In March 2014, the in-house multi-national editing team convened to discuss revising the content and design of “Communicating”, with the aim of publishing the seventh edition in October. This latest update was to be one of the most extensive yet, reflecting the many changes in the Japanese media landscape since the sixth edition in 2007. New case studies gathered from foreign corporations in Japan were included, along with recent market trends and regulation changes affecting PR practices in Japan.

Alongside the written content, a new emphasis was placed on the look of the guide, incorporating cover design, typography, and paper quality. The bold typography on the cover dividing the word COM-MUNI-CAT-ING unusually into four reflects the content by implying a different approach to communications. The use of matte and uncoated paper stock, sans serif font and white space with limited use of red and silver accents conveys a Japanese design aesthetic – both visually and texturally. A simple layout makes it easy to read. Keeping the font variations and sizes to a minimum, using equal word spacing and simplifying the graphic elements enables the hierarchy of the content to be clearly visible and a large amount of information easily accessible.

The seventh edition of “Communicating: A Guide to PR in Japan” has been extremely well-received since being published in October 2014. Not produced for commercial sale, the guide is instead provided free of charge to existing and potential clients and partners. Initially, 800 copies were printed, with 400 of these having already been distributed on request as of February 2015, despite being written in a foreign language in a country where English is not commonly spoken. The reputation of the guide has spread to the extent that even rival agencies have requested copies. In Japanese companies also, it is a valued resource for growing numbers of non-Japanese staff and native PR managers who use it to explain matters to their non-Japanese superiors.

Paul Holmes, editor-in-chief of the Holmes Report, the leading PR trade media, says it “serves as a great guidebook for anyone entering the Japanese market…and anyone managing PR (in Japan).” Meanwhile, Clarke L. Caywood, Ph.D., Professor of Integrated Marketing Communications at Northwestern University, USA, commented on the book ” every marketing professional should have a copy on hand! It is bound to be an award winning book and the subject of conversations at meetings and work.”