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Media Training: A Must-Have Skill to Build TrustSharpen Your Message, Strengthen Your Brand, and Prepare for Any Question

2025年9月19日 Cosmo Strategy

It is often said that “businesses are public institutions.” The stakeholders surrounding companies have diversified, and businesses now face a wide range of societal demands. Consequently, scrutiny from society is intensifying.

A recent survey¹ asked, “What do consumers consider to be the roles and responsibilities of companies?” revealed the following results: First place was “Providing safe, secure, and high-quality products, services, and technologies at appropriate prices (78%)”; second place was “Taking appropriate action when unforeseen events occur (59%)”; and third place was “Establishing and adhering to corporate ethics aligned with social ethics (56%).” These top three items may seem unrelated at first glance, but they are actually closely interconnected. As numerous real-world examples demonstrate, companies that fail to meet these expectations face severe criticism from society.

Media Influence and Role of Corporate Communications

Media relations in Japan are more complex than they may appear, where relationship-building and timing are crucial. To maximize their influence, it is essential to understand the characteristics of the media and prepare for appropriate communication.

While digital media such as SNS and news apps have grown rapidly in Japan, traditional media, including television, newspapers, and magazines, still wield significant influence. With their long-established trust, information-gathering capabilities, and broad reach, traditional media remain an important source of information, particularly among middle-aged and older demographics and in regional areas. For companies and government agencies, they remain indispensable when disseminating information widely or building brand image. Television, in particular, plays a major role in spreading information and shaping public opinion through its high-rated programs. Newspapers also maintain a loyal readership as trusted information sources, and their influence on politics and the economy cannot be overlooked. Meanwhile, SNS and news apps, with their immediacy and interactivity, especially among younger demographics, have dramatically accelerated the speed and reach of information dissemination.

In addition, Japan’s unique media environment presents distinct challenges for information disseminators. Practices and values, such as the press club system, herd mentality, and the culture of “reading the air”, differ from those overseas. Communicating without understanding these factors risks misunderstandings or backlash. Moreover, as digital and traditional media increasingly collaborate, awareness of information accuracy and reliability is rising.

Fostering Your Own PR Talent

Corporate communications serves as a window on society, playing a vital role in enhancing corporate transparency and fulfilling accountability. A significant portion of this involves disseminating information through the media. Scenarios may include distributing press releases, holding press conferences, conducting media briefings and interviews, or responding to individual media inquiries.

Planning and executing these activities require meticulous preparation, including:

Defining clear objectives and goals to achieve
Identifying the target audience
Clarifying the messages and stories to communicate

It is also essential to clearly identify the company’s strengths, including the competitive advantages of its products, services, and technologies.

At the same time, it is critical to stay attuned to what the media and society are currently interested in and feed this knowledge back into the company’s PR strategy. Communication skills that enable effective interaction with all types of media professionals are indispensable, across national and local newspaper journalists, trade and weekly magazine writers, TV reporters, and freelance journalists.

How should we cultivate these abilities and develop personnel?

Many companies have gradually built up their internal PR systems by accumulating practice and experience while nurturing in-house talent. Some of those that came under severe public criticism turned those difficult experiences into valuable lessons to strengthen and enhance their PR systems and ultimately earn high standing. Today, however, with competition between companies growing ever fiercer, it is no longer acceptable to take the risk of developing PR capabilities through repeated failures.

Moving forward, it is essential to cultivate PR talent without taking such risks, by routinely conducting simulations and honing skills. This is precisely what “media training” entails. Moreover, the target audience for media training should not be limited to the PR department. Company leaders and department heads, who typically have less frequent contact with the media, should also take the initiative to undergo training, helping build a company-wide PR support system.

What COSMO Media Training Offers

COSMO’s media training is practical training designed to build optimal communication strategies tailored to Japan’s unique media environment. It is far more than “just practicing how to speak.”

The program comprehensively covers understanding Japan’s media landscape, building positive relationships with media professionals, mastering perspectives and expressions valued by the media (including body language and speaking style), developing skills to convey key messages accurately, and preparing for anticipated questions. When facing the media, challenging questions are inevitable, making the ability to calmly handle unexpected inquiries essential. Furthermore, unlike advertising, media relations in public affairs do not allow pre-approval of articles.

Media training provides a practical platform to acquire these skills through simulated interviews and role-playing exercises. It equips participants with strategic abilities to deliver precise messages and build brand image effectively.

