What is the PR Mindset Necessary for Startup Management? A Report on the Meiji University Special Lecture on Business Administration Featuring Tsugihara and See Chau

Hello! This is Sunny-chan from Public Relations.

At SUNNY SIDE UP GROUP, various members, including President and Representative Director Etsuko Tsugihara, speak at conferences and symposiums. They share a wide range of knowledge and information with the public, including the PR and communication methods that are our group’s strengths, as well as initiatives for diversity and the promotion of women’s empowerment.

This time, Sunny-chan accompanied a lecture for university students. 👀

Etsuko Tsugihara, President and Representative Director of SUNNY SIDE UP GROUP, and See Chau, President and Representative Director of SUNNY SIDE UP Inc., appeared as guest lecturers for a special lecture on business administration at Meiji University. 📝

Arriving at Meiji University’s Surugadai Campus! Heading to the Special Business Administration Class for a Select Few

The lecture was held inside the Meiji University Liberty Tower, which stands tall under a clear blue sky.

The session was a Special Lecture on Business Administration. Under the theme of “Experiencing the Mechanisms of Startup Management,” the course invites active entrepreneurs and investors to teach students not only the know-how of starting a business but also the management processes that follow, specifically “how to operate a business after its founding.”

This is a small, seminar-style class attended by a select group of students who aspire to be entrepreneurs (or have already started their own businesses).

While lecturers from various companies participate, SUNNY SIDE UP GROUP, as a provider of PR and communication services, spoke on the point of “how vital it is to have a PR, communication, and marketing perspective when establishing business strategies.”

From Founding to the Present: Insights from the Founder of a Company Approaching its 40th Anniversary

First, Etsuko Tsugihara, President and Representative Director of SUNNY SIDE UP GROUP, spoke about the background of how the company grew to its current scale, reflecting on episodes from the time of its founding.

Forty years ago, SUNNY SIDE UP GROUP started with just a few people. As Tsugihara described it, she was “completely immersed in work, running at full speed,” and in the early days, the business was driven solely by a singular desire to “respond to the needs of the clients right in front of us.” She shared that as the number of members grew to 100 and then 200, and the scale of the company expanded, there were moments when it was necessary to re-evaluate the approach to management. Throughout that process, the company has continued to grow by clarifying what is essential to keep creating “Tanoshii Sawagi” (exciting commotions).

Currently, Tsugihara is also active as the Vice Chair of the Board of Councillors of Keidanren (Japan Business Federation) and the Chair of the Committee on Diversity Management Promotion. Because female founding presidents are still very rare in Japan, she is also focusing her efforts on activities to build a social foundation where more people, including women, can thrive. She spoke about her energetic commitment to initiatives that represent a step toward “changing the world” beyond her own company’s business.

Finally, she sent a passionate message of encouragement to the students: “If you have something you want to do now, I want you to challenge yourself and go for it with all your might. And even if you don’t have a clear goal yet, if you find something in front of you that interests you, please give it your absolute best.” 📣

A Practical Session on Learning PR-Driven Marketing

Next, See Chau, President and Representative Director of SUNNY SIDE UP Inc., took the podium.

See Chau, who has excelled as a marketing professional at multiple companies of various sizes and industries, spoke about the fundamental concepts of marketing and why those concepts are necessary in business management, using real-world examples.

He began by reflecting on his career to date and the background of his appointment as President and Representative Director of SUNNY SIDE UP Inc. last year. While it started with a passionate invitation from Group President Tsugihara (laughs), he didn’t reply immediately; instead, he decided to join after completing an internship where he fell in love with the members’ work ethic and the company culture. The students, many of whom are on the verge of starting businesses or seeking employment, listened intently to his story.

Next, he discussed “PR-Driven Marketing.”

Defining marketing as “creating a mechanism so that products continue to sell,” See Chau shared his personal experiences regarding “points where time should be invested” and “details that require uncompromising focus” when formulating strategies. The students nodded with serious expressions as he explained using examples of familiar products and services. 👀

Regarding “consumer insight,” which is indispensable to marketing, he explained the concept through dialogue with the students. In reality, 95% of human actions and thoughts are unconscious, and only 5% are conscious decisions. That is why it is crucial to delve deep into “what consumers truly want.” As See Chau asked various questions, some students were surprised by their own insights they hadn’t realized themselves, leading to moments of laughter.

The lecture also included a workshop for the students to think practically. He noted that there is “no single correct answer” in marketing strategy and invited them to present their ideas based on free thinking. Many students who are considering or already running startups were eager to receive advice from a professional, and it was impressive to see them actively raising their hands to share their opinions. Every response presented was deeply considered, and the discussions became quite heated. 👏

Finally, he explained the importance of “formulating strategies from a PR and communication perspective.” A “PR mindset” is not just about directly promoting a product or service; it is a way of thinking that moves people’s hearts and creates movements that change behaviors and social trends. For example, rather than just “creating and broadcasting a commercial,” it is important to design communication so that those who see the commercial are moved or interested, causing the topic to spread naturally. By taking an approach focused on buzz-worthiness, information is shared naturally among people. He introduced such examples, focusing on projects that SUNNY SIDE UP has handled in the past.

During the Q session, a wide range of questions were asked, such as “What kind of mechanisms can be created when there is no marketing budget at all?” and “How do you draw out insights that consumers themselves may not want to put into words?” The lecture concluded in a warm and welcoming atmosphere.

Time for individual interaction

A lunch session with students after the lecture

This lecture, which proceeded through a frank exchange of opinions with current university students, was a very fruitful time for us as well, providing many learning opportunities. 🕊️

We would be delighted if this lecture serves as a helpful catalyst for students when choosing their career paths or making decisions in business situations.

We look forward to seeing you again in the next report! 🌱