Why SUNNY SIDE UP Continues to Be a Place People Want to Work: A Department Manager with 20 Years in PR Shares His Perspective (Part 2)

In Part 1, Sugimoto explained, “Because we are a challenging company, each member has opportunities to take on challenges—and because of those challenges, you can truly feel your own growth.” In his day-to-day work, he embodies both the role of a PR professional and that of a department manager leading a team, within a culture where people support one another beyond their assigned roles.

From the perspective of someone who joined from another company in the industry—and as a department manager responsible for management—what makes working at SUNNY SIDE UP appealing?

An interview with a member who moved from another PR agency to SUNNY SIDE UP and is now active as a department manager. Please enjoy Part 2 through to the end.

From Space to Corporate PR!? The Flexible Work Style of the Reliable “Division 4” Team

The “Division 4” team I belong to is a department within SUNNY SIDE UP with a relatively large number of veteran members. While their tenure and backgrounds vary, we have professionals with 10 to 20 years of PR experience, and we often handle a wide range of highly specialized areas—particularly technology and B2B corporate PR.

I have been in charge of PR for a space-related business since around the year before last, and it is truly fascinating. As I studied the space business after taking on the role, I began to grasp developments in space initiatives both in Japan and overseas, which has enabled me to make more strategic proposals. Our younger project members also seem to feel a sense of wonder when they hear “space,” and we are working on it together with strong motivation.

We also have a highly flexible work environment. In my case, I use a “hybrid work” style that balances working in the office and working from home. Even after the COVID-19 pandemic, many members continue to make use of remote work, and being able to choose how you work based on your health and family circumstances is a major advantage for balancing work and private life. In fact, some people say that remote work has eliminated commuting time, allowing them to enjoy relaxed meals with their partner or children. I also feel that I have more opportunities to eat home-cooked meals and have been able to live a healthier lifestyle.

“Listen to the very end, no matter what.” What You Can See from the Position of a Department Manager Connecting the Organization and Its Members

My main responsibilities currently include digesting instructions from senior management and communicating them to the members I manage, reviewing materials created by team members, and preparing documents related to the projects I oversee and new proposals. In addition, I visit clients and attend meetings.

For us department managers, as middle management, conveying the company’s vision to members is one of our key roles. Recently, the executive team has been sharing messages on a regular basis, so I feel it has become easier for the company as a whole to grasp our future direction.

When communicating with members, what I keep in mind is not to simply repeat the words as they come down to us, but to imagine each member’s work and state of mind and convey the message while considering “how this policy will contribute to that person’s growth.” I believe this is a form of contribution to the organization that is possible precisely because of my position as a department manager.

What I value in communication with members is, quite simply, “listening to the very end.” We hold regular 1-on-1 meetings, and I make a point of listening carefully until they reach the point where they say, “There’s nothing else I want to talk about.” When a manager looks busy, members naturally find it harder to speak up. And especially when it comes to what truly matters to them, isn’t it often their honest feelings that come out at the very end? I try to engage with them attentively so that I do not miss those voices.

Even with a work style centered on remote work, there is no disruption to operations; however, when you come into the office, you can speak with colleagues face-to-face, which helps work move forward more smoothly, and you also receive information that can spark ideas—reminding you anew of just how much valuable information you can gain by chance. The benefits of in-person interaction are significant, and I feel that on office days, both the quality and depth of communication increase.

“Remote work has made it easier to work, but I come into the office because I want to see everyone.”

With the remote-work system in place, I feel the ease of working every day, but to be honest, it may not be an exaggeration to say that I “come into the office because I want to see everyone” (laughs).

In Division 4, which has many veteran members and a relatively calm atmosphere, we do not go out to eat very often, but of course we do go out for a celebration when a project reaches a milestone. On the other hand, we also have many female members in their late 20s to around their 30s, and when we see each other, we get excited talking about beauty-related topics—and we have even gone to a hotel for lunch, calling it “studying” (laughs).

In addition, SUNNY SIDE UP GROUP has its own benefits program, 32 Benefits, which includes a system called “Fun Commotion Creation Support” that provides subsidies for various entertainment experiences such as movies, live shows, and events. I see many members using it, regardless of age. For PR professionals, who need to keep their antenna up at all times and continue to catch a wide range of information, I believe it provides an excellent opportunity for meaningful input.

As for how I spend my days off, my usual routine is either going out for drinks with friends in Noge, Yokohama, or relaxing at home with a drink. After being assigned to a champagne PR project, I came to like alcohol, and now I even keep champagne and sparkling wine stocked at home. Other than that, I do yoga, read, go for drives, and travel… I am the type who clearly switches between on and off, so I simply spend my time doing what I enjoy.

PR Is a Rewarding Job That Connects with What You Love: “If You Work at SUNNY SIDE UP, You Can Keep Growing”

It has been nine years since I changed jobs, but I still love SUNNY SIDE UP, and I feel the ease of working here more and more each year.

The reason is, after all, “people.” Motivation inevitably goes up and down, but the colleagues I work with motivate me.

There are energetic, lively people; people full of drive; people with interesting stories; people who always know the latest information… There are all kinds of people, and being stimulated by them, I think the work itself becomes my daily energy. In an environment like this, you naturally get pulled upward.

Above all, the leadership team—such as Tsugihara, President and CEO of SUNNY SIDE UP GROUP, and Seachow, President and CEO of SUNNY SIDE UP—are constantly launching new initiatives that I could never have imagined, so it is truly stimulating and enjoyable.

I have continued working in PR for nearly 20 years including my previous job, and I have passed the stage of saying, “In the future, I want to do this.” I would like to continue enjoying my work as I have, stay healthy both mentally and physically, keep my feet on the ground, and keep growing. I believe that at SUNNY SIDE UP, I can make that happen.

Personally, I think of work as one of my hobbies. When you hear “turn what you love into your job,” you can end up feeling like, “I absolutely have to make that my job!”—but everyone has many hobbies, don’t they? For example, I see it as something like “making one of those ten hobbies your job.” Since you spend most of your time throughout the year working, I think it is better to turn a hobby into your job—and if it is painful, it is fine to look for another path. If you boldly step off the rails, when you look back later, you may find that whichever choice you made ended up working out for the better more often than you might think.

PR is a creative job with a high degree of freedom. For example, you can use your antenna for products you love, talents you support, and things you want to do as angles that lead to solving a client’s challenges and enhancing brand value.

If that takes shape successfully as a plan, it can also bring a new perspective to the client and increase the value of the work itself. Being able to connect what you love with your work—that is what makes PR so interesting, and it is something you should enjoy more and more with that mindset.

This way of thinking is something I learned from a senior colleague at SUNNY SIDE UP, but I would like to demonstrate a way of working that allows me to pass it on to younger people as well.

If you would like to enjoy your work, please knock on the door of SUNNY SIDE UP. Let us work together.