In today’s information-saturated world, misinformation or inappropriate expressions can significantly damage the reputation of companies or individuals. Media training is therefore an essential investment to mitigate risks and maximize opportunities. While “sense” is often considered innate intuition or flashes of insight, “skills” can be reliably improved through learning and training, enabling concrete actions and measurable results. When reviewing or strengthening your PR systems, we recommend reaffirming the importance of media training and committing to it.

To learn more about COSMO’s media training, please contact us here.

This article focuses on training for “business as usual,” but COSMO also offers specialized media training for crisis communication scenarios. Feel free to reach out for details on both programs depending on your needs.

■参考文献

¹ Keizai Koho Center (Japan Institute for Social and Economic Affairs): “28th Survey on Consumer Perceptions of Companies” (February 2025):
https://www.kkc.or.jp/release/?mode=show&id=191/

Corporate Communication Built on Trust and Empathy How Consistent Strategic Planning and Continued Execution Drive Brand Value

2025年6月5日 Cosmo Strategy, Cosmo Survey

In recent years, the environment surrounding the healthcare industry has changed dramatically. In a society that has experienced a pandemic, interest in health and medical care is at an all-time high, and there is renewed focus on the reliability and transparency of healthcare companies. Increased competition, technological innovation, and the personalization of medical care are diversifying the perspectives from which consumers and healthcare professionals evaluate healthcare companies. As a result, it is increasingly necessary for companies to differentiate themselves from the competition.

At the same time, the advancement of the digital society has made it easier for corporate images to be spread online, creating a situation where brand power is directly linked to trust and choice. Against this backdrop, it is essential for healthcare companies to focus on recognition and branding to remain competitive and achieve sustainable growth.

Lessons from Recent Press Coverage

How the Voice of a Senior Executive Captured the Hearts of the Press

Earnings announcements are an annual opportunity for top management to attend a press conference and express their thoughts—an ideal chance for so-called “top PR.” The media, on the other hand, must carefully choose what to cover from among the numerous announcements made and which companies to focus on in their reporting, which can be a challenging task.

Recently, a manufacturer known for its “employment-oriented” corporate culture since its establishment decided to reduce its workforce by 10,000 employees while maintaining a profitable financial position. Normally, news coverage of workforce reductions tends to take a negative tone, but the president of the manufacturer, who was interviewed, spoke candidly in his own words. As a result, the coverage was less critical and more understanding of the company’s first step toward breaking out of its stagnant performance. ¹

Had there been no statement from top management, and the company had simply issued a press release announcing the workforce reduction, the article likely would not have been written in the same way. This is a case in which “communication based on trust and empathy” was successful, as top management openly expressed their feelings and successfully conveyed their passion for restructuring to the reporter.

Human Stories Resonate Most with Readers

As a company grows in prominence within society, its internal activities and the thoughts and feelings of its employees often remain unseen from the outside. It is the role of the media to uncover these stories, and the role of corporate PR to communicate them to the public in an accessible manner and gain the understanding and empathy of society.

A national newspaper once published a three-part series in the business section about a food manufacturer with a 100-year history. The series chronicled the company’s setbacks and revitalization following repeated scandals and served as a valuable case study. The portrayal of employees learning from mistakes and striving while revisiting the founding spirit of the company were recognized as a “human story with a face” and resonated with readers. ²

Impact on Corporate Trust and Crisis Response

What happens when “communication based on trust and empathy” breaks down? This becomes especially evident in a company’s response to a scandal and the media’s reaction to it. As society takes a more critical view of corporate compliance, respect for human rights, and the prevention of harassment, recent cases have shown that if companies mishandle such situations, many stakeholders—including business partners, customers, shareholders, and employees—will be affected. It is also important to remember that a company’s reputation and public impression can be greatly influenced by how well it handles public relations following a scandal.

Why Healthcare Companies Should Work to Improve Awareness and Brand Strength

Let’s take a look at the data COSMO has collected on why healthcare companies must work to enhance their brand power and what stakeholders value in a healthcare company.

Recruiting Competent Talent
- COSMO’s data shows that 35% of job seekers responded “fairly important” or “very important” when asked how important company recognition is when selecting jobs to apply for. ³
- Among job seekers, 80% perceived corporate websites to be useful sources of information, and 90% responded that the design and information in the sites affect their level of interest in the company.⁴
Improved Corporate Credibility
- Companies with high levels of public awareness tend to see higher levels of credibility and affinity, and a similar trend is observed among physicians as well. ⁵
Increased Sales and Business Expansion
- Stakeholder recognition leads to the creation of new business opportunities.
- Media coverage that highlights a company’s potential increases corporate value, positively impacting fundraising.

These results indicate that improving the recognition and brand power of healthcare companies is essential for maintaining competitiveness and achieving sustainable growth.

