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今さら聞けない 広報の考え方から実例のお話し / FukuokaPRP
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株式会社ヌーラボ
PRO
December 06, 2018
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今さら聞けない 広報の考え方から実例のお話し / FukuokaPRP
2018年12月6日(水)、ヌーラボ広報のメギーが「今さら聞けない 広報の考え方から実例のお話し」にて登壇させていただきました。その際にお話した資料です。
株式会社ヌーラボ
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December 06, 2018
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Transcript
ψʔϥϘྲྀίϛϡχέʔγϣϯܕ13ͷ ͜Ε·Ͱͱ͜Ε͔Β גࣜձࣾψʔϥϘใޒे࣊
About Nulab Inc. גࣜձࣾ ψʔϥϘͷհ
Copyright Nulab,inc. All Rights Reserved. ⏰ઃཱɿ݄ ຊࣾɿԬݝԬࢢ ΄͔ࣄॴɿ౦ژɺژ ւ֎ࢠձࣾ ɹ%/VMBC"TJB1UF-UE
γϯΨϙʔϧ &/VMBC *OD ΞϝϦΧ߹ऺࠃ '/VMBC#7 Φϥϯμ
Copyright Nulab,inc. All Rights Reserved. ॴࡏ 0⒏DF 3FNPUF
None
Copyright Nulab,inc. All Rights Reserved. ͯ͢ͷνʔϜ͕͑ΔϓϩδΣΫτཧπʔϧ ΞΠσΞΛܗʹ͢ΔϏδϡΞϧίϥϘϨʔγϣϯπʔϧ νʔϜϫʔΫͷͨΊͷϏδωεσΟεΧογϣϯπʔϧ
Copyright Nulab,inc. All Rights Reserved. Ϣʔβʔͷࠃɿւ֎ൺ $BDPP ࠃ 13.8% ւ֎
86.2%
ࣗݾհ
ޒे ࣊ Megumi Isogawa ɾגࣜձࣾ ψʔϥϘ PR & Community Manager
ɾ1989 Ԭݝੜ·Ε ɾ2012 ౦ژͷਓࡐࠂϕϯνϟʔʹӦۀ৬ͱͯ͠ೖࣾ ɾ2014 גࣜձࣾ LiB 2ਓͷࣾһͱͯ͠ೖࣾ ɾ2017 ԬʹΓɺגࣜձࣾ ψʔϥϘ ೖࣾ
Copyright Nulab,inc. All Rights Reserved. ݱࡏͷࣄ༰
ίϛϡχςΟ ใ 4/4 ͦͷଞ
Copyright Nulab,inc. All Rights Reserved. ຊ͓͢͠Δ͜ͱ 1. ͳͥใʹྗΛೖΕͨ΄͏͕͍͍ͷ͔ 3. גࣜձࣾ
ψʔϥϘͷ߹ : ίϛϡχέʔγϣϯܕPR 2. ใͷجຊɺωλͷ࡞Γํ
Copyright Nulab,inc. All Rights Reserved. ຊ͓͢͠Δ͜ͱ 3. גࣜձࣾ ψʔϥϘͷ߹ :
ίϛϡχέʔγϣϯܕPR 2. ใͷجຊɺωλͷ࡞Γํ 1. ͳͥใʹྗΛೖΕͨ΄͏͕͍͍ͷ͔
