Our Clients


YWCA Building 5F, 4-8-8- Kudan-Minami, Chiyoda-ku
Tokyo 102-0074

Office Phone: 813.3261.7715
Fax: 813.3261.7174

Mieko Morita
Executive Director-Marketing
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Daniel Fath
Vice President
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Total Communications System, Inc. (TOCS) is an independent full-service public relations consultancy that has been serving Japanese and non-Japanese companies, organizations and governments since its founding in 1989. Our bilingual consultants serve a growing roster of Japanese clients seeking to raise their global profiles and non-Japanese clients seeking to establish or further develop their presence in the Japanese market.

Our 30 communications professionals are divided into three major practice groups: healthcare/medical, IT/electronics and corporate/consumer. TOCS is one of Japan’s leading agencies in the ethical (prescription) medicine sector.

TOCS’ services include communications strategy planning and consultation; media relations; event planning and management; materials and infrastructure creation; online content consultation; crisis and issue management; investor relations; international public relations; social media and digital marketing; and communications research and analysis.

Clients are looking beyond traditional public relations practitioners and searching for strategic consultants who can help them understand and then make use of the changes taking place in corporate communication. We are your strategic partner in Japan.

Client Successes

Public Awareness Building for Glaucoma Treatment Drug

Roughly 2.3 million (1 in 30) Japanese over 40 have Glaucoma – which is asymptomatic, so people don’t realize they have it until it’s too late. TOCS was engaged by a global pharma leader during the launch of a new drug to build greater awareness of Glaucoma. TOCS conducted a national media campaign; created a dedicated website; promoted patient support groups; conducted surveys; and executed free eyesight checks on “Eye Health Day". The 2-year campaign raised Glaucoma awareness from 6.1% to 86%. Earned media was 406 print articles and 18 TV segments. Support groups topped 1,500 nationwide.

Industry Expertise

  • Chemical
  • Electronics
  • Associations
  • Business-to-Business
  • Consumer Products
    • Consumer Electronics
  • Food/Packaged Goods
  • Health Care/Medical
  • Technology
    • Security
    • B2B Connectivity
    • High Performance Computing
    • Internet Marketing
    • Software developer tools
    • Wireless
  • Telecommunications
    • Call Center/CRM
    • Service Provider
  • Travel/Tourism

PR Specialties

  • Brand Development
  • Crisis Communications/Issues Management
  • Employee Relations
  • Event Management
  • Financial/Investor Relations
  • Marketing PR
  • Media Relations
  • On-line PR
  • Research

Other Specialties

  • Advertising
  • On-line Marketing

Practice Groups

Market Intelligence

If you are coming to Japan, you should know: 1. Relationships are key, but developing them takes time and maintaining them demands commitment to and understanding of Japan. 2. The default setting for Japanese audiences is that the intentions of foreign entities is dubious; every aspect of your communications must emphasize the interests of Japan, Japanese society and the Japanese people. 3. Mainstream media is the most important communication pipeline. This is because Japan’s press clubs have withstood attempts to deregulate access to information and mainstream media remains the primary source of information for the nation – including most online content. 4. Japanese consumers are mobile. With 100% cellphone saturation and growing adoption of smartphones and tablets, Japanese are more likely to access the internet via their mobile than a PC. Responsive design is a must for online assets. 5. Japanese are social, and the leading platforms are LINE and other messaging apps; Facebook; and Twitter. Expect your Japanese fans to be enthusiastic and loyal, so treat them with respect by engaging them in Japanese. 6. Third party advocacy is essential for building credibility. Young and middle-aged women drive trends, and word of mouth is their preferred means of advocacy.