[Important] Reiwa PR Holds Strategic SNS Utilization Training for JA in Nagasaki Prefecture. "Map and Compass" for PR Calculated Backwards from Objectives

Reiwa PR Inc. (CEO: Mika Ozawa) held an online seminar and workshop on strategic SNS utilization for PR representatives of JA and prefectural organizations on February 24, 2026 (Tuesday), as part of the "FY2025 Second Half PR Research Meeting" hosted by the JA Nagasaki Prefecture Central Association (hereinafter referred to as "JA Nagasaki Prefecture Central Association"). Amidst the increasing diversification of interest in "food" and "agriculture," particularly among younger generations, SNS-based information dissemination has become indispensable for JA, which are rooted in their local communities. This training brought together PR representatives from across the prefecture to share strategic planning for effectively utilizing optimal SNS platforms according to each organization's objectives, and practical know-how through hands-on account reviews.

Background of the Event Currently, many local governments and organizations operate SNS platforms like Instagram. However, feedback from the field often includes sentiments like "posting itself has become the objective" and "we don't know which platform is suitable for our company." Especially for JA PR, which is responsible for building relationships with local residents, members, and next-generation fans, simply announcing events through SNS makes it difficult to convey the organization's true appeal and the passion of its staff. In response to these challenges, we proposed a strategic operational approach that calculates backwards from objectives and target audiences (WHO), rather than operating SNS haphazardly. We redefined the characteristics of each platform (Instagram / X / YouTube / Facebook / TikTok / LINE / Podcast, etc.) and provided a "map and compass" to visualize the organization's "atmosphere," thereby connecting it to the resolution of management issues such as sales and recruitment.

Event Overview On the day of the event, with the goal of enabling participants to understand the background of fan cultivation through PR and to take home immediately applicable PR methods, we discussed specific techniques in the following structure:

Part 1: Lecture First, we explained the shift in PR from past "self-promotion" to "value proposition" delivered to the public. We covered the organization's current status using the PESO theory and the importance of "top-of-mind awareness." Subsequently, from the perspective of fan building, we introduced UGC (User Generated Content), the ULSSAS purchasing cycle model, and the mechanisms of X and Instagram algorithms. We also shared diverse case studies, such as local government fan clubs and SNS posts from popular food manufacturers. Regarding SNS platform differentiation, we organized each platform along two axes: "spreadability" and "fan building/trust establishment." Furthermore, we presented three key points for PR activities utilizing SNS: "① Target Setting (WHO), ② Consideration of Platforms to Use (WHERE), and ③ Communicating through Narrative (HOW)."

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