Obtained PR Planner Certification in the Fourth Year of Post-Graduate Employment! Our Professional Members Explain the Exam Content and Secrets to Passing

SUNNY SIDE UP GROUP is home to many members with professional skills. There are various ways to acquire the skills necessary for PR and communication! Some are gained through practical work, while others come from private experiences that connect in unexpected ways.

In fact, the PR industry also offers a way to acquire skills through “certification”! This is the “PR Planner” certification, which proves that an individual possesses the knowledge and proposal capabilities required for public relations and PR. One of our members obtained this qualification in their fourth year after joining as a new graduate.

The PR Planner certification is considered a difficult qualification to pass, even for experienced professionals who have been in the PR industry for many years. It is said to be quite rare to pass on the first attempt in one’s 20s.

We are pleased to introduce this qualification along with an interview with Yurika Mizutani of SUNNY SIDE UP, who successfully passed this challenging exam on her first attempt!

【Member Introduction】
SUNNY SIDE UP Inc.
Social Relations Bureau, Department 1, Group Leader / Bureau 2, PR Director
Yurika Mizutani

Joined SUNNY SIDE UP as a new graduate in 2020. Spent three years in the Media Unit (now the Social Relations Bureau) specializing in media promotion. Handled numerous media promotions for events and information dissemination with social relevance, such as sustainability and corporate PR, across a wide range of genres including commercial facilities, beauty, gourmet, and IT services. Also experienced in building media relations and planning proposals for the company. Since July 2023, she has served as a PR Director, acting as a public relations partner for clients across various industries, while also being involved in the management of the Social Relations Bureau.

◾️What is the PR Planner Certification System and Examination?

The PR Planner Certification System is Japan’s only public relations and PR certification system, established by the Public Relations Society of Japan in 2007. It consists of three stages: the 1st exam, which tests comprehensive basic knowledge; the 2nd exam, which tests knowledge by specialized field; and the 3rd exam, which tests practical planning abilities.

Passing the 1st exam grants the title of “Associate PR Planner”
A qualification certifying that the individual possesses the minimum basic knowledge necessary to engage in public relations and PR practice.
(Obtained by passing the 1st exam and subsequently passing the Associate PR Planner screening.)

Passing the 2nd exam grants the title of “Junior PR Planner”
A qualification certifying that the individual possesses the specialized knowledge necessary for public relations and PR practice.
(Obtained by passing the 1st and 2nd exams and subsequently passing the Junior PR Planner screening.)

Passing the 3rd exam finally grants the “PR Planner” certification
A qualification certifying that the individual can handle a wide range of daily public relations and PR tasks and possesses the knowledge and proposal capabilities to support PR managers.
(Obtained by passing the 1st, 2nd, and 3rd exams and subsequently passing the PR Planner screening. Note that eligibility for the 3rd exam requires passing all four subjects of the 2nd exam plus at least three years of practical experience in public relations or PR.)

The PR Planner title is a qualification obtained through extensive knowledge and sufficient practical experience. As of April 1, 2024, there are 3,372 certified PR Planners. The overall pass rate stands at 48.6%.

Reference: PR Planner Examination Guidelines Booklet

◾️Passing on the First Attempt in the Fourth Year! The Path to Certification and the Benefits of Obtaining It

With a pass rate of less than 50%, this is a rigorous qualification. We asked Mizutani of SUNNY SIDE UP about her motivation for taking the exam and what she focused on during her studies.

ーーTo begin with, please tell us what motivated you to join a PR agency and the background behind your decision to obtain the PR Planner certification.

Mizutani: I aspired to enter the PR industry because I wanted to create opportunities for people to think enjoyably about difficult social issues, such as education and environmental problems, by communicating information clearly through mass media.

I first learned about the PR Planner certification when I was a senior in university. After finishing my job hunt with an offer from SUNNY SIDE UP in July, I found it while looking for things I could do to prepare before joining the company.

I have always had a thirst for knowledge and often challenged myself to get certifications in fields I was interested in as a way to test my skills. When I learned that the 1st exam for the PR Planner certification would be held in August of that year, I decided to take the challenge immediately. From the beginning, I intended to take all the exams up to the 3rd stage to become a certified “PR Planner.”

ーーWhat kind of measures did you take to prepare for the certification?

Mizutani: To prepare for the 1st and 2nd exams, which are conducted via CBT (Computer Based Testing), I thoroughly studied the official textbooks and passed up to the 2nd exam while still in university. Through the official textbooks, I was able to systematically input basic knowledge related to public relations and PR—including media trends, basic theories of marketing and branding, crisis management PR, and IR knowledge. I think it was very beneficial to join the company having already studied public relations and PR in depth.

The 3rd exam, which requires at least three years of practical experience, involves tasks such as creating news releases and public relations/PR plans. Since the latter half of my second year at the company, I had been involved in PR support and proposals for clients in addition to my work as a media promoter, so I was able to apply my practical experience directly to the exam.

For the 3rd exam, which I took in the summer of my fourth year, I began focusing on preparation about a month before the exam date due to my work schedule. I formulated my strategy while gathering information by reading accounts from successful candidates. During this time, rather than just studying for the sake of the exam, I remember thinking about how I could use the news I encountered in my daily work as material for PR, connecting my practical duties with my exam preparation.

ーーThe 3rd exam in particular has a low pass rate and difficult content. Was there anything you focused on to ensure success?

Mizutani: It was about steadily mastering the basics. In actual work and competitions, we are sometimes asked for unique PR ideas that are “typical of SUNNY SIDE UP,” but those can only be successful if the foundation is solid. Therefore, rather than listing many high-impact ideas, I focused on providing basic answers that did not miss the essential points suited to the requirements. I prioritized reducing point deductions over seeking extra points, such as ensuring the logic was sound and using correct Japanese.

ーーPlease tell us about moments when you feel that holding the PR Planner certification has a positive impact on your work.

Mizutani: For clients who are engaging in PR initiatives for the first time, mentioning that I hold this certification makes it easier to build a sense of security and trust. Once that trust is established, they often speak more frankly about their own challenges. Thanks to this, I feel I am now able to make proposals that resonate directly with the client’s needs.

Furthermore, obtaining the certification has led to increased confidence. When presenting ideas or taking on new challenges, the fact that I earned the qualification acts like a lucky charm, allowing me to approach proposals with more confidence than before.

◾️Comment from Riyu Matsumoto, Vice Chairman of the Public Relations Society of Japan and Director of SUNNY SIDE UP

We received a comment from Riyu Matsumoto, who serves as Vice Chairman of the Public Relations Society of Japan and Director of SUNNY SIDE UP, regarding the significance of obtaining the PR Planner certification and his expectations for members who hold it.

“At SUNNY SIDE UP, we interpret the word PR in its original, broad sense of ‘Public Relations.’ Therefore, our members stand as communication partners to our clients, committed to delivering results through free thinking and diverse methods.

We view the PR Planner certification as a challenge for PR professionals living at the cutting edge of the times to first possess prerequisite knowledge, experience, and understanding, and then to further expand their insight and creativity to elevate themselves and give back to their clients.

I hope they will share the value gained from this process with the members around them to elevate each other.”

At SUNNY SIDE UP GROUP, many members are constantly inputting various information and honing their skills every day to provide proposals that are as closely aligned as possible with our customers’ products and services. We will continue to create a “fun stir” with a wide range of solutions centered on PR thinking.

Public Relations Society of Japan “PR Planner Certification System”
Official Page: https://prsj.or.jp/pr-planner/