The 45th Public Relations Seminar ~Words with Body Heat~.

May 22, 2026

The JPMA Public Affairs Committee held its 45th Public Relations Seminar at Congress Square Nihonbashi on May 11, 2026. This seminar is held regularly to share knowledge and practices related to public relations activities, and the theme of this year's seminar was "Words with Body Warmth".

Scene of the lecture

The lecturer was Mr. Kazuhiro Matsui, copywriter/creative director of FMX (FIELD MANAGEMENT EXPAND Co., Ltd.), who spoke about the "state of words" in the age of AI from the perspective of advertising copy and marketing.

In his lecture, he introduced the structure common to "words with body warmth," using advertising copy that has been passed down for many years as a subject. Explanation was also given on how to create such copy. At the end of the lecture, the JPMA public relations committee members were asked to submit catchphrases expressing that the JPMA industry is an innovative industry, and the committee gave a critique of these catchphrases. This article introduces the transcript of the lecture.

Words with body temperature
FIELD MANAGEMENT EXPAND Co.
Director, VP of Creative Mr. Kazuhiro Matsui

Dryness" in the age of AI

Recently, there have been quite a few more opportunities to use AI to do research and get tips. However, while it has become really convenient, it has also become somewhat "dry. In the midst of all this, a post I saw on a social networking service got me thinking about what "words with body warmth" should be.

I saw a post on a social networking service that included familiar phrases such as "creating the future," "providing value to society," and "being close to our customers. When I saw these words, I was honestly horrified. I felt as if I would have written them myself without even thinking about it. At the same time, I felt the need to think about the line between "words with body warmth" and "words without body warmth.

Why do we feel "temperature"?

On the other hand, there is copy in the world that moves people's hearts in mysterious ways. "A job that will remain on the map. Love is at the table. What the world didn't know until yesterday." --These words not only convey information, but also have a certain "body warmth" to them.

It is often said that "warm words = emotional words. Of course, this is half true. However, that alone is not reproducible. So, why do people feel the "body warmth" of such words? Today, I would like to try to unravel this question from the viewpoint of advertising copy and marketing.

(2) Deciphering the "true nature of body temperature" from marketing

Why are "words with body temperature" created?

First of all, I would like to ask, "What is the origin of words in advertisements? The answer is marketing. The answer is marketing. Peter Drucker said, "The ultimate goal of marketing is to make selling unnecessary. From this we can see that "warm words" are not simply emotional words. Rather, they are words that are "medicine" for people. (Figure 1)

Figure 1: Words with body temperature ≒ medicine

Unique Position" and "Unique Value

In marketing, there are two perspectives: "positioning," which considers "where to win," and "capability," which considers "what to win with. Positioning" is about presenting a "unique position that no one else has," which generates a sense of surprise, such as "this is new" or "I've never seen anything like this before. On the other hand, the language of capability creates a sense of "unique value that can only be found here," thereby generating the body heat of "this is something only this company can say. (Figure 2)

Figure 2: Summary of the deconstruction of body temperature

For example, the copy "Work that will remain on the map." (Fig. 2) For example, the copy "Work that will remain on the map," not only shows "high quality," but also presents the "unique" perspective of "creating 100 years from now. In this way, what we thought was a "somehow nice phrase" actually has a structure. The result is emotional, but there is a reason behind it: "Why do people feel the temperature?

(3) How to create "words with body temperature

Correct words are not enough to create body heat.

From here, I would like to talk about a more practical "how to create words with body temperature. As is the case in the field of public relations, when we think of words, we tend to try to "write the right thing. However, words that actually remain in people's memories often do not come from "correctness" alone.

