Business: Japan firms ignore foreign media at own peril

Japanese companies need to improve their communication with the foreign media when attempting to expand their presence in overseas markets, says a Tokyo-based expert in corporate public relations.

The overseas media coverage of Japans nuclear crisis — sometimes criticized here as exaggerated or sensational — partly reflects the failure of the Japanese to release enough relevant information in English, according to Jochen Legewie, president of CNC Japan K.K.

The head of the Japanese unit of the German communications consultancy was speaking April 20 at a seminar organized by Keizai Koho Center on how Japanese firms can beef up their public relations and corporate communications skills vis-a-vis the foreign media — which he called "one of the stakeholders" in Japanese firms looking to expand abroad.

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