Key Points in Stakeholder Evaluation of Companies

Pharmaceutical Industry Job Seekers ⁶
- Corporate future potential and stability　
- Work environment (telework, work-life balance)　
- Personal growth and ability to do the work they most want to do
Physicians ⁷
- Product development capabilities　
- Patient-centered management and efforts to improve patient quality of life (QOL)
- Ability to provide information (for both physicians and patients)
Patients ⁸
- Possession of cutting-edge technology　
- Provision of innovative therapeutic drugs　
- Proactive dissemination of information to patients　
- Reliability

From the above, it can be derived that the common points of interest are “innovativeness (development capability)” and “a patient-centered perspective.”

Consistent Corporate Communication Strategy Is the Key to Success

Finally, let’s summarize the concepts that lead to a successful “communication strategy based on trust and empathy.”

Consistency and continuity of communication messages are essential for establishing recognition and brand strength in healthcare companies. It is said that message consistency is built on the interaction of three elements: LOGOS (logic), PATHOS (emotion), and ETHOS (trust).

The unification of logical messages clarifies corporate philosophy, values, and direction, making it easier for stakeholders to understand the company’s stance. Adding emotionally resonant elements helps people feel a sense of familiarity and emotional connection to the brand. Stories of social contribution and patients are not mere advertisements—they evoke empathy and foster long-term support. Furthermore, conveying the company’s history and examples of accomplishments creates a clear, fact-based corporate image. When logical messages, emotional elements, and fact-based examples work in harmony, trust for the company is established.

A consistent communication strategy, continued in a cycle, gives stakeholders the impression that the company is sincere and trustworthy. It strengthens the corporate brand value and becomes a key element of corporate competitiveness.

COSMO offers an “OODA Cycle Media Plan Package” to support successful brand communication for healthcare companies.

We customize OODA (Observe, Orient, Decide, Act) into a tailored, practical, and concrete PR plan in line with your company’s unique situation. By continuously implementing this plan as an evolving cycle, we support companies in achieving success in brand communication.

If you are interested in learning more about corporate branding, please feel free to contact us at Info_cosmo@cosmopr.co.jp

¹ Asahi Shimbun, “Panasonic to cut 10,000 jobs, ‘I’m thinking of quitting as president,’ top management reveals feelings” (May 14, 2025)
² Asahi Shimbun, Economy INSIDE, “100 years after its founding, ‘Two incidents’ that have been passed down unchanged, what lessons have Megmilk Snow Brand learned” (May 11, 2025)
³ Noted Inc. Survey: https://prtimes.jp/main/html/rd/p/000000005.000089790.html
⁴ Career-tasu. Survey on Job-hunting: https://www.career-tasu.co.jp/wp/wp-content/uploads/2023/07/202307_hpchosa.pdf
⁵ Corporate Brand Evaluation Report: https://www.mixonline.jp/tabid1431.html?acatid=537
⁶ Pharmaceutical Industry Career Attitude Survey: https://answers.ten-navi.com/pharmanews/20181/
⁷ Nikkei Research. Survey of Physicians’ Evaluation of Pharmaceutical Companies’ Medical Support
⁸ COSMO Patient Insight Research Report: https://cosmopr.co.jp/en/library-jp/library-insightreport01-en/

2024 Year in Review and Renewed Optimism for 2025

2024年12月19日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

First and foremost, I would like to take this opportunity to thank you for your continued support.

2024 was a challenging year for Japan, ushered in with an earthquake in the Noto Peninsula and an aviation accident at Haneda airport. Alongside recurring natural disasters, significant political and economic fluctuations further tested society as a whole. The healthcare sector also experienced notable reforms, such as the full implementation of the “Work Style Reform for Doctors” and the transition to the My Number Health Insurance Card. Against this backdrop of a turbulent year, we published three newsletters to share insights on critical themes and foster dialogue with our readers.

In March, we released the newsletter titled, “Environmental Changes and Health in Medical Practice – What changes should we expect from work style reforms for doctors?” This issue delved into the impact of reforms aimed at reducing the burden on medical professionals and enhancing the quality of patient care. We received broad positive responses, reflecting the importance of understanding the challenges facing the healthcare field and building a sustainable medical system.

October’s newsletter, “Survey Results: Exploring Strategies for Media and Healthcare Companies in a Post-COVID Era,” presented survey results on which types and formats of information media outlets are most interested in receiving. This feature provided insights into how the role of corporate communication has evolved in the post-pandemic era and offered new perspectives on how COSMO and its clients are adapting to these changes.