Copyright Nulab,inc. All Rights Reserved. લఏͲΜͳઢͰ͔͢ • ใͱ͍ͬͯ৭ʑ͋Δ → “߈Ί”
ΑΓ “कΓ” ͕ٻΊΒΕΔέʔεͳͲ͋Δ • ࢲ͕͢ͷɺ “ϚʔέςΟϯάͱͯ͠ͷใ” → தখاۀɺϕϯνϟʔ/ελʔτΞοϓاۀͷํʹࢀߟʹ͍ͯ͠ ͖͍ͨͩͨ༰
Copyright Nulab,inc. All Rights Reserved. લ৬Ͱͷֶͼ
Copyright Nulab,inc. All Rights Reserved. 13্͕खͳ-J#ͱ͍͏ձࣾ ۀϲ݄ະຬͰ ɾ8FCϝσΟΞճܝࡌ ɾϝσΟΞ͔Βͷ͍߹Θͤࣾ ˒ຖिɺඞͣԿ͔͠ΒͷϝσΟΞʹ࿐ग़
ɾϚεϝσΟΞഔମܝࡌ 8#4ɾܦ৽ฉ༦ץ໘ؚΉ
Copyright Nulab,inc. All Rights Reserved. 13্͕खͳ-J#ͱ͍͏ձࣾ
Copyright Nulab,inc. All Rights Reserved. 13ͳΜͷͨΊʁ ਓ ࠾༻ ࣗࣾαʔϏεͷ
ೝ ۚ ࢿۚௐୡͳͲ ৴༻ ظɺཧղؚΉ ใ ؔ࿈χϡʔε ଞࣾใͳͲ Ҿ༻ɿIUUQZPTVLFMJCIBUFOBCMPHDPNFOUSZ
Copyright Nulab,inc. All Rights Reserved. ଞʹϝϦοτ͕͋Δ • ෦ॺؒͷަྲྀͷ͖͔͚ͬʹͳΔ →ΠϯλϏϡʔऔࡐهࣄΛಡΉͱձ͕ੜ·ΕΔ •
ࣾһຬ͕ߴ·Δ →ͻ͍ͯఆணUPʹد༩͢Δ
Copyright Nulab,inc. All Rights Reserved. ϚʔέςΟϯάใʹྗΛೖΕΑ͏ʂ ࣄۀΛਪਐ͘͢͢͠ΔͨΊʹ ૣ͍͏͔ͪΒใʹྗΛೖΕΑ͏ Α͋͘ΔޡΓ ʮ·ͩग़ͤΔΑ͏ͳ͜ͱ͕ͳ͍͔Β…ʯ
ʮใʹྗΛೖΕΔϑΣʔζ͡Όͳ͍͔Β…ʯ ʮඅ༻ରޮՌ͕͔ΓͮΒ͍͔Βʯ
Copyright Nulab,inc. All Rights Reserved. ҙ͓͖͍ͯͨ͜͠ͱ • 1Λ10ʹݟͤΔͷεΩϧ͕ͩɺ0Λ1ʹ͢Δͷӕ • ʮ෩࿊ෑ͛Δʯඞཁ͕ͩɺ͛ͬͺͳͩ͠ͱ৴༻Λࣦ͏
Copyright Nulab,inc. All Rights Reserved. ຊ͓͢͠Δ͜ͱ 3. גࣜձࣾ ψʔϥϘͷ߹ :
ίϛϡχέʔγϣϯܕPR 2. ใͷجຊɺωλͷ࡞Γํ 1. ͳͥใʹྗΛೖΕͨ΄͏͕͍͍ͷ͔
Copyright Nulab,inc. All Rights Reserved. جຊͷྲྀΕ ใ୲ ϝσΟΞ ಡऀ
Copyright Nulab,inc. All Rights Reserved. ͨͱ͑ϓϨεϦϦʔε৴·ͰͷྲྀΕ • ϓϨεϦϦʔεΛॻ͘ • ϝσΟΞͷํʹऔΓ্͛ͯΒ͏
• ୭ʹͲΜͳҹΛ࣋ͬͯཉ͍͔͠ΛܾΊΔ • ͍ΖΜͳϦιʔεΛ֬ೝ͠ͳ͕ΒωλΛܾΊΔ • λΠϛϯάΛܾΊΔ • ίϯςϯπԽͯ͘͠͏
Copyright Nulab,inc. All Rights Reserved. 13ͳΜͷͨΊʁ ਓ ࠾༻ ࣗࣾαʔϏεͷ
ೝ ۚ ࢿۚௐୡͳͲ ৴༻ ظɺཧղؚΉ ใ ؔ࿈χϡʔε ଞࣾใͳͲ Ҿ༻ɿIUUQZPTVLFMJCIBUFOBCMPHDPNFOUSZ
