Reiwa PR股份有限公司（代表取締役：小澤美佳）於2026年2月24日（星期二），在長崎縣農業協同組合中央會（以下稱「JA長崎縣中央會」）主辦的「令和7年度 下期公關研究會」中，為JA及縣域組織的公關人員，線上實施了SNS運用研討會及工作坊。
隨著以年輕族群為中心的「飲食」與「農業」的關注點日益多元化，扎根於地方的JA也必須透過SNS進行資訊傳播。本次研修匯集了縣內公關人員，分享了根據各組織目的靈活運用最適合SNS的戰略規劃，以及透過實際帳號檢討來傳授實踐性技巧。
舉辦背景
目前，許多地方政府及團體都在經營Instagram等SNS平台，但現場常聽到「發文本身已成為目的」、「不確定哪個平台適合自家組織」等聲音。特別是對於肩負著與地方居民、會員及下一代粉絲建立連結的JA公關而言，若僅僅是單純的活動「告知」，將難以傳達組織的真正魅力與職員的心意。
針對這些課題，我們提出並非漫無目的地經營SNS，而是從目的與目標受眾（WHO）逆向推導的戰略性經營方式。我們重新定義了各平台（Instagram / X / YouTube / Facebook / TikTok / LINE / Podcast等）的特性，透過視覺化組織的「氛圍感」，提供連結至銷售額或招募等經營課題解決的「地圖與羅盤」。
當日情況
當天，以以下構成，目標是讓參與者了解透過公關建立粉絲的背景，並能帶回可立即實踐的公關手法，我們進行了具體方法的講解：
【第一部：講座】
首先，我們闡述了公關的變化，從過去的「自家宣傳」轉變為向社會傳達「價值主張」。我們利用PESO理論整理了自家組織的現狀，並傳達了「第一聯想度」的重要性。接著，從建立粉絲的角度，介紹了UGC（用戶生成內容）、ULSSAS購買循環模型，以及X、Instagram的演算法機制。同時也分享了地方政府的粉絲俱樂部、引起話題的食品製造商的SNS貼文等多樣化案例。
在SNS的運用區分上，我們以「擴散性」與「粉絲建立、信賴構築」兩個軸線來整理各平台。進一步，我們提出了運用SNS的公關活動中的三個重點：「① 目標設定（WHO）、② 媒體選擇考量（WHERE）、③ 透過敘事（故事）傳達（HOW）」。
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常見問題
What was the main objective of the strategic SNS utilization training held by Reiwa PR for JA in Nagasaki Prefecture?
The main objective was to equip JA and prefectural organization PR representatives with strategic planning skills for SNS utilization, enabling them to select the most suitable platforms for their specific organizational goals and effectively communicate their true appeal and staff's passion to build relationships with local residents, members, and future fans.
What challenges did JA PR representatives face that led to this training?
Common challenges included SNS posting becoming an objective in itself, uncertainty about which platforms are most suitable, and the difficulty of conveying the organization's true appeal and staff's passion through simple event announcements, especially when aiming to connect with local communities and younger generations.
What strategic approach did Reiwa PR propose for SNS utilization?
Reiwa PR proposed a strategic approach that calculates backwards from objectives and target audiences (WHO), rather than operating SNS haphazardly. This involves redefining the characteristics of each platform and visualizing the organization's 'atmosphere' to connect SNS activities to business outcomes like sales and recruitment.
What key concepts were covered in the lecture portion of the training?
The lecture covered the shift in PR from self-promotion to value proposition, the PESO theory for organizing current status, the importance of top-of-mind awareness, UGC, the ULSSAS purchasing cycle model, SNS algorithm mechanisms, and a framework for SNS differentiation based on 'spreadability' and 'fan building/trust establishment'.
What were the three main points presented for effective SNS PR activities?
The three key points were: 1. Target Setting (WHO), 2. Consideration of Platforms to Use (WHERE), and 3. Communicating through Narrative (HOW).