The focus for November’s newsletter was, “Leveraging “Media Analysis” for Successful PR Strategies.” This issue explored the significance of integrating media trends into corporate PR strategies. We hope the ideas shared served as helpful hints to enhance the effectiveness of your ongoing monitoring activities.

Looking ahead to 2025, we are committed to further developing these initiatives, and strengthening our support for companies and organizations as they build trustful relationships with society to co-create a sustainable future. As digital transformation accelerates, the importance of accurate and empathetic communication will continue to grow. With “trust” and “empathy” as our guiding principles, we will remain flexible and agile in navigating this rapidly changing environment, creating new value together with our clients.

We extend our heartfelt gratitude for placing your trust in COSMO and look forward to our partnership achieving more together in 2025.

I wish you a happy, healthy and prosperous year ahead!

Kumi Sato
President and CEO
Cosmo Public Relations Corporation

Note: Our office will be closed for winter vacation from December 30 through January 3. We will be open for business from January 6. Thank you for your understanding and cooperation.

Leveraging “Media Analysis” for Successful PR Strategies<span>Recognizing environmental changes, understanding opinion trends, and capturing feedback for your business</span>

Leveraging “Media Analysis” for Successful PR StrategiesRecognizing environmental changes, understanding opinion trends, and capturing feedback for your business

2024年11月15日 Cosmo Report, Cosmo Strategy, Cosmo Survey

Disseminating information via the media remains a central pillar of corporate PR activities. However, with the rise of the internet and social media, the different types of information we now encounter diversified significantly. Besides increased online media presence, personal opinions and anonymous posts on social media often gain traction through media coverage, in turn influencing public opinion. So amid all these changes, how should corporate PR departments best go about approaching “media”?

In this newsletter, we explore the theme of “media analysis,” a crucial element when planning any PR activity. Using an example from COSMO’s own work, we will explore what exactly media analysis is, what it can achieve, and the steps you can take to ensure that it is effectively integrated into your own PR strategies.

What do we mean by “Media Analysis”?

Creating any media analysis requires defining a theme, target media, timeline, and analytical focus. However, the most critical factor is ensuring that the analysis also speaks to the company’s priorities and objectives.

There are typically three main approaches when conducting media analyses:

Quantitative Analysis
This measures how a specific topic is covered in the media and tracks trends in the number of mentions. It allows for competitor comparisons, topic-based article analysis, and characterization of media outlets. Article size can also be converted into equivalent advertising costs. Online media coverage and social media impressions on platforms such as X (formerly Twitter), Instagram, Facebook, and YouTube can also be analyzed.

Qualitative Analysis
This focuses on the tone of articles, categorizing them as positive, neutral, or negative.

Combined Quantitative and Qualitative Analysis
This approach merges both methods to analyze changes in tone by topic.

COSMO’s Lung Cancer Media Analysis

Let’s look at an example with COSMO PR’s “Press Analysis Report – Lung Cancer,” published in November 2024. Using “Nikkei Telecom” as our database, we analyzed media coverage during August 1-31, 2024 on “lung cancer” across approximately 500 outlets, including newspapers, magazines, and industry journals. A total of 180 articles were identified.

Topic analysis of these articles revealed eight key topics, with the highest number of articles focusing on patients and treatments/devices. Analysis also highlighted distinct reporting trends by media category. For example, trade publications tended to focus on product approvals and development, while general newspapers covered more patient-centered topics. Additionally, comparing the company names mentioned showed that 22 companies were cited during the selected period, with a significant number of articles mentioning Daiichi Sankyo Co., Ltd.

Using these findings to review articles by category and company enabled us to not only understand market trends, but also which media outlets are most likely to report on specific topics. In this example the analysis focused on a single month, but media monitoring and analysis should ideally be conducted continuously, as tracking trends over time yields deeper insights.

Tailoring the Analysis to Your Business Needs

Press analysis frameworks can be customized based on each client’s PR objectives, with tailored themes, target media, monitoring periods, and analytical axes. This allows for a detailed analysis specific to your company’s products and services, with findings that offer actionable feedback for crafting effective PR strategies.

In addition to tracking how much coverage your company’s news generates, media analysis can also address questions such as:

Are your key messages being properly conveyed to the target audience?
What factors might be preventing them from reaching the audience?
How does the media view your company’s strengths and weaknesses compared to competitors?
What specific aspects of your company is the media praising or criticizing?
What topics trigger strong media reactions, and why?
How is your company and its products perceived on social media?
Can you more quickly identify changes in public opinion, the social environment and the business environment surrounding your company?

Corporate PR encompasses a variety of challenges. By aligning these challenges with a custom-made media analysis and examining the results, you can equip yourself with valuable insights.

