PR DX-Innovating Corporate Communication toward the Era of Value Co-Creation

Ohashi Y, Shibayama S, Kitami K and Komatsu Y

Published on: 2022-11-20


The purpose of this research is to clarify what kind of transformation is required in Public Relations (referred to as PR) as Digital Transformation (referred to as DX) accelerates, and customer-oriented value co-creation progresses. The result of considerations from a questionnaire survey of PR staff and case studies, we found that PR plays a core role to increase engagement through various points of contact with customers, employees, and society by maximizing the benefits of digital technology. It is important to improve brand value by accumulating reputation and trust by visualizing experience value such as perceptions and empathy generated by employees' practice of philosophy and purpose, and customer-company-employee interaction.