Abstract
The PR movies produced in the region are mostly geared towards increasing awareness, with many aiming to create buzz. In general marketing communication, the communication objectives focus on attention and awareness in the early stages of consumer behavior, guiding individuals through stages towards action. However, the population decline issue faced by the region is severe and requires urgent attention. If, hypothetically, PR movies could go beyond capturing attention and awareness and directly approach migration behavior, they could delve into a behavior process specialized for regional revitalization, becoming a significant force in problem-solving. Therefore, in this Research, we first conducted an investigation and examination of previous research on the process from communication contact to action for migration purposes and attempted a new definition. Subsequently, we produced and released two PR movies for Soja City in Okayama Prefecture over a two-year period. Following this, we analyzed the impact of the PR movies on migration intentions through a survey and examined the relationship between the thematic content and viewers' intentions.
https://ror.org/038bgk418 
