Publicity is understood as a “PR” job in Japan. However, in reality, the role of PR is to change the world's perception (recognition) and eventually lead to behavioral changes such as purchasing. PR is a very important element in marketing and is an area that marketers must understand. Marketing and society are getting more attention than ever. What is the difference between advertising and PR roles? Why does consumer perception change? In this session, we will explain the role of PR in marketing with examples.