Come! See! Feel! After-School Internship Report!!! (PR Workshop Edition)
Nice to meet you, hello!! I’m Ryo Kanazawa, an “After-School Internship” ambassador from the Faculty of Law at Dokkyo University.
What made me want to join the After-School Internship was one athlete.
“If you take both soccer and travel seriously as play, it becomes your work.” This is the philosophy of the person I respect most, former Japan national team player Hidetoshi Nakata. As I followed what Nakata-san was doing after retirement, I came across the name of a company called SUNNY SIDE UP.
“Let’s Have Fun!”
With such a unique catchphrase as its corporate philosophy, what exactly does SUNNY SIDE UP do?
Guided by that pure curiosity, I joined the “After-School Internship.”
At SUNNY SIDE UP’s internship, STEP ① consists of internships held across a total of five themes, and if you complete them all, you can join STEP ②, a business contest-style program. And the winning group receives special perks that only a PR company could offer!!
As this was the first session, I would like to share an internship report on the “PR Workshop” this time.
After passing through the entrance, completing reception, and heading to the venue…!!? Well then—we’ve arrived at SUNNY SIDE UP!
On the door were the words “For those who set the world on fire only”!!
The place was full of fun energy, and I couldn’t help but feel excited.
At the beginning of the workshop, we were given an overview of SUNNY SIDE UP via video, and then we were taught about the elements that become necessary in the course of working.
Me: “I see! So the five themes were the essential elements!!”
And then, at last, the PR workshop began. This time, it covered the following:
• The difference between advertising and PR
• Behind the scenes of news dissemination
• How to read newspapers
• Group work
• Feedback and wrap-up
Today’s instructor was “Professor Side,” a seasoned veteran with over 30 years of PR experience who has appeared several times on the SUNNY SIDE UP blog.
And then, suddenly, this question!!!
Professor Side: “Can anyone explain the difference between advertising and PR?”
Me: “Advertising and PR… come to think of it, what is the difference?”
Around the room, everyone had a ? floating over their heads. For us, Professor Side clearly explained what PR work is—something we are not very familiar with—by comparing it with advertising.
Rather than explaining PR alone, the comparison with the similar field of advertising made it very easy to understand.
Me: “They seem similar, but they’re quite different!”
*Reference articles on the difference between advertising and PR ↓
https://blog.ssu.co.jp/2015/11/10/2825/ (Part 1)
https://blog.ssu.co.jp/2015/12/02/2965/ (Part 2)
Next, we heard about what goes on behind the scenes of information dissemination—news and newspapers that we see every day. By learning about the relationship between TV and newspapers (and other media) that we normally cannot know, we were able to understand the realities of the media industry.
Professor Side: “Does anyone read a print newspaper?”
1 out of 33 participants!!
Once job hunting begins, you often hear people say, “You should read the newspaper,” but even among students participating in media-industry internships, there was only one. It seems many people still feel hesitant. For us, newspapers were positioned as a “tool for developing critical thinking,” and we were taught how to read them.
Intern: “I see—this is how I should read it!!”
Finally, as the culmination of what we learned, it was time for group work → presentations.
The assignment was ↓
“Choose one article from today’s Asahi Shimbun (morning edition), select one evening infotainment program, and structure the content for a mini feature for that program.”Group work with people I had just met. Since many companies incorporate group discussions (GD) in job hunting, being able to practice in advance on this occasion was a major benefit for me.
Everyone worked their brains hard as we pulled our ideas together into one (no time—hurry, hurry… sweat).
Once our thoughts were organized, we refreshed our tired minds. After a break, we headed into the presentations… (everyone’s faces were bright red—lol).
This time, three representatives from each group presented. Each group had its own character, and the different approaches from different perspectives were very informative. I would like to incorporate what I had not been able to see and what I realized from here on.
And then it was time for feedback. After the presentations, we had the opportunity to receive feedback directly from employees currently working in the field. (This time, Vice President Matsumoto appeared.)
