A 'Bible of PR Practices: General Theory Edition' Explaining PR Activities in an Easy-to-Understand Way Has Been Released

Tanshiki Inc. (Headquarters: Kawasaki City, Kanagawa Prefecture; CEO: Kazuhisa Akiyama) has formulated and today released the "Bible of PR Practices: General Theory Edition (β version)," a conceptual model that structures the diverse wisdom of PR practices using "formulas." This model expresses the essentials for achieving results in PR, which has often relied on experience and intuition, through formulas using addition, subtraction, multiplication, and division. By structuring it into upper, middle, lower, and foundational concepts, it has become possible to grasp the overall picture of PR practices systematically. Announcement Overview: From "Experience and Sense" to "Formulas": We have formulated the "Bible of PR Practices," which structures the tacit knowledge (wisdom) for creating results in PR into formulas, and have released the upper and middle concepts as the General Theory Edition for free. Co-creation with Generative AI: We fused the knowledge and experience of practitioners with the logical structuring capabilities of the latest AI, visualizing the dynamics of practice from an engineering perspective. A Common Language for Management and PR: We defined PR practice as "a management function that maximizes driving force in normal times and defensive pressure in emergencies by accumulating the intangible asset of 'trust deposit,'" and systematically compiled concepts to serve as a common language for management and PR. Background: "Structuring" the "Tacit Knowledge" of PR Practices. PR practice has historically relied heavily on personal sense and experience, posing challenges for systematic handover to new staff and for explaining its value to management. Tanshiki Inc. views PR activities as "dynamics" that generate or suppress certain phenomena and has structurally expressed the essentials for achieving practical results as "formulas" using an engineering approach. In its formulation, based on the diverse real-world experiences of CEO Akiyama as a journalist, PR practitioner, and consultant, we engaged in dialogue with generative AI to complete a formula model that balances practical reality with logical consistency. Comment from Kazuhisa Akiyama, CEO of Tanshiki Inc.: "This formula model is an attempt to systematize the wisdom of PR practices (the essentials for creating results), mobilizing all my experience in in-house PR, consulting, training, and guidance. By releasing this bible for free, I wanted to contribute to raising the bar for everyone involved in PR, including our competitors. When the essentials for success are deeply understood, they become 'Tanshiki' (insight), and anyone can act with confidence. This is the General Theory Edition, but we will also be releasing formula models for individual practice areas, so please look forward to them. We will continue to provide new and unprecedented options and frameworks, mainly in the field of PR." Common Problems in PR and the Formula Model's Role (Benefits & Use Cases): (1) PR often relies on experience and sense, leading to insufficient handover. The formula model conceptualizes and systematizes the definition of PR activities from a practical viewpoint and the variables that affect results. Even with little experience, one can "quickly get an image" of the whole picture. (Learn wisdom efficiently) (2) During internal coordination, superiors' preferences or the voices of the department in charge tend to be prioritized (difficulty in reaching a common understanding). The formula model objectively presents the dynamics that unexpectedly act as pluses or minuses in maximizing PR results. It becomes easier for the PR department to explain "let's do this, let's avoid that" without being swayed by power balances. (Makes internal coordination easier) (3) Dealing with a constant stream of new topics makes the work feel like "flow." The formula model incorporates the concept of "stock" into PR outcomes. It becomes easier to consider and check how to accumulate "flow" work as stock, or whether it is being accumulated. (Improves the quality of activities and reviews) Note, this formula model is not a mathematical equation intended to quantify PR results or effects themselves. It is a conceptual visualization of the essentials of PR practice and its practical dynamics. It assumes that the variables leading to results are not purely independent but have interactions (synergies). It pursues the improvement of operational quality rather than the quantification of results (mathematical correctness). Systematization of PR Practice: A 4-Tier Model. This bible organizes PR activities into the following four tiers: Upper Concept (Fundamental General Theory): A model for creating "impact" through PR activities. Middle Concept (Practical General Theory): A model for stakeholder "attitude change," the source of impact (organized along three work types: external PR, internal PR, and advisory activities to management). Lower Concept (Practical Specifics): A quality model for the "output" produced by daily practices (organized by subdividing individual practice areas along the three work types above). Foundational Concept (Foundational Specifics): A throughput model for the "person (processing capacity)" who produces results. Scope of the "General Theory Edition": The "General Theory Edition" released this time covers the Upper Concept (Fundamental General Theory) and Middle Concept (Practical General Theory) among the four tiers. The Lower Concept (Practical Specifics) will be released in the future, divided into smaller parts such as Proactive Media Relations, Defensive Media Relations, Corporate Website & Official Social Media Accounts, Internal Communications, and Advisory Activities. PR Practice Formula Models 【Upper Concept (Fundamental General Theory)】 1. Impact Creation Model through PR Activities (Imp Model) A