Media relations is at the heart of every communications campaign and describes the part of a public relations campaign that use the media as a channel helping the public to understand better the company and its products or certain issues or topics.

An organization's media relations strategy is often the most critical element of its communications mix. Any program designed to change opinions, perceptions and attitudes must consider one or several forms of media channels.

Burson-Marsteller places media relations strategy at the core of every integrated communications program. Our specialists, knows the Japanese media as well as the international media based in Japan and know how to help your company communicate with your target audience through various forms of media, online, trade papers, broadcast or even new media like blogs or social networks.

A Media Relation program can include:

• Strategy and message development
• Tracking and analysis of your company in the media
• Audience Targeting – identifying your target audience and what they read
• Bylined development and placement
• Audits
• Editorial campaigns
• Media training
• Media tours