“Pioneering the Future of Fashion PR Through Group Synergy” Managers Discuss the Work at steady study [Part 2]

Following Part 1, we now bring you Part 2 of [Managers Discuss the Work at steady study].

As a PR company at the forefront of trends, steady study is filled with new challenges every day. What do Takamoto, Oda, and Okazaki—who lead steady study—see as the company’s appeal?

This installment is also a must-read!

Job Satisfaction: “What Was Once Challenging Has Become the Standard”

Okazaki:
I always feel like I’m part of the Avengers or Navy SEALs (laughs). Not just language skills, but this mindset is also something I’ve gained from living abroad in the past.

Especially with overseas clients, given cultural differences, not everyone places their full trust in us from the start. Particularly in project management, there are moments of culture shock…

I respond flexibly while being mindful of staying constructive and open-minded.

When they finally say “Amazing!” at the end, I feel a sense of accomplishment knowing I’ve earned their trust—it’s a refreshing feeling.

Planning / Planning Director / Miki Okazaki

Takamoto:
Communication with overseas clients entering Japan for the first time, when they don’t yet have a domestic entity, requires careful attention.

Methods used in the U.S. or Europe can’t always be applied directly in Japan, so proposing the best approach for the Japanese market while staying close to the client and gaining their understanding and trust is not easy. That’s precisely why it’s always a learning experience.

One particularly memorable project was handling PR for the launch of a collaboration item between a major Japanese brand and an overseas brand, aimed at raising awareness and generating buzz.

From venue selection to interior design, staging, content creation, influencer casting, media outreach, and creating novelties for attendees—I directed the entire process.

Since it was an event open to the general public, there was concern about whether we’d reach our target attendance, but thanks to social media buzz, we had far more participants than expected, and it was a great success.

PR I / Senior Manager / Maiko Takamoto

Okazaki:
The need to change both approach and methods between Japan and overseas makes it difficult to standardize—that’s one of the challenges.

Localization is difficult, but the sense of achievement when you pull it off is immense. On the other hand, attending events run directly by overseas brand headquarters and experiencing that gap is also a fun learning opportunity.

Oda:
Compared to my experience in corporate communications, steady study has a sense of security—the entire company feels like one department.

There’s as much expertise as there are members, and we can examine things from multiple angles while staying on top of trends. Overall, there’s a strong interest in fashion and culture, and individual areas of expertise often lead to ideas at work.

Furthermore, our strength lies not only in fashion itself, but also in our ability to propose solutions that incorporate other related industries using fashion as an entry point.

Of course, receiving words of appreciation from clients is encouraging, but when I realize that something I was involved in has become part of society’s “norm,” I feel a tremendous sense of accomplishment.

What was once challenging when we first tackled it has, at some point, become the standard in society.

PR II / Senior Manager / Ayumi Oda

Takamoto:
I also feel a sense of fulfillment when the number of calls we receive increases.When someone has a problem and thinks, “Let’s contact steady study first,” it’s a great honor to be trusted like that.

As a fashion-focused PR company, we’re relatively large in scale, so we’re often relied upon for large-scale events by luxury brands.

Okazaki:
We’re trusted because every member has a certain level of sincerity and makes a good impression. It’s not just individual qualities and abilities—it’s an evaluation that comes from teamwork.

Being thought of as “steady study will do it” is truly remarkable.

Takamoto:
Rather than people with a “I’ll win this on my own” stance, we seem to have more people who are charming, personable, and able to respond calmly. In a way, it’s like a service industry.

Every day, we’re also being trained by external stylists.

Our male members are also skilled at this kind of communication. When I see them being called by their first names and adored on set, I can tell they’ve built good relationships with those around them, and it makes me very happy.

The Kind of People We Want to Work With: “You Need the Observational Skills of a Five-Star Hotel Concierge”

Takamoto:
We’re often asked what skills or qualifications are necessary for this work, but I believe mindset is more important than those, and I take this aspect seriously.

Can you be considerate? Can you work sincerely on what’s asked of you without being selective about tasks? These are what matter. Proactivity and initiative are necessary, but simply being strong-willed won’t make teamwork possible.

Above all, the ability to communicate smoothly with others is essential. For mid-career hires, in addition to this, those with negotiation skills, multitasking ability, and a sense of speed tend to thrive.

Okazaki:
PR is an extremely broad field, and since we handle items from luxury brands, our company in particular requires the observational skills of a five-star hotel concierge.

When you get down to it, sincerity is what matters most.

Oda:
For new graduates, they basically have no professional experience yet—they’re a blank slate.

Precisely because they lack experience, I feel that new graduate hires are more likely to develop the mindset of “no matter what difficulties arise, we won’t give up halfway and will overcome them together with our team members.”

There are many people who are sensitive to new things—trend-conscious in a good way—so even when they hit a high wall, they can enjoy tackling it…

Mid-career hires often have that mindset from the start, and on top of that, they bring stability and flexibility backed by experience.

Takamoto:
Also, the ability to communicate what needs to be said when it matters. Having thoughts or solutions but not being able to convey them to the other party or those around you can lead to a loss of trust. The ability to communicate and advocate is something I hope existing members will continue to develop.

While there is an aspect of “taking on what’s requested” in this work, that doesn’t mean you should just silently do only what you’re told.

As Part of SUNNY SIDE UP GROUP: “We Want to Make Proposals That Leverage Both Companies’ Strengths”

Takamoto:
SUNNY SIDE UP, also part of the group, seems to excel more at “PR and communication aimed at the mass market” compared to steady study. The products we’ve primarily handled are completely different, so our perspectives differ as well.

One has perspectives and ideas the other doesn’t, and we learn a great deal from each other. We also want to take on more new challenges and improve our skills and services.

Okazaki:
Especially in the fashion industry, where speed is essential, we’ve leveraged our high level of expertise to advance PR flexibly and quickly. As a result, we don’t necessarily follow a “basic flow or timeline”—we need to find the optimal method depending on the situation.

On the other hand, SUNNY SIDE UP’s approach to project management, which covers the basics, has clear frameworks and planning, and I find it very instructive. Each method has its own strengths, and I’m confident that by collaborating and leveraging each other’s strengths, we can produce more professional results.

I especially want younger members to experience collaboration within the group. Proposal materials, for example, are truly textbook-quality and serve as excellent learning resources.

With the office relocation in December 2024, seating became free-address. I’m very pleased that the work environment now makes it even easier for younger members to consult with others than when we had fixed seats. I feel that communication among members across teams has become more active.

Oda:
We’re gradually receiving more inquiries outside of fashion, so in those cases, the presence of other companies within SUNNY SIDE UP GROUP is reassuring.

We’re a company that doesn’t decide for ourselves what we can’t or won’t do—we take on challenges ambitiously. I want to welcome more and more younger members so that fresh ideas can emerge that veteran members, who have expertise but may have developed certain fixed notions, don’t have.

Being strong in fashion is steady study’s identity, but of course we handle other things as well. However, I believe there are many situations where the knowledge we’ve cultivated can be put to use. I want to continue making proposals that leverage both companies’ strengths in such situations, and this kind of synergy is the strength of being part of a group.

Okazaki:
In recent years, I feel that media is changing at high speed. Accordingly, I believe the work of PR and communication must also continue to be updated.

I hope we can stimulate each other within the company and within the group so that we can adopt a marketing perspective that looks at the overall flow of society, not limited to a specific industry.

steady study constantly captures the latest trends both domestically and internationally. Here, there’s an environment where individual and team uniqueness can be elevated as strengths.

We look forward to applications from those interested in various cultures and those who can approach anything with curiosity!