Copyright Nulab,inc. All Rights Reserved. ϚʔέςΟϯάͱࠂɺ13ɺϒϥϯσΟϯάͷҧ͍ ग़యɿhttp://blog.btrax.com/jp/2015/04/05/marketingvsbranding/ తΛୡͰ͖ΔϝοηʔδΛϓϨε ϦϦʔεʹ·ͱΊΔ ɹɹˣ
৴པੑͷ͋ΔϝσΟΞ͕٬؍తͳࢹ Ͱͯ͘͠ΕΔ =ϚʔέςΟϯάPR
Copyright Nulab,inc. All Rights Reserved. ࠂͷํ͕ૣ͘ͳ͍ʁ ࠂ 13 ϝσΟΞಛੑ ϖΠυϝσΟΞ
Λߪೖ͢Δ ΞʔϯυϝσΟΞ ڞײΛಘΔ هࣄ༰ اۀଆ͕ίϯτϩʔϧՄೳ ༰هऀͷࡋྔʹΑΔ จ຺ ओ؍త ٬؍త ৴པɾڞײ ˚ ˕ ϝσΟΞϨόϨοδ º ̋
Copyright Nulab,inc. All Rights Reserved. ᶃ୭ʹͲΜͳҹΛ࣋ͬͯཉ͍͔͠ • ࠓճͷϓϨεϦϦʔεԿΛతʹ͢Δ͔ʁ →αʔϏεར༻ऀ૿ʁ࠾༻ީิऀ૿ʁೝ্ʁ •
ग़དྷࣄΛ͋Γͷ··͑Δ͚ͩͰͳ͘ɺ తʹରͯ͠ޮՌతͳPRΛࢦͦ͏ ࠷ॏཁ
Copyright Nulab,inc. All Rights Reserved. ᶄωλΛܾΊΔ ϙΠϯτɿٯ͔ΒΠϝʔδΛΒ·͍ͤͯ͘ ΰʔϧɿ ̋̋ʹ 999ͳҹΛ
࣋ͬͯΒ͏ ͲΜͳϝσΟΞʹʁ ͲͷλΠϛϯάͰʁ ͲΜͳ෩ʹʁ ͲΜͳωλʁ
Copyright Nulab,inc. All Rights Reserved. ᶄωλΛܾΊΔ • ग़͍ͨϝσΟΞΛ؍͠ɺಡऀͷʮࣗ͝ͱԽʯͷΛ୳Δ →ͲΜͳهࣄɾ༰͕ଟ͍͔ʁ
Copyright Nulab,inc. All Rights Reserved. ᶄωλΛܾΊΔ ৽نཁૉ ৽αʔϏεɺ৽ͳͲ ࠓ·Ͱͳ͔ͬͨͷ ٕज़ཁૉ
ٕज़ֵ৽ɺػೳ༥߹ɺ ಛڐͳͲ ࣏ཁૉ ๏ɺن੍؇ɺํͳͲ اۀʹӨڹͷ͋Δͷ ࣌ྲྀཁૉ ΦϦϯϐοΫɺ"*ͳͲ ੈͷதͰʹͳ͍ͬͯΔͷ େཁૉ ఏܞɺେܕࢿۚௐୡɺ ࢿɾങऩͳͲ େऺཁૉ ༗໊ਓͳͲ෯͍ʹ ड͚ೖΕΒΕΔใ قઅཁૉ ͓ਖ਼݄ɺΫϦεϚεͳͲ قઅ͝ͱʹʹͳΔςʔϚ ࣮ཁૉ ར༻ऀ̋ສਓಥഁɺ ച্̋ԯԁୡͳͲ ࣮རཁૉ ΩϟϯϖʔϯɺແྉηϛφʔͳͲ
Copyright Nulab,inc. All Rights Reserved. ᶄωλΛܾΊΔ ʮͳʹ͕ʹͳ͍ͬͯΔͷ͔୳͢ͷେมʜʯ ʮͳʹ͕ωλʹͳΔͷ͔͔Βͳ͍ʜʯ ϓϨεϦϦʔε৴αʔϏε
Copyright Nulab,inc. All Rights Reserved. ᶄωλΛܾΊΔ ०ΩʔϫʔυΛݟ͚ͭΒΕΔ΄͔ɺ ϓϨεϦϦʔεͷ͓खຊ͕ࢁͷΑ͏ʹ͋Δ
Copyright Nulab,inc. All Rights Reserved. ᶅϓϨεϦϦʔεΛॻ͘ • େલఏɿϑΝΫτ͕͋Δ͜ͱ • ใ͕ड͚खʹͱͬͯ৽Ͱ͋Δ͜ͱ
• ϝσΟΞͷઌͷड͚खΛҙࣝ͢Δ͜ͱ ϓϨεϦϦʔεΛॻ͘ࡍʹҙࣝ͢Δ͜ͱ
Copyright Nulab,inc. All Rights Reserved. ᶅϓϨεϦϦʔεΛॻ͘ • ࠷͍͑ͨ͜ͱͳʹ͔ΛܾΊΔ • 5W1HΛཧ
