Media Unit Award Winners Interview 👑 3 Winners Speak | 32 Benefits

Corporate research and internships for 2024 graduates started in September ✍

A must-read for those considering applying to SUNNY SIDE UP (SSU)!Among the young new graduates who are making a big impact,we introduce the three winners of the previous term’s internal awards 👑

32 Benefits | What is the Award Recognition System?

Within the 32 Benefits, we have established various internal awards as part of our Award Recognition System.This system honors employees who embody the SSU philosophy “Let’s Have Fun!” in their work and contribute to SSU’s branding. One of these is the Media Award.

＜Media Award＞
1. Best Publicist Award
~The PR person who moved the world’s numbers~

2. Best Negotiator Award
~The PR person whose identity shone through~

3. Best Social Award
~The PR person who significantly contributed to creating a “fun buzz” through SNS~

Now, we present the three winners of the 37th Media Award, along with scenes from the award ceremony!

We received comments from the nominating Media Unit Leader (MU Leader) and the three winners.

▼What is the Media Relations Team “Media Unit” (MU)?
Introducing the backstage of PR events! Following a first-year new graduate!

1. Best Publicist Award: Tajima

A storm of praise even within the client’s company! Successful exposure and buzz directly linked to the person in charge’s results

■What was the reason for being selected for the Best Publicist Award?

MU Leader: I believe the primary reason was that the exposure perfectly embodied what SSU’s MU aims for: “PR exposure that moves numbers” and “exposure with visible response.” Furthermore, the way she found angles that matched current trends and social conditions, as well as her ingenuity and trial-and-error process to secure exposure, were outstanding.

■What points did you focus on or improvise for this award-winning project?

Tajima: Since the product was reaching its anniversary year last November, the task was to conduct PR that would liven up this special year. However, the mere fact that a single product was reaching an anniversary year didn’t easily lead to TV exposure…

At that time, I had a strong desire to please the client, so I persistently searched for what kind of information the media was looking for and what it would take for them to cover it.

While watching the news for information gathering, I happened to see “Showa/Heisei Retro” ranked 4th in the Nikkei Trendy rankings, which gave me a hint for creating buzz. We usually pay close attention to rankings announced as major social trends, and I thought, “This is it!! If we present this product as a ‘Heisei Retro product,’ it can be the catalyst for a project to liven up the anniversary year!” I immediately reorganized the proposal into a document and contacted the director in charge!

As a result, because the content was timely, the media showed interest, leading to significant results. I believe I was able to achieve such a great outcome because I didn’t give up until the end!

■Please share your thoughts on winning and your future aspirations!

Tajima: I never expected to receive such a wonderful award, so I am very happy! I haven’t decided what to use the prize money for yet, so I’ll take my time to think about it (laughs). I will continue to do my best to produce results that are second to none! (laughs)

■We look forward to your future success!

MU Leader: Yes! I heard that the person in charge at the client company was very pleased. Furthermore, using this exposure as a catalyst, we received PR consultations for other products within the same company. She truly built good relationships with stakeholders in various fields and contributed to the company by leading to the acquisition of new projects.

2. Best Negotiator Award: Yano

Proposed Nikkei Trendy hit prediction ranking information to programs! Successfully gained exposure on 4 programs immediately after opening, creating a buzz!!

■What was the reason for being selected for the Best Negotiator Award?

MU Leader: He contributed to creating buzz by securing exposure on four national key station news programs in the evening slot, as well as numerous other TV appearances! A particularly good point was that he approached programs with a proposal using the fact that it was introduced as a “next-generation vending machine” in Nikkei Trendy’s hit predictions as an angle, which led to the broadcast.

Nikkei Trendy’s hit predictions are a project that many programs pay attention to at this time of year, so I believe being able to propose using that as a hook led to great results! It created a positive cycle where print publication invited TV broadcasting.

■What points did you focus on or improvise?

Yano: First, to ensure as many media people as possible knew about the store, I conducted promotions with the goal of not just conveying the appeal in my own words, but “having them actually become users of the brand.”

I also researched information on similar business formats in Tokyo and put it into a document where the “differentiating factors” unique to this store could be seen at a glance. This made the reason why it should be covered now clear, increasing opportunities for them to take interest.

While talking with various media people, I found that many were actually heavy users, so I was able to learn ways to use the store that I didn’t even know myself, and I enjoyed the media promotion process!

■That was a performance where Yano’s personality truly shone!

MU Leader: Through persistent and polite proposals, he was able to secure exposure that only Yano could achieve! The client was also delighted!!

■Finally, a few words on your future aspirations.

Yano: Currently, I am in charge of a wide range of projects, including art exhibitions, foreign liquor manufacturers, and NFT-related matters. I will continue to devote myself in my own way, never forgetting my passion for what I love and my gratitude to the seniors who help me every day!

3. Best Social (Influencer) PR Award

Built top-class influencer relations within the company during the previous term!
Gained trust from influencers through polite on-site handling and follow-up via DM!

■What was the reason for being selected for the Best Social Award?

MU Leader: The reply rate from influencers with whom Hamada built relationships this time exceeded approximately 80%. The satisfaction level of those invited to events was extremely high. While the polite prior communication through repeated ingenuity was good, above all, the result of gaining proper trust and connecting it to good future relationships through close dialogue at the venue was truly wonderful.

■What points did you focus on or improvise in your own way?

Hamada: I focused on researching various accounts to propose influencers that matched the information I was handling. I feel that by looking closely at what kind of posts they frequently make, I was able to build mutually beneficial relationships. The trick to influencer proposals is “birds of a feather flock together”! Among the followers of a sweets influencer, there are many other sweets influencers. Once you find one wonderful person, you find more and more!

■That is communication unique to a Gen Z digital native!

MU Leader: Casting influencers, who have different characteristics from the media, may have involved many struggles, but I think these are wonderful results obtained through small, personal improvements, such as creating DMs tailored to each individual and considering the timing of the approach!

■Finally, a few words on your aspirations.

Hamada: While valuing the relationships with influencers I have met so far, I want to continue deepening connections with people in various genres and continue researching SNS so that I can become a hub that matches clients with influencers.

How was it?Has your image of the work in the Media Unit (MU) of the Public Relations Business Division become clearer?

SUNNY SIDE UP is a PR communication company that also handles sports business and operates the all-day dining “bills,” always stepping into new things before you know it.

“I want to take on challenges in ways no one has ever done before.”
“I want to make someone feel happy.” “I want to surprise the world.”
“I want to see it for myself sooner than anyone else.”

If we were to sum up the members who have continued their work with such feelings in one word, it is a company where people who want to “Let’s Have Fun!” gather.🍳Please also check out our recruitment site.👀

▼For those interested in the PR industry, these articles are also recommended🍳
Surprisingly hard to explain properly!? What is the difference between PR and Public Relations, and between PR and Advertising/Promotion?
PR thinking that changes the world. What is the important concept that is considered not only in PR but also in advertising?