VIDEO: Cosmo's Kumi Sato discusses the state of PR in Japan

In the interview, Sato agrees with the observation that public relations practice in Japan remains relatively traditional and under-developed compared with other advanced markets. As one of the country’s youngest company presidents, she points to the fact that innovation at Japanese firms was often stifled by elderly management figures out of touch with changing times.

A further barrier to public relations development in Japan is the continued focus from domestic clients on advertising. However, Sato notes that companies are increasingly understanding the relevance of sound public relations practice in the wake of Toyota’s recent safety crisis.

Sato goes on to discuss the talent issue, admitting that finding candidates with an understanding of non-traditional platforms can be challenging. A way of tackling this, she says, is to hire promising graduates at entry-level and provide them with sufficient incentives to develop their careers on the agency side.

With her agency this year celebrating its 50th anniversary, Sato concludes by outlining the areas of focus for the coming year. These include further developing the healthcare practice, which already accounts for the bulk of the firm’s revenues, as well as expanding in the field of biotechnology.

Sato has headed Cosmo since 1987; over the past 20 years, the agency has carved a niche in Japan by taking a ‘bicultural’ approach, and has worked with more than 500 international companies in the market.