Tokyo, December 21 ― The Public Relations Society of Japan (PRSJ) has chosen Dentsu Public Relations Inc. as the 2012 recipient of its Grand Prix, Japan’s foremost public relations award. The win is Dentsu PR’s second in a row and fifth in total for the agency.
This year, Dentsu PR was honored for a campaign implemented to improve the PR skills of the Japanese Red Cross Society’s 60,000 employees, aimed at strengthening the organization’s internal and external communication capability. Undertaken by Dentsu PR’s Communication Design Division, the project was among the top seven entries from a field of 23 recognized at the 2012 PRSJ Grand Prix award ceremony held on December 6 in Roppongi, Tokyo. The PRSJ inaugurated the Grand Prix awards in 2001.
“I am delighted that we could receive the Grand Prix for the second consecutive year,” said Takehiko Chikami, President and CEO of Dentsu PR. “We place great importance in using PR for ‘serving the public good,’ and will continue to devote ourselves to providing the best quality consulting service and solutions.”
The project, named “Cross Communication – a PR campaign for the Japanese Red Cross Society”, harnessed the communication skills of the Society’s staff so successfully that when the Great East Japan Earthquake struck in March 2011 the Society was at the vanguard of disseminating news of the disaster and, more importantly, about how the relief effort swung swiftly into action.
Kenji Hanaue, Chief of the Communication Design Division responsible for the winning project, commented: “The PR activities of the Japanese Red Cross, carried out on a limited budget, above all originate from the PR skills of each of the organization’s 60,000 staff. What I felt strongly from this project was that ‘corporate communications originate from within organizations.’”