• ࣈΛ͍ɺͳΔ͘۩ମతʹ • ࣸਅಈըɺը૾Λ׆༻͢Δ • ઐ༻ޠආ͚Δ ਓؾͷɹˠɹʮ30ඵͰചʯʮຊͰ࠷ར༻͞Ε͍ͯΔʯ ޮԽɹˠɹʮXXͷ࡞ۀΛ1/3ʹॖͨ͠ʯ
Copyright Nulab,inc. All Rights Reserved. ᶅϓϨεϦϦʔεΛॻ͘ ൃߦɺاۀ໊ͳͲ ཁ λΠτϧ ༰
͓͍߹Θͤઌ ࠷ॏཁʂ࠷͍͑ͨ͜ͱΛΩϟονʔʹॻ͘ ཁʹʮ୭ʹͱͬͯͳʹ͕Ͳ͏ͳͷ͔ʁʯΛ؆ܿʹ ઢʮಡऀ͕Γ͍ͨ༰ɺϫΫϫΫ͢Δ༰ʯ ࿈བྷͷऔΕ͍͍͢߹ΘͤઌΛهࡌ
Copyright Nulab,inc. All Rights Reserved. ᶅϓϨεϦϦʔεΛॻ͘ • ϓϨεϦϦʔεҎ֎ʹϦʔνͰ͖Δํ๏ͳ͍͔ʁ هऀൃදձɺهऀษڧձɺΠϕϯτొஃɺग़లɺ։࠵ɺΞϫʔυ։࠵ɺಈըɺ ֤छSNSɺΫϥυϑΝϯσΟϯάɺΠϯϑϧΤϯαʔʹΑΔհɺίϛϡχςΟɺ
ϒϩάɺΦϯυϝσΟΞɺWikipediaͳͲ • త(୭ʹɺͲΜͳҹΛ࣋ͬͯΒ͏͔)Λୡ͢Δํ๏Λৗ ʹ͠Α͏
Copyright Nulab,inc. All Rights Reserved. ᶆϝσΟΞʹऔΓ্͛ͯΒ͏ • PR TIMESͳͲͷϓϨεϦϦʔε৴αΠτΛར༻͢Δ •
ϝσΟΞͷʮϓϨεϦϦʔεૹ৴ʯͳͲ͔ΒϝʔϧΛૹΔ • ϝσΟΞͷهऀ͞Μͱྑ͘ͳΓɺܝࡌͯ͠Β͏
Copyright Nulab,inc. All Rights Reserved. ຊ͓͢͠Δ͜ͱ 3. גࣜձࣾ ψʔϥϘͷ߹ :
ίϛϡχέʔγϣϯܕPR 2. ใͷجຊɺωλͷ࡞Γํ 1. ͳͥใʹྗΛೖΕͨ΄͏͕͍͍ͷ͔
Copyright Nulab,inc. All Rights Reserved. ݄ʙ݄ͷείΞ • ϝσΟΞܝࡌ104ճ →ฏۉ9.5ճ/݄ •
ϓϨεϦϦʔε62ຊ →ฏۉ7.3ຊ/݄ →੍ࣾɺొஃʹ͍ͭͯɺௐࠪϨϙʔτɺࣄྫϦϦʔεͳͲ༷ʑ
Copyright Nulab,inc. All Rights Reserved. ψʔϥϘͷݱࡏͷใςʔϚ • ΠϯλʔωοταʔϏεΛߦ͏ձࣾͷͨΊɺΦϯϥΠϯ͕ओઓ →ςϨϏɺ৽ฉ ʻ
ωοταʔϏεܥΦϯϥΠϯϝσΟΞ →͞Βʹݴ͏ͳΒ “ϦϯΫ͖” Λॏࢹ • 2017ʮ࠾༻ʹޮ͘ใʯɺ2018ʮϓϩμΫτใʯ
Copyright Nulab,inc. All Rights Reserved. ϓϨεϦϦʔεΛग़͢·Ͱͷϑϩʔ ωλग़͠ͳͲ ਐḿཧ ϓϨεϦϦʔεࣥච ΠϝʔδϏδϡΞϧ࡞
৴
Copyright Nulab,inc. All Rights Reserved. #BDLMPHͰͷਐḿཧ IUUQTOVMBCCBDLMPHKQWJFX."3,&5*/(+1
Copyright Nulab,inc. All Rights Reserved. ϓϨεϦϦʔε͑Λڭ͑ͯΒ͏ ϝσΟΞͷํʹใൃ৴ͷϓϩϑΣογϣφϧ ☑ Ͳ͏͢Εଟ͘ͷํʹݟͯΒ͑Δ༰ʹͳΔ͔Λ૬ஊ ☑
ͦͷϝσΟΞͷಡऀʹ༗ӹͳใʹ͍ͭͯ୳্ͬͨͰใఏڙ ☑ ΦϑϥΠϯΛؚΊͯྑ͍ͯͨͩ͘͘͠