conceptual formula model that organizes the method of creating impact on society and management through PR activities. Overview: A conceptual formula model that organizes the method of creating impact on society and management through PR activities. Formula Model: Imp = { ( EvP × ComQ ) / Noi } × Td Imp (Impact): Impact on society and management. EvP (Event Power): The informational value and energy of an event/topic. ComQ (Communication Quality): The quality of internal and external PR activities. Noi (Noise): Environmental noise (e.g., news supply/demand, social cynicism). Td (Trust Deposit): An amplifier and buffer for impact. Point: The power of the event (EvP) and the quality of communication (ComQ) are mutually complementary and are suppressed by environmental noise (Noi). The trust deposit (Td) functions as "leverage" that amplifies all these results. According to this formula model, PR practice can ultimately be defined as "a management function that maximizes driving force in normal times and defensive pressure in emergencies by accumulating the intangible asset of Td (trust deposit)." While maximizing temporary Impact is important, building up the trust deposit with a long-term perspective leads to even greater Impact maximization. 2. "Trust Deposit" Composition Model (Td Model) A conceptual formula model that organizes the components of the "trust deposit" which greatly influences the impact of PR activities. Overview: A conceptual formula model that organizes the components of the "trust deposit" which greatly influences the impact of PR activities. Formula Model: Td = Σ { ( Ac × Tr × Em ) / Hy } Td (Trust Deposit) Σ: Represents the "sum over time," including the accumulation of daily activities and ripple effects. Ac (Action & Achievement): Walking the talk, achievements. Tr (Transparency): Transparency and sincerity. Em (Empathy): Empathy and compassion. Hy (Hypocrisy): Hypocrisy (disappointment) *The denominator that erodes trust. Point: Trust is accumulated as a sum over time (Σ). The product of action/achievement (Ac), transparency (Tr), and empathy (Em) forms the asset, but the moment hypocrisy (disappointment) (Hy) occurs, the denominator inflates, and the trust asset rapidly disappears. It is important to continuously show one's true self (if you are a villain or an edgy brand, PR that consistently meets those expectations is key; being true to oneself does not necessarily mean being a saint). 3. "Trust Deposit" Accumulation Model (GT Model) A model that organizes what should be意識in all internal and external PR activities to accumulate the trust deposit. Overview: A model that organizes how to accumulate the trust deposit, to be kept in mind in all internal and external PR activities. Formula Model: GT = ( Aext × Aint × Amgt ) / Gap GT (Generate Trust): Method of accumulating trust deposit. Aext (Attitude Change / External): External attitude change. Aint (Attitude Change / Internal): Employee attitude change. Amgt (Attitude Change / Management): Management attitude change. Gap (Two-faced Gap): Consistency between the public face and internal reality (discrepancy between external communication and internal reality). Point: Synchronizing attitude changes from external PR (Aext) and internal PR (Aint), as well as updating the perception of management (Amgt) through advisory activities (intelligence function), leads to the maximization of the trust deposit. The suppression of the "gap between the public and private face (Gap)" is an absolute condition for building trust. The trust deposit can be accumulated by working with management to align the public face (external communication) and the private face (internal reality). 【Middle Concept (Practical General Theory)】 4. Outcome Creation Model for External PR Activities (Aext Model) A model that organizes the necessary elements to achieve "attitude change" such as expectations, evaluations, and actions from society in the realm of external communications. Overview: A model that organizes the necessary elements to achieve "attitude change" such as expectations, evaluations, and actions from society in the realm of external communications. Formula Model: Aext = Ctx × Vec × { ( Rch × Frq ) + ( Trs × Und ) } × Pt Aext (Attitude Change / External): External attitude change. Ctx (Context): Clarification of social relevance ("external significance"). Vec (Vector): Clarification of objectives (whose attitude, what attitude, and how to change it). Rch × Frq (Reach × Frequency): The power of flow (accuracy of reach and frequency of contact). Aut × Und (Authority × Understanding): The power of stock (authoritativeness/expertise and ease of understanding). Pt (Path): Channel linkage that eliminates friction to action. Point: Based on the premise of social relevance (Ctx) and clear objectives (Vec), "the power of flow (reach, frequency)" and "the power of stock (authority, understanding)" complement each other, and a smooth path (Pt) promotes attitude change. External PR's key to maximizing results is "finding a point of contact with society, and then considering who, what, and how." 5. Outcome Creation Model for Internal PR Activities (Aint Model) A model that organizes the necessary elements to achieve "attitude change (e.g., engagement)" among employees in the realm of internal communications. Overview: A model that organizes the necessary elements to achieve "attitude change (e.g., engagement)" among employees in the realm of internal communications. Formula Model: Aint = Vec × ( Flw × Dlg ) × Rcg Aint (Attitude Change / Internal): Employee attitude change. Vec (Vector): The heart's pump (clarification of purpose and target). Flw (Flow): The artery (an outbound channel for fast and accurate information from the company). Dlg (Dialogue): The vein (two-way dialogue and feedback from the field). Rcg (Recognition): Body temperature (emotional rewards through praise and recognition). Point: Based on a clear purpose (Vec), a top-down flow