 7%. On the other hand, items that might be considered “luxury goods”—such as truffles and caviar in the food category, or oil paintings in the cultural category—are also taxed at the lower 7% rate simply because they fall into those categories.

Germans are so accustomed to the inclusive tax system that complaints like “The tax rate on such-and-such is too high!” rarely surface. However, tampons—a women’s menstrual product—had been left behind in this system of contradictory tax rates, subject to the high 19% rate. This initiative was launched to bring this unfair reality to light, spark discussion, and bring about change.

Taking advantage of the fact that books are subject to a 7% sales tax (as they fall under the category of daily necessities), they sold a 46-page book containing 15 tampons to highlight the inconsistency in tax rates. “Now that you mention it, that’s terrible, isn’t it?” Women who realized this raised their voices in unison, and female lawmakers in the parliament where tax rates were being debated also voiced their support, sparking a movement toward tax reform for the first time in 50 years.The number of signatures collected domestically quickly exceeded 170,000, making this a case that has engaged the entire society.

By repositioning menstrual products as books—and using illustrations and other elements to clearly convey that women’s menstrual cycles are a natural part of life—this campaign fully harnesses the power of creativity.

For example, “Tampon Books,” winner of the 2019 PR Grand Prix, is an excellent example of PR, design, and creativity fusing at a high level to achieve a successful outcome.Creativity comes to life here as a means of conveying a story crafted from a PR perspective in a more accessible way. As this example illustrates, I believe we are now in a situation where creatives must constantly consider how they can engage within the overall strategic framework—as partners who share the client’s true philosophy and walk alongside them.

After all, the number of situations where creative professionals are asked to contribute their insights—whether regarding sales strategies, business planning, or even corporate planning—is increasing daily. Amid this trend, there is a growing expectation to reaffirm what is often referred to as a “corporate social purpose” and to propose ways to integrate these principles into communication strategies. As we look toward the next era, our team’s goal is to contribute to our clients by fusing creative and PR efforts—specifically, by working closely with them to define their “ideal future state” and determine the strategic approach needed to realize it.

Q: How exactly do you coordinate and integrate creative and PR efforts in practice?

Hashimoto: Our goal is communication planning that, based on the interests of consumers in society, fuses the messages of information providers—such as companies and organizations—through a “Creative × PR” lens to promote understanding and foster empathy. For example, we’ve been working together for quite some time.Our approach involves bringing together stories crafted from both creative and PR perspectives, thoroughly evaluating everything—from visuals and facts to other elements related to the final output—and then providing the optimal solution.

Originally, the term “Craft” existed in the creative field, referring to the expressive power and quality required to fully convey a message. Similarly, in this project, the term “Craft” was featured in the PR field as well; we defined it as the driving force that integrates all communication initiatives and leads to shifts in awareness and attitudes.

Previously, collaboration between creative and PR was limited to sprinkling elements likely to generate buzz into advertising copy or using PR to amplify video content (to create a buzz). This collaboration aims for something much deeper.

We will grasp the company’s intentions and weave them seamlessly into various forms of communication. This collaboration itself constitutes a strategy and is executed at a higher level, incorporating elements of corporate communications that enhance the company’s favorability. We will realize this organic collaboration and integration at the very top level of planning.

Q: Could you tell us about your future schedule of activities?

Iguchi: First, to raise awareness of the “Craft PR” concept, we’ll be tackling actual projects while examining case studies from both Japan and abroad. We look forward to hearing from people in various fields—including clients and sales representatives interested in this concept, as well as creators, marketers, and PR professionals.

Our goal isn’t just the immediate tasks at hand, but the evolution of these professional fields. We aim to be in a position where, while working on day-to-day projects, we understand the current shifts in marketing and put into practice communication planning that responds to them. Furthermore, by analyzing the case studies that accumulate day by day, we hope to continuously share the ideal team structures and planning processes for advancing “Craft PR” initiatives.

The “Craft PR” website

Hashimoto: Although “dentsu CRAFTPR Laboratory” takes the form of a lab, our work doesn’t end with research. We’ll develop a spiral process of accumulating insights based on our daily efforts—that is, our practical work—and applying those insights back to our operations.We’ve launched a “Works” site centered on our case studies, so I’d really like everyone to check it out. I think it clearly illustrates each team member’s perspective, approach, and process. You can also contact us directly from there to discuss projects, so please feel free to reach out. I’m confident that even just this initial conversation will leave you with something valuable (laughs).

Contact: offer@craftprlaboratory.com

[dentsu CRAFTPR Laboratory]

Anyone in need of help—raise your hand! I’ll come meet you right away!

dentsu CRAFTPR LABORATORY is a specialized team that, based on a high-level fusion of creativity and PR, offers integrated communication proposals that address clients’ true challenges while taking their social purpose into account. By staying abreast of daily market conditions and the social environment, we incorporate the latest data and societal perspectives to present optimal solutions.