In the face of declining birthrates, regional depopulation, and a globally competitive higher education landscape, a local Japanese university developed a uniquely effective public relations approach that not only revitalized its presence but also won international acclaim.

Hirosaki University, located in the scenic northern city of Hirosaki in Aomori Prefecture, Japan, is a national university rooted in a rural context. Facing the triple challenge of national visibility, local engagement, and student recruitment, its School of Health Sciences launched a public relations campaign that fused local identity, student empowerment, and community storytelling. This campaign earned the Best Event and/or Activation Award at the 2025 IPRN Annual General Meeting (AGM), a global PR summit featuring over 100 professionals from 30 countries.

From dialect to dialogue: the role of “azumashii”

Central to the campaign was the Tsugaru dialect word “azumashii”, meaning “peaceful,” “comfortable,” or “homey.” Although largely unfamiliar to outsiders, the word resonated deeply with local residents, evoking feelings of warmth and belonging. Recognizing its emotional power, the university reimagined azumashii as a public narrative to strengthen community ties and attract attention to its mission.

Mascot characters inspired by azumashii were co-designed by students and faculty through a collaborative process. With large, friendly eyes and simple lines, the mascot served as a symbol of peace and care—values essential to both the local culture and the healthcare professions taught at the university. The mascots appeared in public events, videos, and local media campaigns, acting as a bridge between the university and its community.

Education-driven PR: students as communicators and creators

A cornerstone of the project’s sustainability was its integration of education and public relations practice. At the heart of this effort was the undergraduate course “Media and PR Essentials”, taught at Hirosaki University by me as their PR Advisor.

Through this course, students not only learned the fundamentals of media theory, strategic communication, and storytelling, but also applied their knowledge directly to the university’s PR initiatives. They conducted media analysis, developed content, and took leadership roles in events and campaigns.

This curriculum-based approach ensured that the PR activities were not just one-off campaigns but part of a continuous learning cycle. It also allowed the university to nurture internal talent, empowering students with real-world experience that could benefit both their personal development and the institution’s brand.

Results with impact

Despite being run on a modest budget, the campaign achieved remarkable results:

• Earned media appearances across regional television, radio, newspapers, and digital platforms within six months.

• Social media engagements on official university accounts, driven by student-generated content.

• Event participation increased especially among high school students and prospective families.

• Stakeholder interviews revealed increased awareness of the university’s mission and values

In addition, the campaign helped reframe the identity of the School of Health Sciences—not just as an academic unit, but as a vital regional institution rooted in empathy and community care.

Placeful PR: a model beyond place branding

The theoretical backbone of the campaign is what the consulting team calls “Placeful PR.” Unlike conventional place branding, which often emphasizes logos, slogans, or economic potential, Placeful PR begins with local authenticity.

It draws on three overlapping resource types:

• Cultural Resources – including dialects, festivals, traditions, and regional aesthetics.

• Emotional Resources – such as nostalgia, warmth, humor, and pride.

• Human Resources – especially students, faculty, alumni, and residents who co-create meaning and serve as storytellers.

These elements were strategically combined to design communication that is not only seen or heard, but felt. Events were staged not just as PR tactics, but as emotionally rich experiences that amplified belonging and identity.

This framework was not only conceptual—it was embedded in practice through the “Media and PR Essentials” course, where classroom learning translated directly into PR leadership. In essence, the campaign became a living laboratory of place-based communication.

International recognition and global implications

At the 2025 IPRN AGM in Porto, Portugal, the campaign stood out among dozens of entries from major global PR agencies. Judges praised its clarity of purpose, authentic engagement, and innovative student-driven approach.

One member judge noted, “This wasn’t just good PR for a university. It was a model for how institutions—no matter how small—can build powerful narratives rooted in place and people.”

The success has sparked interest from other rural universities in Japan and even local governments seeking to replicate the model. With translation and adaptation, “Placeful PR” could be deployed across cultures and sectors—from tourism and education to healthcare and community development.

Why PR professionals should care

In an age of oversaturation and algorithmic noise, authenticity is rare and precious. Hirosaki University’s model reminds us that effective PR doesn’t need to be expensive or flashy—it needs to be meaningful.

Placeful PR challenges global professionals to:

• Rethink the role of locality as a source of strategic insight, not just context.

• Reframe communication not only as message dissemination but as relationship design.

• Reinvest in internal talent development, especially among youth and students.

Conclusion

The story of Hirosaki University is not just about winning an award. It’s about reviving pride, empowering students, integrating education, and reclaiming the power of place in the practice of public relations. As the industry looks for new paradigms in the post-digital age, Placeful PR offers a fresh and human-centered direction.

Sometimes, the smallest towns have the biggest stories to tell—and the brightest storytellers are already sitting in the classroom.