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Research on Organizational Strategy Through Public Relations, Marketing, and CSR
Based on media and social media strategy
In recent years, dramatic changes in consumers and the business environment have made it difficult to increase the effectiveness of traditional management techniques. Against the backdrop of declining effectiveness of media, marketing and brand appeal, we are researching new public relations strategies to build good relationships between organizations and society in difficult times.
Research
Public relations strategies in general are mainly information strategies to achieve media coverage of the news, and media effect theory methods have often been used for public relations effectiveness. Based on the premise that consumers are changing from a single-value orientation to a diverse/multiple-value orientation, and that the media are changing from mass media to online and social media, and in consideration of the current social environment, research on the CSR strategies of organizations has gradually been increasing in weight recently.
CSR is mainly divided into defense, which comprises compliance and governance, and offense, which is aimed to improve the image of an organization that contributes to management through strategic social contribution. Depending on the company size, type of business and other factors, practical strategies of small and medium-sized companies and large corporations may differ slightly, but a proper balance between the defense and offense areas is required.Naoya Ito Specially Appointed Professor
