One press release became the spark for a new business model

Overview

Client: Eiyo Mirai Co., Ltd. (Kyoto Prefecture)
Period: October 2025 to March 2026 (six months)
Scope: End-to-end press release support, three releases (interviews, writing, PR platform account setup and distribution)
Industry: Career support for registered dietitians

The challenge

The client was considering distributing press releases, but could not judge whether that was the right approach for them.

They also sensed that “the strengths we see in ourselves may differ from the strengths others see,” and the direction of their communications was not set.

The goal was clear: raise awareness of the company and win new clients.

But they could not see what to communicate, or how, to reach that goal.

Our proposal and approach

We started by sorting out the communication strategy, including the question of “are press releases really the best option?”

Before writing anything, we conducted thorough interviews to identify both strengths and weaknesses.

What emerged from the interviews was the uniqueness of the business, which the client itself had been underestimating.

Career support for registered dietitians is a field with little public awareness, while the people in it have specific and deep concerns.

We judged that this very structure was the core of the story to tell the outside world.

We handled all three press releases consistently, from interviews and writing to publication.

① Launch of the Registered Dietitian Career Center (November 2025)

② Progress report on the number of people consulted (January 2026)

③ Business partnership with a staffing services company (March 2026)

We timed each release to match the evolution of the business, so the releases worked as continuous PR rather than one-offs.

Results

The press releases led the client to decide to set up its own in-house PR department.

With a sharper view of “our strengths as seen from outside,” a positive cycle also began for existing services, including recruitment.

In addition, an approach from a company that saw a press release led to a new alliance and the launch of a new business.

The distribution led directly to business talks.

All three releases were covered by local Kyoto media, “Karasuma Keizai Shimbun” and “Kyoto Shimbun Digital.”

For a company rooted in its community, exposure in local media matters for awareness.

The second and third releases were also covered by food-industry media “Foods Channel” and “Gourmet Press,” suggesting that the link between registered dietitians and the food industry worked.

Media coverage

The outlets that covered each press release are listed below.

Release 1 | Launch of the Registered Dietitian Career Center (November 4, 2025)

Otakuma Keizai Shimbun / NIKKEI COMPASS / Mapion News / JBpress / Toyo Keizai Online / PRESIDENT Online / NewsPicks / Toremaga News / STRAIGHT PRESS / Karasuma Keizai Shimbun / @DIME / TV Tokyo Plus / TBS NEWS DIG / Asahi Shimbun Digital Magazine &[and] / antenna / Jiji.com / Jorudan News! / Kyoto Shimbun Digital / Niconico News / Jiji Medical / Urepia Souken / Infoseek News / AGARA Kii Minpo / BEST TiMES / ORICON NEWS

Release 2 | 100 people consulted in total (January 8, 2026)

Foods Channel / Niconico News / NewsPicks / NIKKEI COMPASS / Toremaga News / Nifty News / @DIME / Gourmet Press / SEOTOOLS / Infoseek News / Excite News / STRAIGHT PRESS / Toyo Keizai Online / AGARA Kii Minpo / Otakuma Keizai Shimbun / Jiji.com / Mainichi Shimbun Digital / Sankei News / iza / FNN Prime Online / Mapion News / JBpress / Karasuma Keizai Shimbun / Zaikei Shimbun / Jorudan News! / Kyoto Shimbun Digital / Asahi Shimbun Digital Magazine &[and] / PRESIDENT Online / TBS NEWS DIG

Release 3 | Business partnership with a staffing services company (March 25, 2026)

Foods Channel / Niconico News / TV Tokyo Plus / @DIME / NewsPicks / Nifty News / Gourmet Press / BtoB Platform Industry Channel / Jiji.com / Mainichi Shimbun Digital / iza / RBBTODAY / SEOTOOLS / livedoor News / Infoseek News / Sankei News / Karasuma Keizai Shimbun / Mapion News / FNN Prime Online / PRESIDENT Online / STRAIGHT PRESS / JBpress / AGARA Kii Minpo / Jorudan News! / Kyoto Shimbun Digital / Zaikei Shimbun