[ × Furugama Group] Originated from a local company! Strengthen PR strategy through efforts to develop PR personnel and PR that involves all employees.
Furugama Holdings Co., Ltd. Press release: November 11, 2024 [ × Furugama Group] Originated from a local company! Strengthen PR strategy through efforts to develop PR personnel and PR that involves all employees. First time to be selected from Yamagata Prefecture! Furugama HD Brand Design Department Manager Kobata has been certified as ’ third-term press release evangelist. ~ Efforts to eliminate the disparity in
communication between local areas and the metropolitan area and strive for “regional revitalization and democratization of PR” ~
https://prcdn.freetls.fastly.net/release_image/69154/119/69154-119-d8a0e21f5c30a5c6cf99b90f8d7d4b5f-3900×2600.jpg
possibilities and significance of press releases. Background of press release evangelist certification Kobata’s own note (
https://note.com/yamagata_film ) disseminates information on the concept and process of increasing the added value of Yamagata Prefecture as a whole through the Furugama Group (tourism industry) business, and the Furugama Group received the Grand Prix award from Travel Shimbun Shinsha in Japan Tourism of the Japan. It all started when the special feature article (initiative details) for Year 2023 was noticed by . After coordinating the visions of both companies, we want to spread the PR culture not only in the
metropolitan area but also in collaboration with local companies. and our company’s vision that the power of PR is the key to creating a related population in the local area. As a result, we have become the first press release evangelist certified in Yamagata Prefecture. Travel Newspaper Shinsha Co., Ltd. Japan Tourism of the Year 2023
https://prcdn.freetls.fastly.net/release_image/69154/119/69154-119-72c0dc730037dae38dbf7e96a603260c-3900×2600.jpg Third term press release evangelist members Press release evangelist’s role and activities A press release is an official announcement by a business, local government, or organization that announces a new product, service, event, or other new activity to the world. In addition to being a source of information for the media, it can widely deliver information to important stakeholders and consumers you have not yet met, and can be a trigger for gaining recognition and changing consciousness. We believe that press releases can contribute to expanding sales channels and creating a relevant population, and that there is information to be conveyed in each region of Japan. Up until now, we have believed that the “democratization of PR” will lead to the advancement of society, and have continued our activities to convey the potential of PR and press releases to the whole country. However, the use of press releases still tends to be concentrated in Tokyo. For example, the number of companies using the press release distribution service “” in 2023 (companies with at least one distribution between March 1, 2023 and February 29, 2024) is Tokyo 58.9% , followed by Osaka Prefecture 6.7%, Kanagawa Prefecture 4.5%, Aichi Prefecture 3.2% Therefore, the result that approximately 60% of companies are based in Tokyo can be said to be biased compared to the overall percentage of Japanese companies. Information sources are concentrated in Tokyo, so to speak. “Transmission gap” Concerned about the current situation and widening disparity, we are expanding the number of “Press Release Evangelists” nationwide. Quote: . [Working with PR personnel from all over the country to eliminate the “disparity in communication” that is concentrated in Tokyo. certified as “Press Release Evangelist”] (October 28, 2024) Press Release Evangelist is an activity that aims to realize the “democratization of PR” by spreading the importance of information dissemination and the culture of disseminating information to companies, local governments, organizations, etc. that do not utilize press releases. . Specifically, we will carry out the following activities in collaboration with . ・Speaking as a press release seminar lecturer ・Appearance and contribution to production content ・Dissemination of knowledge as a PR person Press Release Evangelist Special Site Public relations strategy aimed at by Furugama Group The Furugama Group has a three-person department called the Brand Design Office, which is a combination of the PR team and the design team. PR activities for each group facility are carried out primarily by the public relations team, which is characterized by its collaboration with the design team and on-site employees at each group facility in order to present information more effectively. Furugama Group is a company that aims to produce local management and tourism talent in Yamagata, with the management philosophy of “today, at this moment, the best Yamagata.” As a result, we have a vision for regional revitalization that increases the added value of Yamagata Prefecture as a whole and increases the number of related exchanges. We established this group vision in 2018, and by continuing to disseminate our philosophy and creating a workplace environment that facilitates bottom-up culture, our employees are able to think for themselves and develop plans and products. Because we clearly set our vision, we were able to ensure that the finished product itself was able to fully express our vision at that point. In response to this, the public relations team is disseminating information with an eye toward storytelling while linking it to social aspects and trends (media hooks). In order to increase the number of people who have relationships and exchanges with Yamagata, employees of group facilities must think about the local area themselves and work independently, while developing the ability to create charms tailored to Yamagata’s local characteristics and the ability to communicate. It’s essential. At the Furugama Group, we believe that public relations activities are not only carried out by the public relations team, but involve all employees, in other words, the entire group works together to widely disseminate information to society. Going forward, all group employees will continue to create products with PR thinking in mind from the product planning and development stage, embodying the idea of ”the best Yamagata, today, at this moment,” and delivering it to society. By producing activities and public relations PR personnel in the region, the Furugama Group aims to become “the place in the world where people think of Yamagata” with the tourism industry at its core. https://img.youtube.com/vi/ddObA-c7r4g/sddefault.jpg https://www.youtube.com/watch?v=ddObA-c7r4g Public relations video KOYO x Ussiy Furogama’s 70th anniversary video “Travels will change. Accommodations will change. A new Yamagata is starting now.” Image
URL: https://prcdn.freetls.fastly.net/release_image/69154/119/69154-119-431c1e1f1322c94603db49f0568bd75d-3900×2925.jpg Furukiln HD Brand Design Department Manager Kobata Comment Regarding this certification, each member of the Furugama Group carries out their work while thinking about what they can do every day to increase the value of Yamagata. I’m honestly happy that it reached , which is the information hub that handles press information. This also gives us confidence that the direction we are currently heading in as a company is definitely the right one. I’m in a position to curate and communicate that information to the outside world, so I’m just doing that, but I feel that what’s being communicated is more important than who is communicating it. From now on, as a press release evangelist for the next year, I will be able to help local companies by disseminating information through seminars and notes with the cooperation of about our own company’s life-sized growth process, including specific examples. I will try my best. Old Kiln Group In addition to four inns and glamping facilities in Yamagata Prefecture, the Furugama Group will open Yamagata Purin, the first pudding specialty store in Yamagata Prefecture, and in December 2022, it will open Tohoku’s first day-trip hot spring facility, Ofuro Cafe Yusa. They are actively creating and disseminating Yamagata’s appeal to create fans, such as by opening a fruit ice cream specialty store, “MOGY”, which is a sister brand of Yamagata Pudding. In recognition of its multifaceted efforts, it received the 2023 Grand Prix (best award) of the “Japan Tourism of the Year” award. Furogama group site https://www.koyo-gr.com/ Furugama Group 70th Anniversary Special Site https://www.koyo-gr.com/70thkoyo/
https://prcdn.freetls.fastly.net/release_image/69154/119/69154-119-5cea2cfdd9783f13db8362b6c72d9561-824×824.jpg [Company Profile] Trade name: Furugama Holdings Co., Ltd. Head office location: 5-20 Hayama, Kaminoyama City, Yamagata Prefecture 999-3292 Official website: https://www.koyo-gr.com/
