Reiwa PR Supports Lii Co., Ltd.'s "360-Degree Lii" Strategy: Updating Recruitment and Organization with the Podcast "Undo ga 10 Wari"

Reiwa PR Co., Ltd. (Representative Director: Mika Ozawa) provided public relations support to Lii Co., Ltd., which operates primarily "Lii sports" (Lii Sports) across Japan, centered in Nagoya, Aichi Prefecture. This support included the launch and operational assistance for the podcast program "Undo ga 10 Wari" (Exercise is 100%).

In a phase where the company is accelerating its multi-store expansion, "recruitment" and "articulation of management philosophy" are top priorities. As part of the "360-Degree Lii" strategy, which aims to make the company's appeal accessible from every angle, information dissemination through audio media was strengthened to strategically accelerate these key areas.

Background and Purpose of Support

Lii is in a phase of accelerating the opening of new "Lii sports" stores, and has prioritized a multifaceted recruitment strategy, from hiring on-site staff to securing leader candidates to drive the next business.

Against this background, Lii, led by Representative Hirose, quickly decided to introduce podcasts as a new PR channel. Compared to video media like YouTube, podcasts have the characteristic of listeners "taking their time to get to know the person." Lii decided to utilize podcasts as a "long-form platform for building trust."

Reiwa PR partnered with Lii to strategically shape this project. With the aim of maximizing recruitment interest and further strengthening internal engagement, we supported the launch of "live voices" from Representative Ayumi Hirose and project partner Kazuma Sato (former professional soccer player) as one of the PR strategies.

Details of Support and Specific Initiatives

In this project, Reiwa PR provided total support for the following processes to refine podcast operation into a "weapon to accelerate management."

- Strategy formulation and concept design: Defining the "core" and "asset value" of the program. Beyond mere audio distribution, the PR strategy of "who to reach and for what purpose" was re-evaluated. Representative Hirose's strong philosophy that "all problems can be solved with exercise" was articulated, and the program was named "Undo ga 10 Wari." The program structure was designed as a "company asset" that can be listened to for years to come, rather than chasing temporary trends.

- Production and recording support: Providing "driving force" and "objectivity" to bring ideas to fruition from scratch. Reiwa PR took on the overall direction of practical work, from planning to recording and editing. The created content was also designed with secondary use in mind for the company's official YouTube and Instagram channels.

Since the start of operations, the following positive changes have already emerged:

- Linkage with integrated reports: Deep mutual understanding among core member candidates was achieved, where they understand the strategy through the company's published "integrated reports" and understand the personality through podcasts.

- Increased recruitment interest: Applications from individuals who "became fans after listening to the podcast" have increased, leading to smoother culture matching after joining the company.

- Internal branding: Employees regularly listening to the representative's words has reduced the "emotional distance" even as the organization grows, contributing to increased engagement.

More details can be found in this article:

https://note.com/micakozawa/n/n8545c20ec698

Message from the Representative Director of Lii Co., Ltd.

Ayumi Hirose

"I view public relations as 'the assetization of history' that weaves an unwavering brand even as times change. If we tried to launch this ourselves, we would inevitably hesitate, but Reiwa PR's presentation of the first draft accelerated the project significantly. We were also helped by their flexible response, such as directing online even during a business trip to Dubai. I want to continue building Lii's history through public relations."

Message from the Representative Director of Reiwa PR Co., Ltd.

Mika Ozawa

"This time, we had the opportunity to support Lii's podcast launch.

Lii, a young company founded in 2018, already has over 330 employees, and is expected to grow by nearly double this fiscal year. It is precisely at a time when the organization is about to make a big leap.

In such a phase of rapid growth, it is essential to continuously communicate not only the business but also 'what we aim for and what values we pursue' both internally and externally. For existing members, it is to align common understanding; for those who will join, it is to deepen their understanding. In particular, I felt that Ayumi-san's words and personality should be at the center of this.

On the other hand, the podcast medium does not succeed with correctness alone. No matter how good the content, 'whether listeners continue to listen' is everything. That is why, while valuing Lii's unique characteristics, we...