In this paper, we considered about current status and issues of the mission penetration in “organization of organizations” through the case of JOC. After conducting a semi-structured interview with JOC and related organizations, considering the results of applying the mission penetration mechanism of previous research to the results, although the mission is fully penetrated within the JOC, it became clear that “organization of organizations” did not realize the mission penetration. The reason for this is the lack of awareness and system of JOC and related organizations that the power of JOC does not reach.

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When choosing a university, the examinees highly value the opinion of their high-school teachers. Also, the high-school teachers are impacted by the university ratings by students. But the word of mouth from unwilling new students tends to be negative. Their own university education changes satisfaction and their comments to more accepting ones, but the problem is their attitude towards it as they do not show any signs of interest in their university. Enrollment information workshop is expected to serve as an introduction to one's own university education by raising their spirit of inquiry concerning their university.

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According to transaction cost theory, when limited rational and opportunistic market participant trade, search costs, negotiation costs, and monitoring costs are required to compensate for the asymmetry of information. In order to reduce these transaction costs, (1) market transactions, (2) intra-organization transactions, and (3) intermediate organization transactions are selected and conducted. Implicit negotiations and direct negotiations are carried out in intra-organizational transactions and intermediate organizational transactions, but in market transactions, the PR approach plays an important role.

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Even in the age of social media, media relations is still considered to be the most important aspect of public relations. In the US, historical episodes such as Ivy Lee’s issue of the first press release is well known. However, media relations history in Japan remains to be uncovered. By following the history of major media relations activities and the keywords used to address such activities, this study revealed that activities such as legal media regulation, public government announcement, press conference, invitation of press to events, newspaper clippings have been practiced in the 19th century. Also, this study revealed that although concepts such as “publicity” and “press relations” existed prior to World War II, the use of such terminology to address the concepts is a post-war practice.

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This paper is based on the results of two surveys: the government survey of March 2012 “University Public Relations Questionnaire” and the writer’s own survey of June 2016 “University Public Relations Questionnaire,” both of which target Japanese universities. Comparing and analyzing the results of the two, we will clarify the current state of university public relations. We also establish and test a hypothesis that “the year 2016 generally saw more positive movements in public relations organizations and systems.” As the result of verification, it is revealed that the quality of organizations and systems of public universities in Japan is becoming higher than what it was. There has been no research so far that reviews the activities connected with university public relations—a research in which the activities are compared over the years in terms of organization and system. It helps the field of public relations research develop more and build up a new knowledge and viewpoint.

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