In this ongoing series, “Why I Joined SUNNY SIDE UP,” we take a deeper look at what prompted each member to join and the work they are involved in.

For our eighth installment, we interviewed Tomoe Nakatsuji, who changed jobs from another PR agency and joined the company in January 2022. Why did she become interested in PR while working as a retail space design designer and as a florist (a flower shop employee)? We asked her about her career to date, as well as the strong passion she shared when she said, “Joining SUNNY SIDE UP was a long-held dream.”

For past installments of “Why I Joined SUNNY SIDE UP,” clickhere!

[Member Profile]

Public Relations Division, Department 2: Tomoe Nakatsuji

■ What sparked your interest in the PR industry

When I was a student, I attended a vocational school specializing in design, and after graduating I worked at a company that handled retail space design and interior coordination. After working there for a while, I moved to Tokyo and changed careers to become a florist. While I was working, the president at the time—who had experience in the PR industry—told me I seemed well-suited to PR work and introduced me to SUNNY SIDE UP.

At the time, I was also in charge of the sales contact point for the flower shop where I worked. I created proposals that leveraged my experience in retail space design and thought about how to get media coverage, so I think those efforts may have been recognized. Thinking it was fate, I looked into SUNNY SIDE UP, but the mid-career hiring requirements said experience in PR-related work was necessary. Since I had no experience, I gave up on applying at the time. However, I remained interested in the PR industry, so I joined another PR agency. Once I started working, I found PR work enjoyable and was able to learn a great deal. Then, through a fortunate connection, I had the opportunity to interview for a position at SUNNY SIDE UP.

■ Your impressions after entering the PR industry

At my previous PR agency, I had the opportunity to work with a wide range of clients, from large corporations to small and medium-sized businesses, and I handled a broad variety of areas—from gourmet and fashion PR to initiatives with local governments. Since I was inexperienced, I decided to do anything I could, and at first I thoroughly checked magazine editors’ names and carefully studied press releases.

Even when I was working at a flower shop as a florist, I had interactions with media professionals, so I was familiar with editing and proofreading. However, I learned how articles actually get published only after entering the PR industry. I was also constantly surprised—thinking, “So this is how new products get featured on TV,” and “Casting decisions are this difficult.” I vividly remember realizing just how much effort everyone puts in behind the scenes in PR. Also, because I enjoy communicating with people, I felt that PR work—where you can be involved with many different people—might suit me.

■ Differences between my previous job and SUNNY SIDE UP

In my previous job, I often worked independently, but at SUNNY SIDE UP, we often work as a team. In a team, each person’s standout strengths can be utilized, and there is also the advantage of being able to support one another.

In my previous job, I had never made proposals or given presentations to clients, so I learned how to develop strategies aligned with products and markets, and how to create proposal materials, after joining SUNNY SIDE UP. Even among PR agencies, I feel that SUNNY SIDE UP is a company that continues to make proposals. By continuing to propose ideas every day, client requests never stop, and because the range of fields we are involved in is so broad, I felt that ongoing communication is this company’s strength. Because the company has strong name recognition, clients’ trust and expectations are also high, but that makes the work even more rewarding, and since joining SUNNY SIDE UP, the scope of what I can do in PR has expanded.

■ Where my past experience has been useful

There is a lot to learn after joining SUNNY SIDE UP, but I feel that my previous experience has been useful in terms of how to approach the media and the range of ideas I can draw on when creating materials. In addition, I have had opportunities to use my florist experience to coordinate flowers for roundtables (press experience sessions), so I feel that all of my experiences to date have connected from points into a line.

■People who are a good fit for SUNNY SIDE UP

I believe people who are highly curious and people who are sincere are a good fit. The former show interest in many things and make an effort, so they can demonstrate their abilities in any project. The latter respond to clients with integrity, so even a single email can win someone over and build trust.

Also, since we are a company that champions “Let’s Have Fun!”, at our core we are people who like fun, and I think we have a group of members with a wide range of unique personalities.

■What I would like to do going forward

SUNNY SIDE UP GROUP has 492 members in total (as of the end of June 2022). My goal for this fiscal year is to team up with the many PR professionals across each company and team and solve clients’ challenges from multiple angles.

Now that six months have passed since I joined, I feel that the period of getting to know SUNNY SIDE UP is over, so from here I would like to work hard to become a core player. I am often responsible for everything from proposals to managing PR execution, so I want to approach each project with care and dedication.

■ A message to those considering a career change to SUNNY SIDE UP

If you are considering applying, I hope you will take on the challenge. Experience is of course important, but this is a company that also values enthusiasm and commitment. Some people may worry about whether it is a good fit, but because we have members with many different backgrounds, you are sure to find a way of working that suits you. I think you may face obstacles after joining, but if you are in trouble, everyone will help you—and I will support you as well. Please apply with confidence.

This time, we interviewed Nakatsuji, who changed jobs from another PR agency. What did you think?

Even if an experience or skill may seem unrelated to PR work at first glance, I believe PR is a job where it can still “connect from points into a line.”

Why not use your experience as a strength and create some “fun commotion” together at SUNNY SIDE UP? We look forward to receiving your entry!