For example, there is the copy "Let's go to Kyoto. is a copy of the phrase "Let's go to Kyoto. If it were written "correctly" in Japanese, you would want to write "Let's go to Kyoto. However, the "ni" is intentionally left out. By doing so, a "feeling of sudden inspiration" is created. It is not an explanation, but a "soliloquy. This is where the warmth of the human body resides. The same is true of the copy "Delicious Life. The same is true of the copy "Delicious Life. At the time this copy was created, the word "life" was often associated with affluence and economy. Then we brought in the five-sense word "delicious. I think it was this slight sense of discomfort that left a lasting impression on people's memories.

Body temperature is born between "positive" and "negative

Another thing I would like to share with you is the concept of creating positive and negative poles within a sentence. People do not perceive temperature in absolute terms, but in terms of "difference. The same is true of language. When there is an "opposition" in a sentence, dynamism suddenly emerges.

For example, "Let's think about it. There is an answer. the instability of "thinking" and the reassurance of "the answer is there" coexist in the copy. The phrase "Let's love the hard questions." is also a word that creates a sense of attraction by placing the opposite word, "Let's love," on a "difficult problem" that we would normally avoid.

The copy "Don't give up, we won't give up," which won the Runner-up Grand Prix in the Junior High and High School Student Category of the Sendenkaigi Award, also has a strong pull on the patient's side. which won the Runner-up Grand Prix in the Junior High and High School Student Category of the Sendenkaigi Award, also coexists from two perspectives, that of the patient and that of the medical professional. I think that is why it is so memorable despite its simplicity.

Figure 3: How to create body temperature

(4) Critique of Public Affairs Committee entries

Lastly, I would like to comment on the copy submitted by the JPMA public relations committee members under the theme of "a catchphrase that expresses that the JPMA industry is an innovative industry.

Runner-up: When "wanting to live" and "wanting to live" meet.

What was impressive about the runner-up entry was that it neatly paired the "wishes of patients" with the "wishes of researchers and medical professionals. The patient's wish to "live" and the medical side's wish to "want the patient to live. The coexistence of these two in a single word creates an emotional dynamism. Moreover, this copy is not a one-sided message. The company is not only saying "what they want to say," but they are also saving the patient's words. That's why I thought it was a "mutual" message.

The tagline of a company tends to lean toward "what can we say well as a company," but this copy clearly includes the viewpoint of the patients. I felt that the words were very much in line with the theme of "co-creation" that the JPMA has set forth.

Figure 4: Runner-up work (by Mutsumi Miyanaga, Japan Pharmaceutical Manufacturers Association)

Grand Prix: Finish "not yet"!

The Grand Prix entry was written not from the perspective of "creating something that doesn't exist yet," but rather from the perspective of "ending a state that doesn't exist yet. Normally, the pharmaceutical industry tends to speak in terms of "creating new drugs" and "creating the future," but by saying "ending it," it creates a strong position that is different from others. I thought these words were very close to the concept of "creating a unique position" that I talked about today.

Furthermore, I think this copy can be said only by those in the pharmaceutical industry. It is precisely because we are engaged in research and development that we are able to think about ending "not yet". I felt that this is where the "value that can only be found here" resides. Also, the word "end" has a strength that makes me a little nervous. I think the "discomfort" and "attraction" are the main attractions of this copy.

Figure 5: Grand Prix work (work by Ms. Yukiko Takahashi, GlaxoSmithKline K.K.)

What are "words with pull"?

Every year, we read thousands of pieces of copy for the Sendenkaigi Awards. Among them, there are still words that feel the temperature the moment you see them.

I wonder, "Why do those words have that gravitational pull?"

As I continued to think about this, I gradually arrived at the structure and methodology that I have shared with you today. I hope that today's talk will provide you with some hints for your future work.

Summary

The theme of this seminar was "Words with body warmth" in the age of AI. For PR professionals who value words, the systematic Explanation of the structure and creation of "warm words" with ad copy was very enlightening.

In the post-lecture survey, some participants commented that they were able to understand the world of the senses through logic and were impressed by the verbalization of the creators' thoughts, making the seminar a learning experience for them.

(Responsibility: JPMA Public Relations Department)

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