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Cataler-Public Relations Strategy (C-PRS)

Cataler-Public Relations Strategy (C-PRS)

Cataler conducts strategic PR (*) for stakeholders (*) that takes account of the content, form and method of "information to be sent (provided)" and "information to be received (collected)", as well as the organizations and employees involved in handling such information.

*Stakeholders
Stakeholders are any 'interested' parties. Stakeholders in business refer broadly to all interested parties in a corporate organization (e.g., shareholders, managers, employees, customers, suppliers, etc.).

*PR
"PR" included in the name C-PRS (Cataler-Public Relations Strategy) is a term that refers to general communication activities (= public relations) aimed at building good relationships with the public. In order to build good relationships, it is necessary to convey information so that the other party can correctly understand our company, and at the same time, it is necessary to receive information so that we can correctly understand the other party. With this background, public relations refers to communication activities that include both the transmission and reception of information, and are conducted with the aim of building good relationships with the target audience.

What is C-PRS (Cataler-Public Relations Strategy)?

C-PRS directly aims to revitalize and improve the efficacy of Cataler's public relations (PR) activities, but it is a means, not an end in itself. The ultimate goal of C-PRS is to improve corporate value. Therefore, we aim to achieve quantitative key performance indicators (KPIs) with an indicator of our reputation (assessment) from our stakeholders for our corporate activities based on our management philosophy and Global VISION 2025 as indicators.

Subject of PR

Handling of information that the Cataler Group transmits (provides) to its stakeholders, and receives (collects), including the content, form and method of handling the information, as well as all organizations and employees involved in transmitting and receiving such information.

Representative stakeholders of Cataler

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Efforts companies make to understand stakeholder concerns (examples)

Customers: If there is any problem with the quality, the information is properly disclosed to the customer in the news release.

Communities: We contribute to society through volunteer activities, etc.

Employees: We conduct surveys based on employee satisfaction, etc., and provide an appropriate response.

Suppliers: We encourage business partners to work on CSR and environmental issues.

Shareholders: We listen to opinions and requests at general meetings of shareholders, etc.

Structure / Planning period

Public relations is like nurturing a plant: if you rush into something, you will hinder its growth. Thus, the C-PRS will cover a five-year period starting in January 2023, and will consist of two parts: the overall framework of the C-PRS (hereinafter referred to as the "Master Plan") and an action plan based on the Master Plan (hereinafter referred to as the "Action Plan").

I: Master Plan

It formulates the framework and structure of the entire C-PRS as a public relations strategy for Cataler

We will grasp the current evaluation from each stakeholder, clearly state the GAP with key goal indicators (KGIs) in documents, and share identified key issues and solutions (Action Plan) with the whole company to foster awareness of public relations. In addition, when new management issues arise, we will revise the Master Plan in a timely manner.

II: Action Plan

Clarify the details of specific initiatives to achieve key goal indicators (KGIs)

We apply the Master Plan to specific PR activities, and set key performance indicators (KPIs) and their goals to assess our activities. Stakeholder representatives and the Secretariat regularly provide feedback, and identify remaining issues. We will then add solutions to those issues to the next Action Plan.

We clarify outcomes and impacts, and build long-term relationships for stakeholders, society and the organization

Promote understanding of technologies, products and services

Promote understanding of technologies, products and services: Through advanced technologies and products that satisfy our customers (consumers) and create a prosperous society, we will deepen communication and build long-term relationships with the individuals, groups and society surrounding Cataler.

Promote understanding of corporate culture

Promote understanding of corporate culture: We will pass on, as part of Cataler's DNA, a "corporate culture" in which employees maximize their abilities and challenge new possibilities on a daily basis, and a "spirit of challenge" that has enabled us to overcome great obstacles.

Loved and trusted by local people

Loved and trusted by local people: Based on our management philosophy and the “Comprehensive Partnership Agreement” (*) concluded with Kakegawa City in 2017, we aim to build a good relationship with the local community, and create a company that can contribute to the development of the region.

(Example) Efforts for local communities

Comprehensive partnership agreement between Kakegawa City and Cataler

Coordination items (PR initiatives)

(1) City promotion.
(Participation in the City Promotion Kakegawa Model / Tie-up with Shining Kakegawa Support Ambassador Tsukasa Oshima, etc.)
(2) Disaster countermeasures and disaster prevention.
(posting of advertisements on power poles to guide people during evacuation)
(3) Child/youth upbringing support, and child care support.
(“WAKUWAKU Science Class”, an extracurricular class for future generations)
(4) Health promotion.
(posting of health ordinances / planning yoga classes and bone density measurement events for local residents)
(5) Environmental conservation.
(Advertisements appealing to environmental conservation will be posted on transportation media and outdoor billboards, etc., in the neighboring area)
(6) Support for the elderly and people with disabilities.
(7) Promotion of active participation by women.
(8) Promotion of culture, arts and sports.
(9) Other matters necessary to achieve the aims of the preceding article.

Wrapping train "Cataliner" illustrated by Tsukasa Oshima

"WAKUWAKU Science Class", an extracurricular class for future generations

Advertisements appealing to environmental conservation chosen from candidates drawn by the public

Sponsorship contract presentation with Tsubaki Miki held with citizen participation

Future Plans

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You can see the plans by scrolling horizontally.

*1st Master Plan
Started in December 2014. A two-stage approach of Master Plan and Action Plan is applied from the second phase.

Main activities in 2022

Committee established

To ensure that all Cataler persons are ambassadors for strategic public relations, they participate in determining the objectives of the C-PRS and the Master Plan and Action Plan, and promote activities that play a role in disseminating public relations activities throughout the Cataler Group. At Cataler, every employee is a flag bearer for advertising.

Formulation of Master Plan and Action Plan

We will formulate a Master Plan by December 2022, and an Action Plan by March 2023.