What matters most in media relations? Part 2: A rising young team member in their second year after joining as a new graduate shares how to create mechanisms that move people’s hearts

Following Part 1, we now bring you Part 2 of “What matters most in media relations? A rising young team member in their second year after joining as a new graduate shares how to create mechanisms that move people’s hearts.”

Ozu and Min spoke about what they believe is essential for PR professionals, SUNNY SIDE UP’s strengths, and their goals going forward. They also share a message for job seekers at the end.

PR requires strong analytical and observational skills

—What do you consider important when working in PR?

Ozu: I once heard the phrase, “A combination of grit and logic creates effective exposure,” and I truly feel that is exactly right.

When persistence alone does not lead to exposure, it is crucial to thoroughly consider social trends, latent needs, and what the media is looking for, and then combine passion with strategy. For example, for bedding, rather than simply pitching the product, you might add a timely angle such as “sleep divorce is on the rise,” or try approaching it by working backward from World Sleep Day. I strongly feel the need to hone not only grit and drive, but also the analytical ability to read what is happening in society.

▲ Public Relations Division / Social Relations Bureau / Department 2 / Group 3 Chika Ozu

Min: I also feel that observational skills are important. Exposure is achieved when the client’s information aligns with what the media is seeking. That is why we believe it is essential to understand what the media wants and present information in a way that fits, with thoughtful adjustments.

It is discourteous to ask “Please feature us” without researching the media outlet at all, so we observe and analyze the media to create a situation where they can at least consider it. Then, while thinking about questions such as “What would make the media want to cover this?” and “What information would help the media?”, we form hypotheses. I believe aligning expectations with media professionals from there is also a key point that leads to securing exposure.

▲ Public Relations Division / Social Relations Bureau / Department 3 / Group 1 Sona Min

—What do you consider to be SUNNY SIDE UP’s strengths as a PR agency?

Ozu: At SUNNY SIDE UP, essentially all members who join as new graduates gain experience in media relations work, so being able to plan with a media perspective is one of our strengths.

Min: Unlike advertising, where impressions can be guaranteed, PR is a business where it is difficult to promise results. We take on projects without knowing how much media exposure we can achieve, so we must absolutely avoid situations like “We couldn’t secure exposure” or “We got exposure, but the response was different from what was expected.” Considering there are career options such as sales or planner roles afterward, I think it is a valuable environment to be able to gain extensive experience first in the SR Bureau.

Ozu: Another strength of SUNNY SIDE UP is our open, communicative culture. Regardless of seniority or position, it is an environment where you can express your opinions properly. Our cohort is close enough that we even go to Tokyo Disneyland together (laughs).

Min: That’s true. At SUNNY SIDE UP, there is no one who is negative about what someone wants to do or work hard at. If you ask for advice, everyone will always listen, so I do not think you will ever be left behind.

It is important to find a company that accepts you as you are

—What kind of person do you think is a good fit for SUNNY SIDE UP?

Ozu: At SUNNY SIDE UP, you will work with a wide range of products and services across many fields, so I think it suits someone who can take on challenges with curiosity and enjoy them even in areas where they do not yet have knowledge.

In particular, the SR Bureau is the department that is on the front line in contacting the media, so it is very important to have the initiative to proactively share knowledge and feedback received from media professionals with your team and clients, and contribute.

Min: I also think it suits people who can think and act for themselves. Because the work involves proactively proposing ideas and communicating, it is important to consider what the media is looking for and what is necessary for exposure, and to actively engage with both the media and clients.

I think the members who actually work at SUNNY SIDE UP are also mindful of maintaining close communication. Our cohort group chat is active at least three times a day (laughs).

The two are so close that they usually call each other by nicknames like “Chikachika” and “Min-chan.”

Ozu: Rather than someone who does what they are told with 120% precision, it may be better to have someone who does 100% of what they are told, plus proactively anticipates and does additional things that benefit the team.

—Please tell us about your future goals and what you would like to challenge yourself with.

Ozu: In my first year after joining as a new graduate, I often helped spread initiatives with a largely fixed framework to the public through the media, but recently I have gradually had more opportunities to propose projects I have come up with myself. Therefore, I want to further develop my ability to propose ideas that work backward from what the client wants and what will generate buzz.

My manager is someone who not only asks, “What would you like to challenge yourself with going forward?” but also thinks it through together with me, so I feel it is an environment where you can step up in line with your intentions and skills. By viewing that environment as an advantage, I want to continue challenging myself so that, through projects I have conceived, I can further expand the possibilities of PR to the fullest.

Min: I would also like to challenge myself going forward by making proposal-based pitches as a sales representative. By building a track record of bringing projects I have conceived from scratch out into the world, I hope to build my confidence as well. I will continue to face media work head-on and do my best every day!

—Finally, please share a message for job seekers.

Ozu: SUNNY SIDE UP is truly friendly and lively, and many people here want to create “fun commotion” both within the company and out in the world.

I also had many worries during my job search, but I want all job seekers to cherish the simple feeling of “I want to work here!” I trusted that intuition and jumped into SUNNY SIDE UP, and I am very satisfied. If you are even slightly interested in working with us, we look forward to your application.

Min: SUNNY SIDE UP is a company that is not bound by conventional frameworks, so many members have their own guiding principles. And because we accept each other’s individuality, no one denies you even if you think differently.

Like Ozu, during my job search I had an experience where it was seen through that I was stating motivations tailored to each company, and I failed badly. I believe the most important thing in job hunting is not to lie to yourself and to find a company that accepts you as you are. Please take this opportunity to reflect on yourself, listen to many different perspectives, and find your own guiding principles.

If you read this interview and feel, “This might suit me,” I hope you will give it a try. And if you do, be sure to clearly put into words “why you think it suits you” and take on the challenge. If you can give it your all, I do not think you will regret it, no matter the outcome.

In this two-part feature, we interviewed Ozu and Min, now in their second year after joining as new graduates, and through their growth from job hunting to their first year and up to the present, we shared SUNNY SIDE UP’s culture and the appeal of the work.

We look forward to receiving your entry.