What is “Stakeholder Monitoring”?

Companies are supported by and influence a range of stakeholders in their operations. “Stakeholder monitoring” is a method for tracking key stakeholders’ trends and statements through news and social media, helping inform PR and public affairs activities.

This involves setting search keywords, similar to news analysis, to extract the activities and statements of target stakeholders from media and social media. For example, it can identify who spoke about high-cost pharmaceuticals, at what opportunities, and what media covered it. This allows for understanding stakeholders’ “awareness” and “activities” on each topic, providing insights for planning future external actions.

Analyzing the views of stakeholders that may be expressing negative opinions allows us to understand what their current view is, their concerns and which areas must be addressed if we are to shift their opinion. In this way, stakeholder monitoring is a valuable tool for objectively understanding stakeholders’ views based on publicly available information.

Staying True to the Purpose of PR

While media analysis is valuable for planning PR activities, it is also still valuable for evaluating the effectiveness of PR activities and persuading internal stakeholders about the importance of PR. Media analysis can be leveraged in various ways, not only just to track numbers, but also to provide deeper insights by combining quantitative and qualitative analysis and crafting specific analytical axes. Additionally, since analysis is merely a tool, it’s essential to go beyond the numerical results and always return to the true purpose of PR – actively “utilizing” the analysis results.

Making Use of External Support

It’s not necessary to handle the entire media analysis process in-house, from planning and designing to reading results, identifying issues, and developing strategies. If you have limited PR staff, lack the necessary expertise, lack experience in media analysis or wish to approach media analysis from a new perspective, you might consider leveraging the expertise of an external organization.

COSMO PR offers customized “News Monitoring and Analysis Reports” and “Stakeholder Monitoring Reports.” In addition to news sources included in Nikkei Telecom used in the lung cancer medial analysis this time, we can monitor and analyze social media platforms (X, Instagram, Facebook, YouTube, TikTok, LINE, etc.). These services not only include monthly periodic reports, but also annual reports that retrospectively analyze past coverage as well. They can be customized to meet a diverse variety of needs, so please feel free to contact us to discuss how they can be applied to your business.

If you would like to receive a copy of COSMO’s “News Analysis Report – Lung Cancer” (published November 2024), or more information about COSMO PR’s media monitoring services, please contact us at info_cosmo@cosmopr.co.jp.

Survey Results<span>Exploring Strategies for Media and Healthcare Companies in a Post-COVID Era</span>

Survey ResultsExploring Strategies for Media and Healthcare Companies in a Post-COVID Era

2024年10月8日 Cosmo Report, Cosmo Survey

Online interviews now a well-established practice with 90% of respondents eager to continue, but face-to-face reporting still holds value

In May 2023, COVID-19 was reclassified as a Class 5 infectious disease under the Infectious Disease Control Law, marking a significant milestone in the post-COVID era. As the pandemic subsides, our daily lives and business activities are gradually returning to normal.

In light of these changes, COSMO PR conducted a second media survey in August 2024, following up on the first media survey in December 2022. This time, the focus was on “media and healthcare companies in a post-COVID era.” Healthcare media professionals were invited to take part in order to understand: 1) what has changed since the previous survey; 2) whether new challenges have emerged; and for the first time, 3) the media’s expectations of pharmaceutical company PR staff and public relations agencies. We received responses from 73 journalists from national newspapers, industry newspapers, and freelancers. In addition to multiple-choice questions, we included a free-response section to capture candid opinions typically not shared.

This newsletter shares a summary of the survey results, including a summary of the free-response opinions. (For details on the survey date and respondents, refer to “Survey Overview” below.)

1. How Information is Communicated

We began by asking respondents the things they don’t like about online seminars (multiple answers allowed).

What do you find inconvenient about online seminars?

As the results indicate, journalists openly voiced their experiences regarding the disadvantages of continued online seminars during the pandemic, reaffirming the importance of face-to-face interviews.

When asked if online methods should remain when face-to-face interviews are possible, the percentage of respondents who agreed that “online information should remain an option” rose to 93% from 87% in the previous survey (December 2022). Furthermore, respondents were asked their preference between face-to-face or online reporting, for both interviews and seminars, and to explain their reasoning.

For interviews, 66% of respondents preferred face-to-face, 4% preferred online, and 30% had no preference. For seminars, 34% preferred in-person attendance, 14% preferred online, and 52% were comfortable with either. While the number of respondents who preferred in-person interviews rose significantly from the previous 40%, the proportion of those who preferred either format remained at 30% for interviews (down from 60% previously) and increased to 52% for seminars (up from 42%).

