Reiwa PR Holds 'Strategic SNS Utilization' Training for JA (Japan Agricultural Cooperatives) in Nagasaki Prefecture: A 'Map and Compass' for Public Relations Back-Calculated from Objectives

On Tuesday, February 24, 2026, Reiwa PR Co., Ltd. (Representative Director: Mika Ozawa) conducted an online social media utilization seminar and workshop for public relations staff from JA (Japan Agricultural Cooperatives) and regional organizations, hosted by the JA Nagasaki Prefecture Central Union (hereinafter "JA Nagasaki Prefecture Central Union") as part of their "FY2025 Second Half Public Relations Research Meeting."

As interest in "food" and "agriculture" diversifies, particularly among younger generations, the use of social media for information dissemination has become essential even for community-based JA organizations. In this training, PR staff from across the prefecture gathered to share practical know-how, including strategy development for selecting the optimal social media platforms based on each organization's objectives, as well as hands-on account reviews.

Background of the Event

Currently, many local governments and organizations operate social media accounts, including Instagram, but staff often express concerns such as "posting has become an end in itself" or "we don't know which platform is right for our organization." For JA public relations, which is responsible for building relationships with local residents, members, and the next generation of fans, simply "announcing" events is insufficient to convey the true appeal of the organization or the passion of its staff.

To address these challenges, we proposed a strategic approach that moves away from aimless social media operation toward one back-calculated from objectives and target audiences (WHO). By redefining the characteristics of each platform (Instagram / X / YouTube / Facebook / TikTok / LINE / Podcast, etc.) and visualizing the organization's "vibe," we provided a "map and compass" to help connect these efforts to solving management issues such as sales and recruitment.

Event Highlights

The event was structured as follows, with the goal of helping participants understand the background of building a fan base through public relations and taking home actionable techniques.

[Part 1: Lecture]

We began by explaining the shift in public relations from "self-promotion" to "value proposition" delivered to the world. We covered organizing the current state of the company using the PESO model and the importance of "top-of-mind awareness." From the perspective of fan building, we introduced UGC (User Generated Content), the ULSSAS purchasing cycle model, and the mechanics of X and Instagram algorithms. We also shared various case studies, such as local government fan clubs and viral social media posts from food manufacturers.

Regarding the selective use of social media, we categorized platforms along two axes: "virality" and "fan building/trust construction." Furthermore, we presented three key points for social media-based PR activities: "(1) Target setting (WHO), (2) Consideration of platforms (WHERE), and (3) Communicating through narrative (HOW)."

(Excerpt from materials: 3 key points for social media PR activities)

[Part 2: Workshop & Feedback]

Participants conducted an "SNS Health Check," self-scoring their organization's operations on a 5-point scale. The diagnosis covered five items: clarity of target, appropriateness of update frequency, whether the content is limited to announcements, whether the "vibe (passion)" is being conveyed, and the appropriateness of platform selection.

Following this, instructor Mika Ozawa provided specific feedback on the operational status of the social media accounts managed by the participants' respective JA organizations.

The goal of this session was not to achieve "perfection," but to find the "first step toward improvement." We aimed to evolve PR into something that conveys the organization's atmosphere and to transform social media from a "bulletin board" into a "relational asset."

(Excerpt from materials: SNS Health Check Workshop)

[Part 3: Q&A]

We collected questions in real-time using the chat function and addressed the realistic struggles faced by staff, such as "my boss doesn't understand social media," "I'm running out of ideas," and "I'm afraid of a social media backlash." We worked to lower the psychological hurdles of social media operation and shared a mindset for approaching it proactively.

Feedback from Participants

In the survey conducted after the training, 100% of respondents rated the session as "very good" or "good," indicating high satisfaction.

Here are some of the main comments from participants:

"It was interesting from start to finish."

"I was struggling with social media operation, so this was very helpful."

"The advice on what we are currently working on was excellent."

Message from the Speaker

The "food" and "communities" that JA staff deal with every day are overflowing with narratives that deserve to be told. By going beyond mere specification lists and conveying the "vibe"—such as the passion of the staff—you can deepen bonds with local residents and the next generation of fans. Social media is not an "organizational library," but a "daily conversation." The accumulation of these conversations conveys "what kind of people work here and with what kind of passion," which ultimately builds a brand (trust). The sweetness of the Ogushi tomatoes from Nagasaki that I received after the training made me feel the underlying strength of this region's agriculture once again! I hope this training will help connect the charm of Nagasaki's agriculture to the rest of the country and to the future.

Speaker Profile

Reiwa PR Co., Ltd. Representative Director: Mika Ozawa

Joined Recruit Co., Ltd. in 2008. After working in sales and management for mid-career and new graduate recruitment, she served as deputy editor-in-chief of Rikunabi, giving numerous lectures on career and job hunting support at universities nationwide. In 2019, she moved to an IT venture, launched a PR department, and achieved over 1,000 media exposures in two years. In 2023, she established Reiwa PR Co., Ltd., providing PR support aligned with management strategy. She has 45,000 followers on X (@mica823) and speaks at seminars nationwide on topics such as social media utilization, fan building, and recruitment PR.

Inquiries Regarding Seminars and Training

In addition to PR and social media utilization training, Reiwa PR offers customized training tailored to organizational challenges, including recruitment PR, internal branding, and generative AI x PR techniques. If you have challenges such as "we are using social media but see no results," "we want to cultivate strategic thinking in our PR staff," or "we want to convey the charm of local governments or specific industries to the whole country," please feel free to contact us.

Main Themes:

PR Basics, Recruitment PR Strategy, Social Media Strategy, Internal Branding (Retention/Turnover Prevention), Fan Communication, Media Relations, etc.

Track Record:

Numerous local governments, major corporations, ventures, and organizations.

▼ Click here for inquiries https://reiwapr.jp/contact

Company Overview

We are a company that aims to "accelerate management through PR."

Company Name: Reiwa PR Co., Ltd.

Head Office: 6F Nishi-Shinjuku Mizuma Building, 3-3-13 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Representative Director: Mika Ozawa

Established: May 2023

Business Description: PR consulting, PR agency services, various PR-related training, event planning and operation, radio distribution

Corporate Website: https://reiwapr.jp/