1.
public relations activities; publicity work carried out by a company, government agency, or organization
The range of activities an organization undertakes to communicate information about itself or its services to the public — press releases, press conferences, social media posts, information pamphlets, advertising campaigns, and community outreach. The focus is on building understanding and a favorable image rather than on direct sales.
The city is stepping up its publicity activities for the childcare support program.
Compound of 広報 ('public relations; publicity') and 活動 ('activity; activities'). 広報 alone is often used as a department name (広報{部|こうほうぶ} 'PR department'); 広報活動 refers to the activities carried out by such a department.
Usage
- Contrast with 宣伝 ('advertising; publicity') and マーケティング ('marketing'): 広報活動 emphasizes neutral information dissemination and image-building, while 宣伝 and マーケティング more directly aim at sales or persuasion.
- Used by both private companies and public organizations. Local governments in particular refer to their newsletter distribution, town-hall postings, and information campaigns as 広報活動.
- Often paired with purposes: 認知度向上 ('raising awareness'), イメージ戦略 ('image strategy'), 情報発信 ('information dissemination').
Common collocations
- 広報活動を行う: to conduct PR activities
- 広報活動に力を入れる: to put effort into PR
- 広報活動を強化する: to strengthen/expand PR activities
- 積極的な広報活動: proactive PR activities
- 企業の広報活動: corporate PR activities
Similar words
- 広報: public relations; PR — the shorter form; also refers to the PR department itself.
- 宣伝: advertising; publicity — more sales-oriented and persuasive in tone.
- PR: PR — the loanword/abbreviation, common in company slogans and recruitment ('自己PR' = 'self-promotion').
- 広告: advertisement; advertising — a paid message with clear commercial intent; narrower than 広報活動.