The number of respondents who chose “either face-to-face or online” increased to 52%, up from 42% in the previous survey.

When we asked those who preferred “either” format to explain why, the true intentions of the journalists became clear. Many expressed that both formats have their advantages and disadvantages, and they appreciated being able to choose the format based on content and schedule. This was consistent with the reasoning provided in the previous question about the continuation of online information. It reflects how journalists find it inconvenient if they were limited to one format, with some voicing that they found it odd when seminars were restricted to in-person attendance only since hybrid-format seminars have become the norm for them.

The reasons given for preferring face-to-face interviews included: “I can ask detailed questions,” “It’s easier to ask follow-up questions,” “I can interrupt to probe deeper,” “I can gain a lot of information from informal chats beyond the main topic,” and “I sometimes find hints on how to cover a topic during casual chats while exchanging business cards after a seminar,” “It’s easier to understand how strongly the interviewee feels about a certain topic.” Others noted it was beneficial for building relationships after interviews, with one respondent saying, “I can arrange appointments after impromptu post-session interviews.”

On the other hand, the most common reason for preferring online interviews was the lack of time and location constraints. Other reasons included: “Online seminars are easier to follow in terms of visibility of materials shared on screen and audio,” “I can share materials on screen, making the content easier to understand,” and “The screen recording feature allows me to review the seminar later, which is very helpful.”

2. Media Expectations of Corporate PR and PR Agencies

Speedy and timely PR responses.

For the first time, this survey also asked the media about their expectations of PR staff at pharmaceutical companies and agencies. First, we asked respondents to select what they considered important in terms of information shared by pharmaceutical companies.

What do you consider to be important information from pharmaceutical companies?

The graph shows that the top three concerns are the effectiveness, reliability, and evidence of the pharmaceutical products. Recent consumer awareness of product safety and security has also grown, and news organizations have shown increased interest in these areas. However, while this graph is beneficial in understanding the overall trend, it is important to note that media interests vary depending on their specific focus. For example, pharmaceutical companies must be creative in providing information to media outlets that are more interested in topics like management and finance, which ranked lower in this survey, or in topics like workstyle, which was not included as a criterion this time.

Next, respondents were asked what they found beneficial in communicating with PR staff from pharmaceutical companies.

What do you consider beneficial when communicating with pharmaceutical company’s PR staff?

As shown in the graph, the top items included “clear explanations,” “speedy responses,” and “knowledge of the company’s products.” These are all basic aspects of information sharing, so it’s not surprising that they were the most common responses.

A number of media said, “I just want them to pick up the phone!”

When asked in a free-response format what could be improved, many respondents said, “I can’t get anyone to answer the phone,” “I wish the press contact number was more accessible on the web,” and “Email inquiries are slow and inefficient.” Journalists also expressed frustration over email-only responses to press releases, saying, “I wish press releases weren’t limited to email,” “I wish phone inquiries were available on days when press releases are released,” and “It would be helpful to have same-day notifications for missed calls.”

The gap between what is considered useful and the areas needing improvement suggests a misalignment between journalists’ expectations and reality. The emphasis on “speedy responses” reflects journalists’ expectations for quick PR feedback. However, the question remains whether the COVID-19 experience has caused pharmaceutical companies to focus on internal priorities, despite efforts to optimize working from home, operational streamlining, and digitalization, leading to a neglect of basic PR practices or a decline in the overall quality of information services. Reflecting on these survey results can provide insight for corporate PR professionals.

Next, we asked respondents about their expectations of PR agency staff. (5)

Although the response options differed from those for corporate PR staff, the top responses – such as “speedy responses” and “clear explanations” – were similar. However, “support with interviews” and “impartial information, including about competitors,” were also noted, indicating that the media expects PR agencies to play a slightly different role than in-house PR teams.

3. Healthcare Topics of Media Interest

Sensitive to trends in the world and the needs of readers.
Leveraging the power of the media to stimulate public interest.

Finally, respondents were asked to select the healthcare topics they are most focused on. (3)

The graph shows the health care topics of interest in the past year, the health care topics of current interest, and the health care topics that will be of interest in the future, arranged by topic, and the changes over time.

Topics of media interest.

Interest in infectious diseases has declined significantly as the COVID-19 pandemic subsides. Similarly, interest in drug loss is expected to taper off as the issue improves. However, cancer treatment and dementia continue to dominate media attention. Gene therapy and healthcare finance are two emerging topics expected to draw more attention in the future.