For interns who rarely have the chance to receive opinions from a professional perspective, the voices from the field were extremely fresh!!
Some looked frustrated, others were surprised to learn there are ways of thinking like that, and so on…
Each person gained insights, making it a very meaningful time.
What Professor Side wanted to convey through the PR workshop was…
“Develop the ability to think!”
Professor Side: “What I wanted to convey in the PR workshop is that you should not accept everything you receive through media such as newspapers and magazines at face value, but try doubting it. Thinking, ‘This is how I see it,’ and having your own opinion is the start of thinking. Feel something and think deeply about it. Then you begin to build lateral connections. That is what leads to interesting things.”
Me: “So what matters is how you feel and how you think about it.”
What I felt through this After-School Internship.
“Just like sports!”
What I personally felt was that there is a major gap in the image people have of PR. The PR industry is a type of media, and many students have a very glamorous image of it. However, I learned that in reality, it is the steady, persistent continuation of painstaking work that supports that glamorous image.
“In a sense, anyone can come up with interesting ideas. What is truly difficult is how to make them happen, and that requires steady effort.”
I feel these words resonate the most.
An entry point to the PR industry: the “After-School Internship”!!
Industries well-versed in media such as PR and advertising can feel like they offer more limited opportunities for information gathering compared to other industries. As a result, many students struggle with questions like, “What is PR in the first place?” and “How can I research the industry more?”… (I was the same.)
That is exactly why SUNNY SIDE UP’s After-School Internship is such a great opportunity for those students! As the name suggests, it is held on weekday afternoons after classes, making it easy for university students to attend, and there is no selection process. In addition, the instructors are well-known staff members who are active on the front lines in their respective industries. They deliver highly distinctive lectures!!
“We want students to learn more about the appeal of the PR industry.”
“By having you visit several times, we want you to experience our culture and atmosphere and use it as a reference when choosing a company.”
SUNNY SIDE UP’s After-School Internship is filled with these hopes. Please do join us!!
We asked the interns! After-School Internship FAQ Corner
*FAQ*
An abbreviation for Frequently Asked Questions. A collection of common questions and their answers.
Q) What prompted you to join thisPRworkshop, and what were you hoping to gain?
A)Intern
“The reason was that I wanted to know what the PR industry is looking for. I wanted to learn PR industry (media) know-how that you cannot learn at school. Also, one reason was that I wanted to participate in STEP 2. What I was most looking forward to was the group work. Because this internship uses SUNNY SIDE UP’s actual work as the subject matter, I thought I would be able to experience the current reality of the PR industry in a more realistic way. I also thought it would help me imagine myself working. And I joined because I felt it would be a huge opportunity to receive feedback directly from employees who are active on the front lines.”
Q)SUNNY SIDE UPPlease tell us your impressions after visiting.
A)Intern
“I found it very bright and unique. The way they perceive things and their angles were fresh, and it was very exciting. Also, when I asked employees questions, they answered very politely and kindly, and the sense of closeness felt very comfortable. (They were friendly and easy to talk to.)”
Q)Did you become friends with the other students you met through the internship?
A)Intern
“Yes!! Many people came with similar directions and goals, and we were able to create a place to share information, such as exchanging LINE contacts. Also, by interacting with people with various personalities during group work and presentations, I gained many insights and felt very stimulated.”
In closing…
“That was so much fun! I’m definitely going again next time!!”
In that fun environment, I was able to have a wonderful experience.
When the lecture ended, I heard these words from all around the venue. I am truly glad I was able to participate in the After-School Internship.
To Professor Side and everyone at SUNNY SIDE UP, thank you very much!
Check out SUNNY SIDE UP on Facebook!!!
• Official SUNNY SIDE UP: https://www.facebook.com/SunnySideUp.Inc/
• SUNNY SIDE UP New Graduate Recruitment 2018: https://en-gb.facebook.com/ssu.recruit.2018/
