What is Important in Media Relations? Young Members Thriving in Their Second Year Discuss Creating Mechanisms that Move People’s Hearts (Part 1)

SUNNY SIDE UP is a company that develops its business with PR and communication at its core. Typically, new graduates joining our company are first assigned to the Social Relations Department (hereafter referred to as the SR Department), a department specialized in “building relationships with members of the media.”

What kind of members make up this energy-filled SR Department?

To find out, we held a dialogue project featuring two members in their second year at the company who are thriving in the SR Department! We spoke with Chika Ozu and Sona Min. While they inspire each other through friendly competition, these two are close friends as colleagues from the same year. At the SR Department’s performance report meeting held at the end of the term, they both received the “Grand Prix,” awarded to members who conducted the most outstanding media approaches.

We asked Ozu and Min to talk extensively about the role of the SR Department, their reasons for joining SUNNY SIDE UP, and what they feel is important when working in PR. This content, packed with essential points for job hunting and PR work, will be presented in two parts.

The SR Department’s Mission is to Create Mechanisms that Move People’s Hearts through PR via the Media

— First, please tell us about the role of the SR Department to which you both belong.

Ozu: Within SUNNY SIDE UP, the SR Department is a department specialized in widely communicating information to the world through the media and social media. I believe our role is to bridge the information that companies want to disseminate with the information that the media is looking for, while constantly building relationships with media professionals.

It is important not only to convey the appeal of visible products but also to communicate information that is not apparent on the surface—such as the background of their creation and the needs they fill—in line with global trends. However, the original purpose of PR is not just to gain media exposure, but to move the recipients of that information, such as the readers and viewers beyond the media. I believe it is important for the SR Department to create mechanisms that move people’s hearts through PR via the media and social media.

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

Min: At SUNNY SIDE UP, there are staff members in charge of clients and SR staff members in charge of delivering projects to the media and social media, which may be a major difference from other companies.

PR is different from advertising, where you take a client’s budget and place it in the media. Therefore, it is important to skillfully align the client’s information with the information the media seeks. Our role is to consider and coordinate the best possible plans so that the priorities of both parties can be reconciled.

In order to find the best plan for both parties, active internal communication between the SR staff (the media contact) and the client contact is also crucial. For this reason, I believe PR at SUNNY SIDE UP is a “team sport.”

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

▼Click here for the difference between advertising and PR▼
Do you know the difference between advertising and PR (Publicity)? Minimum knowledge required for communication planning.

An Environment Where Even Young Members Can Take on the Challenges They Want to Pursue

— Please tell us about your current duties at SUNNY SIDE UP, which you joined with such enthusiasm. Also, were there any gaps between your expectations and reality after joining the company?

Ozu: Currently, in the SR Department, I am thinking of strategies to make the projects and products I am in charge of a hot topic, while communicating with the media who follow the world’s frontline news every day. Since we are in an era where the influence of social media is significant, we don’t limit ourselves to just traditional media; we also have many opportunities to consider approaches using influencers while following various guidelines.

I handle a wide range of products, including commercial facilities, food, and business. An environment where I can take on various projects regardless of the genre is something I am very grateful for, and it is one of the reasons I am glad I joined SUNNY SIDE UP.

Regarding the gap after joining, I had already done industry research, so there wasn’t much of one. However, the speed at which I was sent into the field was much faster than I imagined. Since this is a job where you learn more by actually being in the field, I understand that sense of speed now, but at the time, I was bewildered, thinking, “Am I already going out in front of clients and media professionals?!” (laughs). But I was able to work while receiving constant support from my OJT (On-the-Job Training) seniors, so I think it was a very valuable experience.

A memorable photo with fellow new recruits during the training held shortly after joining the company.

▼Click here to see the new employee training▼
The start of the “Fun Commotion”! New Employee Training for Fresh Recruits! Part 1
Reporting on the new employee training filled with laughter, learning, and survival (?)! Part 2

Min: PR is a job where there is no single correct answer, so it’s difficult to learn just within the company. It’s more about field intuition.