Media interest reflects broader societal concerns, and topics that gain media attention can shape public discourse. Therefore, it is essential for companies to continuously monitor media interests, listen to the voices of journalists, and understand the needs in information.

We hope this survey provides useful insights with its focus on how the media and businesses can best work together.

Survey Overview
•Survey Title: Media and Healthcare Companies in a Post-COVID Era
•Survey Date: August 27-29, 2024
•Survey Method: Online
•Target Audience: Healthcare journalists
•Valid Responses: 73 (8 national newspapers, 5 news agencies, 1 industry newspaper, 12 trade publications, 21 healthcare professional media, 5 general magazines, 3 TV, 13 web media, 5 others)

＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿
Note: This newsletter is based on an independent survey conducted by COSMO PR. For inquiries, please contact: info_cosmo@cosmopr.co.jp

Healthcare and The Environment: Environmental Changes and Health in Medical Practice <span>What changes should we expect from work style reforms for doctors?</span>

Healthcare and The Environment: Environmental Changes and Health in Medical Practice What changes should we expect from work style reforms for doctors?

2024年3月27日 Environment, Healthcare

Since 2019, different industries across Japan have begun implementing upper limit regulations on overtime and holiday working hours under the “Work Style Reform Act.” A five-year grace period was given to the medical industry, with the Revised Medical Law enacted in 2021. After three years of preparation, overtime and holiday working for doctors will be limited from April 1 this year to no more than 960 hours a year, with some exceptions depending on the type of medical institution. What changes will this bring about for physicians working in the clinical field and what does it mean for those of us using the medical system?

In this edition of the COSMO newsletter, we take a closer look at issues facing the medical industry in 2024 and how to respond to them, with input from Dr. Jun Itami of Shin-Matsudo Central General Hospital. Read on to the end for Dr. Itami’s full profile.

The Year in Review & Optimism for 2024

2023年12月21日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

First and foremost, I would like to take this opportunity to thank you for your continued support.

Health Care and The Environment: The Risks Posed by Climate Change <span>How should the healthcare industry respond?</span>

Health Care and The Environment: The Risks Posed by Climate Change How should the healthcare industry respond?

2023年10月31日 Environment, Healthcare

Health issues caused by the rising temperatures associated with climate change have increased dramatically in recent years. Record heat waves in Europe caused more than 60,000 deaths last year, while a sharp increase in climate disasters such as floods and droughts in Africa have led to worsening food security and the spread of infectious diseases. Japan is no exception, and the number of “Heat Stroke Alerts” issued by the Ministry of the Environment continues to rise each year. This year, the number exceeded 1,000 for the first time since the alerts began, with escalating numbers of people being transported to emergency rooms due to heat stroke.

In this edition of the COSMO newsletter, we sit down with Dr. Yasushi Honda, Professor Emeritus of Sports Science at the University of Tsukuba to get his take on the health risks posed by climate change; the key facts you need to know; and how the healthcare industry should respond.

Healthcare and the Environment: Understanding the Movement around PFAS<span>How should the healthcare industry face this issue?</span>

Healthcare and the Environment: Understanding the Movement around PFASHow should the healthcare industry face this issue?

2023年7月20日 Environment, Healthcare

Have you heard of PFAS? Standing for “Per- and Polyfluorinated Substances,” PFAS is the generic name for artificially created organic fluorine compounds. Capable of repelling water and oil, in addition to being highly resistant to heat, chemicals, and ultraviolet rays, they are used in a wide range of applications from water repellents and emulsifiers, to fire extinguishing agents and surface treatments for packaging materials. However, as stable compounds, PFAS have also become known as “forever chemicals” since they can remain in the environment with little degradation. Reportedly, some PFAS may potentially affect human health if people are internally exposed to them for long periods of time. In recent years, there has been an accelerating trend toward their tighter regulation, particularly in the US and Europe. In this newsletter, we asked Dr. Kouji Harada, Associate Professor at the Department of Health and Environmental Sciences, Graduate School of Medicine, Kyoto University, to introduce some of the fundamentals around PFAS, as well as share his insights into related domestic and international trends, and what approach the healthcare industry should take. Read on to the end for Dr. Harada’s profile.

Solving Challenges Around Rare and Intractable Diseases Through Stakeholder Collaboration<br><span>Moving toward an era when patients, healthcare professionals, and pharmaceutical companies take action together</span>

Solving Challenges Around Rare and Intractable Diseases Through Stakeholder Collaboration
Moving toward an era when patients, healthcare professionals, and pharmaceutical companies take action together

2023年3月23日 Healthcare, Patients

The Act on Securing Quality, Efficacy and Safety of Products Including Pharmaceuticals and Medical Devices (Pharmaceuticals and Medical Devices Act) defines “Rare Disease” as that with fewer than 50,000 patients in Japan. In recent years we have seen a rise in activities being held in Japan and around the world to raise awareness of rare and intractable diseases. These are largely driven by patient groups, but pharmaceutical companies are also starting to more actively provide information and develop new drugs. Steady progress is being made, but there remain many issues to be addressed when it comes to solving challenges around rare and intractable diseases.

