Featured in Trendsetters of Public Relations

The new edition of The Trendsetters of Public Relations is out! It features an interview with Parthenon Japan CEO, Parker J. Allen.

The Japanese language book by the Public Relations Society of Japan is now in its third edition. Since it began, it has highlighted the latest trends in the Japanese PR industry, including innovative activations and local government initiatives.

This edition focuses on new areas of business in Japan’s PR industry, moving beyond just  press conference planning and press releases. The book features 11 chapters that share the perspectives of both PR agencies and clients. Parthenon Japan’s work is featured in Chapter 10.

In the chapter, Allen explains Parthenon Japan’s GUAPO framework. This approach highlights five areas of focus we have identified for public relations over the next decade.

At Parthenon Japan, our mission is to close the communication gap between companies and stakeholders in government and civil society, and find new ways to use strategic public relations to improve corporate reputation.

GUAPO stands for:

  • Global
  • Unique
  • Advocacy
  • Partnership
  • Ownership

GUAPO consists of hints to the future. We are not saying, “You need to cover all of these five areas, otherwise you cannot engage in PR activities that will work in the future.” Rather, these five areas are a guide to give new inspiration and encourage creative problem solving through communications.

(Excerpt from p.288)

Allen also talks about the insights and attitudes expected from practitioners in the rapidly changing world of public relations in Japan with examples and case studies.