Ozu: The methods for building relationships with media professionals really vary from person to person. It reminded me once again that PR is a job where communication with people is vital.

Min: I didn’t experience any major gaps after joining either. Rather, I thought, “This is truly a company that lets you challenge yourself with what you really want to do!”

Because I used to play basketball and had an interest in entertainment, I studied sports management during my student days. I joined SUNNY SIDE UP because it is a PR company with a strong track record in sports, but the first project I was assigned to was in the food and beverage industry. In the midst of that, in June of my first year, there was a recruitment for someone to handle an event where an overseas soccer team would visit Japan.

Since I had just joined the company, I hesitated to volunteer at first, but my senior encouraged me, saying, “If you want to do it, you should speak up.”

When I volunteered, I was assigned to the role as I had hoped, and thanks to that experience, I am now able to handle many sports-related projects. I realized that even in your first year as a new graduate, you can seize opportunities by conveying your enthusiasm, and if you can show both passion and results there, it will firmly lead to the next opportunity.

Of course, I can’t only be involved in fields I’m interested in, so I approach projects in other genres with sincerity as well. Ultimately, that attitude leads to trust, and being able to encounter products from various industries is one of the joys of the PR and communication industry. Furthermore, because I am allowed to handle various industries, my “repertoire” increases, which gives me the strength to propose angles that are different from those of professionals in that specific field, even when working in different industries.

— Among the wide range of products you handle, please tell us about any project episodes that were particularly memorable.

Ozu: It was the opening PR for Tokyu Plaza Harajuku “Harakado.” When I was conducting street interviews the day after the opening, several people replied, “I saw the program (that Ozu secured exposure for) and thought it looked interesting, so I came.” I often see reactions on social media, but I rarely had the chance to hear live voices, so I felt a sense of fulfillment knowing I had done work that remained in people’s memories.

Min: It’s great to get feedback on the exposure you were responsible for, isn’t it? I also felt it was worth it when a sponsor of a sports club I was doing PR for was pleased and said, “This is very good exposure.”

Also, when I was in charge of PR for a certain region in Japan over a long period, it left an impression on me when I was told, “I wanted to come for an interview precisely because of Ms. Min’s polite guidance.” There were some people in that region who were not very positive about being interviewed, but by keeping polite interactions and bright communication in mind, I was gradually able to build a relationship. I was happy that I could ultimately lead it to very good PR.

— Was there anything particularly pleasing that was said to you by the media or clients?

Ozu: For me, the happiest thing was when someone from the media said, “Ms. Ozu, you understand the characteristics of our program so well that I can tell you always watch it. Please introduce a spot that you think would suit the program.” As a PR professional, I could feel that I had gained trust from the media.

I was able to lead it to exposure for the points the product wanted to push, and it was great that both the client and the media were pleased.

Min and I often handle projects that are not straightforward (laughs). For that reason, I was very happy when I received the Grand Prix together with Min at the performance report meeting.

Min: We worked hard while exchanging information and encouraging each other, didn’t we? Ozu excels in both communication and ideas, and I truly respect her. I’d like to become Ozu for a day and learn her way of thinking (laughs). It was truly an honor that the efforts of Ozu and myself were recognized and we were able to win the Grand Prix together.

Ozu: Min is very meticulous in her work, isn’t she? She’s the type who approaches things after thorough analysis. I’m happy when those efforts lead to exposure, and I think she’s truly amazing.

Min: Also, while having to be creative with media exposure, I was really happy when a proposal was accepted after I tried approaching it with many different patterns.

Furthermore, when I was communicating with a public relations person for a sports team that hadn’t had many opportunities for media exposure, being told, “Please tell me more” and “I’m learning a lot” gave me confidence as I felt I was contributing to the dissemination power of the sports industry.

How was it?

Ozu and Min won the Grand Prix by utilizing their respective strengths while respecting each other.

In the second part, we will ask these two about what they think is important when working in PR and the strengths of SUNNY SIDE UP.

Please look forward to the next installment!