Public Affairs Strategies: Controlling Markets through Rule Making


Takeo Nishitani, Japanese representative of DUJAT recently published his book  in Japanese by Toyo Keizai, Inc. (publisher of Oriental Economist), Tokyo, Japan

  • To order online, please click here
  • To read the summery in English, click here

 

Table of Contents

Chapter 1. Why do we need public affairs strategies today?

  • · Why does Japan continue losing on the global stage?
  • · Definition of public affairs strategy
  • · Japan’s diminishing competitiveness
  • · Japan’s forced acceptance of unequal treaties
  • · Holding down competitors is a common strategy in the global market
  • · Why have public affairs strategies become necessary?
  • · Participation in rule making: three objectives of public affairs strategies

– Offensive measures to earn profits

– Defensive measures to protect profits

– Crisis management to minimize losses

  • · Demonstrating responsibility through corporate citizenship and vision through public affairs
  • · Cases of successful public affairs strategies

 

Chapter 2. Increasing importance of public affairs strategies

  • · What is happening in the world today?
  • · Competition to make the rules has gone global
  • · Technology is not enough: Winning requires control of rules
  • · Employing soft-power management
  • · Supporting  chain vulnerability through public affairs strategies
  • · Tough global strategies taken by newly advancing countries
  • · Cases of rule-making competition in China
  • · How are rules exploited in the United States, where public affairs is most advanced?
  • · Case: Rule making for procurement of telecommunications equipment
  • · Japan’s shrinking opportunities

 

Chapter 3. Development of public affairs strategies and execution systems

  • · How to deploy public affairs in your company
  • · Establishing an early-warning system and public affairs division
  • · Public affairs execution via the plan, do, check and action (PDCA) cycle
  • · Who is suited to public affairs activities??
  • · Systematic training of public affairs personnel
  • · Hiring public affairs consultants
  • · Roles of public affairs division in a company
  • · Public affairs strategy creation

1.  Information gathering and analysis

2. Setting goals

3. Target audiences and prioritization

4. Communication messages

5. Talking points and position papers

6. Finalizing basic strategies and activity programs

7. Study groups, forums and conferences, and third-party involvement

Chapter 4. Execution of public affairs strategies

  • · Basics of public affairs strategies: Target audiences and how to approach them
  • · Meeting with target audiences: Setting appointments, places to meet and effective message delivery
  • · Forming credible and lasting connections for public affairs strategies
  • · Involving advocates: Symposiums, round tables and forums, grassroots/letter campaigns, academics, think tanks, researchers and academic studies and papers
  • · Disseminating messages: advisory committees, public hearings, media and Internet
  • · Creating synergy between corporate strategies and public policies

Chapter 5. Public affairs trends and features in major markets

  • · Keys to public affairs in EU

– Public affairs environment in EU; Unique legal structures and legislative processes; Characteristics of decision making; Domino effect of laws in EU countries; Hints for success

  • · Keys to public affairs in U.S.

– Public affairs environment in U.S.; Legislative processes for laws and regulations; Characteristics of public affairs strategies in U.S.; Critically important activities for congressional committees; Using media and think tanks

  • · Keys to public affairs in China

– Public affairs environment in China; Legislative processes for laws and administrative rules; Inevitabilities of public affairs in China; Gaining national  treatment  through  CSR programs

  • · Keys to public affairs in Japan

– Public affairs environment in Japan; Legislative processes for laws and regulations; Bureaucratic control of rule making; Synchronization of rule making to budgetary calendars; Essential points of public affairs activities in Japan

 

References

 

(November 25, 2011)

 

 

Public Affairs Strategies:  Controlling Markets through Rule Making

 

Written by Takeo Nishitani, Chairman, Weber Shandwick Worldwide, Japan

Published in Japanese by Toyo Keizai, Inc. (publisher of Oriental Economist), Tokyo, Japan

 

Table of Contents

Chapter 1. Why do we need public affairs strategies today?

  • · Why does Japan continue losing on the global stage?
  • · Definition of public affairs strategy
  • · Japan’s diminishing competitiveness
  • · Japan’s forced acceptance of unequal treaties
  • · Holding down competitors is a common strategy in the global market
  • · Why have public affairs strategies become necessary?
  • · Participation in rule making: three objectives of public affairs strategies

– Offensive measures to earn profits

– Defensive measures to protect profits

– Crisis management to minimize losses

  • · Demonstrating responsibility through corporate citizenship and vision through public affairs
  • · Cases of successful public affairs strategies

 

Chapter 2. Increasing importance of public affairs strategies

  • · What is happening in the world today?
  • · Competition to make the rules has gone global
  • · Technology is not enough: Winning requires control of rules
  • · Employing soft-power management
  • · Supporting  chain vulnerability through public affairs strategies
  • · Tough global strategies taken by newly advancing countries
  • · Cases of rule-making competition in China
  • · How are rules exploited in the United States, where public affairs is most advanced?
  • · Case: Rule making for procurement of telecommunications equipment
  • · Japan’s shrinking opportunities

 

Chapter 3. Development of public affairs strategies and execution systems

  • · How to deploy public affairs in your company
  • · Establishing an early-warning system and public affairs division
  • · Public affairs execution via the plan, do, check and action (PDCA) cycle
  • · Who is suited to public affairs activities??
  • · Systematic training of public affairs personnel
  • · Hiring public affairs consultants
  • · Roles of public affairs division in a company
  • · Public affairs strategy creation

1.  Information gathering and analysis

2. Setting goals

3. Target audiences and prioritization

4. Communication messages

5. Talking points and position papers

6. Finalizing basic strategies and activity programs

7. Study groups, forums and conferences, and third-party involvement

Chapter 4. Execution of public affairs strategies

  • · Basics of public affairs strategies: Target audiences and how to approach them
  • · Meeting with target audiences: Setting appointments, places to meet and effective message delivery
  • · Forming credible and lasting connections for public affairs strategies
  • · Involving advocates: Symposiums, round tables and forums, grassroots/letter campaigns, academics, think tanks, researchers and academic studies and papers
  • · Disseminating messages: advisory committees, public hearings, media and Internet
  • · Creating synergy between corporate strategies and public policies

Chapter 5. Public affairs trends and features in major markets

  • · Keys to public affairs in EU

– Public affairs environment in EU; Unique legal structures and legislative processes; Characteristics of decision making; Domino effect of laws in EU countries; Hints for success

  • · Keys to public affairs in U.S.

– Public affairs environment in U.S.; Legislative processes for laws and regulations; Characteristics of public affairs strategies in U.S.; Critically important activities for congressional committees; Using media and think tanks

  • · Keys to public affairs in China

– Public affairs environment in China; Legislative processes for laws and administrative rules; Inevitabilities of public affairs in China; Gaining national  treatment  through  CSR programs

  • · Keys to public affairs in Japan

– Public affairs environment in Japan; Legislative processes for laws and regulations; Bureaucratic control of rule making; Synchronization of rule making to budgetary calendars; Essential points of public affairs activities in Japan