By Hiro Suganuma, a Japanese student from Yokohama on the associate degree program at the Hubbard College of Administration (HCA), Los Angeles, CA. Last month, one of the top Japanese businessmen launched a new brand of stylish and fashionable eye wear at the center business district of Tokyo, Japan. His brand concept is that the perfect eye wear is a fusion of art and utility. This caters to the many artists, models and musicians who are opinion leaders in Japanese fashion. These people owning these glasses automatically promote the glasses. This brand is now very famous in Tokyo. In the midst of such high competition, how did this entrepreneur make his brand so famous? Answer, he employed Public Relations technology. Specifically, he did a huge campaign at the grand opening. He promoted to the public on a grand scale by giving away 1,000 pairs of glasses. He used the press, magazines and TV media to promote his grand opening event. There were more than 2,000 people in attendance vying for those free glasses. The front of his store was deluged—you couldn’t get in! As an image of success, that was very good PR. Subsequent to the launch, word of mouth spread, drawing more customers to his store. Some of them were even famous opinion leaders. Now we have his PR strategy reaching those who reach many. When the opinion leaders wear the glasses, their followers buy the glasses. This has paid off the Japanese tycoon has made millions and millions of dollars. This businessman’s main strategy emphasized increasing affinity and agreement with a heavy dose of communication, orchestrated by the PR technology. He created a huge wave of involvement between his brand and his public with the grand opening of the store. Next, he used some opinion leaders to establish more affinity and identification with his product. He wanted his public to buy his glasses. And, he got them to buy them by identifying the glasses with the opinion leaders they loved which carried over to the public loving the glasses. How easy is this? I learned from the “Public Relations” course and the “Public Relations” apprenticeship that if your public admires you, they will do whatever you want them to do within their reality. Furthermore, I learned how to use PR technology to create that admiration for your product or service. For my “Public Relations” apprenticeship, I put together a Hubbard College of Administration tour of the facilities for some of my friends. One of them loved the College because I applied the PR technology with skill and confidence. She wrote as a testimonial that if she would go to any college, Hubbard College of Administration would be the only place she would go. Thank you. The HCA is a self-paced business school that offers an exceptional business administration curriculum, unique learning technology, life-changing apprenticeships and internships, assistance with job placement and a lifetime warranty for students. I am currently on the “Marketing” course.