In this newsletter, we sit down with Ms. Yukiko Nishimura, Founder and President of ASrid (Advisory Service for Rare and Intractable Diseases), a non-profit organization that seeks to provide services to all stakeholders in the field of rare and intractable diseases. The conversation explores the current state of these challenges in more depth, as well as the next steps we should be working toward. Read on to the end for Ms. Nishimura’s full profile.

The Year in Review & Optimism for 2023

2022年12月21日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

Preparations for the post-COVID-19 era have opened up new challenges for all of us, including how to operate remotely and taking precautions, such as continuing to wear masks even in the workplace.

Japan is still preparing to cope with an eighth wave of COVID, although, work and life are generally back to normal.

Women’s mental health advice <br>from a medical practitioner in the field<br><span>The importance of creating a supportive atmosphere for<br /> those experiencing mental health issues</span>

Women’s mental health advice
from a medical practitioner in the field
The importance of creating a supportive atmosphere for
those experiencing mental health issues

2022年10月28日 Healthcare, Women’s Health

It has been claimed in the past that women are twice as likely to suffer from depression as men. Factors may include anxiety caused by naturally-fluctuating female hormones, a work environment in Japan that still makes it difficult for women to work, conflicts arising from relationships within the family, or memories of childhood trauma. Compounding this, recent research suggests that women’s mental health has been further negatively impacted under the COVID-19 pandemic. If we suspect the mental health of someone close to us is deteriorating, whether in the family or at work, how should we go about responding?

In this newsletter, we speak to Dr. Yoshiko Orito of the Yoyogi no Mori Clinic, who has been involved in women’s mental health for many years, about the issues surrounding women’s mental health and specific measures to deal with them. Dr. Orito’s profile may be found at the end.

The current state of women’s mental health in Japan<br><span>How should we respond to deepening challenges brought about by the pandemic?</span>

The current state of women’s mental health in Japan
How should we respond to deepening challenges brought about by the pandemic?

2022年7月29日 Healthcare, Women’s Health

As COVID-19 infections continue to spread, the pandemic is bringing about other problems in Japan with deteriorating mental health among women and increased rates of suicide. It’s believed that this may be attributed to an increase in domestic abuse, heavier burden of domestic responsibilities, such as housework, childcare and nursing care, as well as escalating financial pressures, including job loss and reduced income.

Solving gender inequality demands cutting to the core of the issue and directly tackling the structural problems that put women in vulnerable positions. However, striving for gender equality means recognizing that there is an overlooked part of society where both men are women are struggling. Dr. Haruka Sakamoto, Senior Manager at the Health and Global Policy Institute highlights this issue when she notes that domestic work still tends to fall upon women due to outdated beliefs that men should be working hard outside of the home with society negatively judging men who prioritize domestic work over their careers. Women are pressured to stay at home, while men are made to work long hours on their paid jobs. Such a society makes life difficult for both women and men.

Spotlight on Women’s Health in Japan: <br>The role of femtech in the lives of women

Spotlight on Women’s Health in Japan:
The role of femtech in the lives of women

2022年4月27日 Healthcare, Women’s Health

In this issue, we highlight the road to good health as experienced by women, and the growing interest in femtech. In particular, we set out to raise awareness of the following challenges, solutions, and key learnings:

Encouraging discussion on women’s health
Conversations with experts in the field
Innovative solutions in Japan
Positive outcomes for women’s health
The path forward

When it comes to recognizing the connection between women’s health and community, perhaps Michelle Obama said it best, “Communities are only as strong as the health of their women.”¹

Kumi Sato, Cosmo Public Relations Corporation (“COSMO”) President and CEO, “I believe that we still have a long way to go in ensuring there is more focus on Women’s Health. To advance earlier diagnosis and appropriate treatment, Diagnostics and Medical Devices will be increasingly important.”

The Year in Review & Optimism for 2022

2021年12月24日 Cosmo Corporate, Kumi Sato

Dear Friends and Colleagues,

This year is a special year for Cosmo Public Relations Corporation (“COSMO”). It marks our 60th anniversary. This occasion has allowed for some personal reflection on where COSMO has come from and where we would like to go in the future.