Copyright Nulab,inc. All Rights Reserved. 5XJUUFSͳͲͷԠΛॏࢹͨ͠zίϛϡχέʔγϣϯܕz νϟοτπʔϧʮTypetalkʯͰ ΤΰαʔνΛ׆༻
Copyright Nulab,inc. All Rights Reserved. 5XJUUFSͳͲͷԠΛॏࢹͨ͠zίϛϡχέʔγϣϯܕz Twitterͷ࠷্෦ʹ ʮऔࡐґཔ͓͍ͪͯ͠·͢ʂʯߘΛݻఆ
Copyright Nulab,inc. All Rights Reserved. 5XJUUFSͳͲͷԠΛॏࢹͨ͠zίϛϡχέʔγϣϯܕz ϓϨεϦϦʔεΛ ݸผʹ͝Ҋ ϓϨεϦϦʔεΛίϯςϯπͱͯ͠ ೋ࣍ར༻͢Δ
Copyright Nulab,inc. All Rights Reserved. 5XJUUFSͳͲͷԠΛॏࢹͨ͠zίϛϡχέʔγϣϯܕz ϓϨεϦϦʔεωλΛ Twitter͔Β୳͢
Copyright Nulab,inc. All Rights Reserved. ࣾͷ͓Βͤlίϛϡχέʔγϣϯܕz ؔΘͬͨϝϯόʔʹεϙοτΛͯΔ ͳΜͷͨΊʁΛ໌ه͢Δ
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ରԠຬ͕3ि࿈ଓͰ80%͑ • ϢʔβʔͱͷΓͱΓͰʮ͜Εʂʯͱ͍͏ͷʁ ϏοάωʔϜͷར༻ࣄྫ/ϝσΟΞଆͷར༻(औࡐଧ)/ϔϏʔϢʔβʔͷࣄྫ • ଞاۀͱͷڞಉاըͰεΠϛʔʹ ψʔϥϘɺʮԬࢢબڍͷථʹߦͬͯɺԬͷITاۀͷϊϕϧςΟάοζΛͯΑ͏ʂΩϟϯ ϖʔϯʯʹࢀը
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ʮͦ͢͝͏ʹݟ͑Δʯେࣄ • ϝσΟΞͷํPR TIMESͰݕࡧͯ͠ωλΛ୳͢͜ͱ͋Δ →ͳʹ͕͞Δ͔͔Βͳ͍
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- PR - ΧελϚʔαΫηε - ίϛϡχςΟͷ࿈ܞڧԽ
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γΣΞͨ͘͠ͳΔ༰ݴ༿ Λ৺͕͚Δ ☑ දͷڮຊͷίϝϯτɺݴ ͍ճ͠ͳͲΛमਖ਼͠ͳ͍
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Copyright Nulab,inc. All Rights Reserved. ψʔϥϘͷใͱͯ͠ҙ͍ࣝͯ͠Δ͜ͱ νʔϜϝϯόʔͪΖΜɺϝσΟΞͷํઌഐใ͞ΜΛཔΓ ࣗͻͱΓͰͲ͏ʹ͔͠Α͏ͱࢥΘͳ͍͜ͱ ϓϩμΫτΛ௨࣮ͯ͠ݱ͠Α͏ͱ͍ͯ͠Δੈք؍ɺ ΈΜͳͰҭΜͰ͖ͨจԽงғؾΛͳΔ͑͘Δ͜ͱ
ͻͱΓΑ͕Γ(ψʔϥϘΑ͕Γʁ)Ͱͳ͘ɺ Ϣʔβʔࣾ֎ؔऀͷࢥ͍(ײँܹྭͳͲ)Λ͑Δ ίϛϡχέʔγϣϯπʔϧͱͯ͠ػೳ͢Δ͜ͱ
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ψʔϥϘͷ߹ : ίϛϡχέʔγϣϯܕPR 4. (͓·͚)ใ୲Ͳ͏͍͏ਓ͕୲͏ͱྑ͍͔ʁ 2. ใͷجຊɺωλͷ࡞Γํ
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