The difference between publicity and advertising is, first, the cost. You have to pay to place an advertisement, but publicity usually doesn't cost anything, in order to get exposure through feature articles and reviews.
Since you know your music and image better than anyone else and also how you want to appear in the media, you may be able to do "PR" by yourself. But how can you be sure to reach the right media outlets, especially in different countries?
Japan Music Promotion has compiled a PR list, to help you directly contact the right media outlets, in order to get your music exposed & promoted in the Japanese music market.
It contains contact information for many different media outlets (TV programs, print/online magazines, radio programs, online media; websites and blogs) and also includes pre-made email templates, so that you can contact these sources in Japanese. They are laid out so that you can insert your information and copy and paste the Japanese sentences that best fit your situation and make them into one email.
Most of the websites and some of the contact forms are written in Japanese. If necessary, Japan Music Promotion can also assist you and guide you in filling out these forms.
You can check it out here : http://japanmusicpromotion.com/ListManual.html
JMP also offers a list with custom email templates for your individual needs.