• At SUNNY SIDE UP, in addition to management positions that lead organizations, there is a role called “Expert” for those who are expected to leverage their extensive experience to achieve outstanding results.This time, we spoke with Takahashi, who is active as an Expert, about his working style.

【Member Introduction】

Public Relations Division/Bureau 1/Department 4/Group 2
Taira Takahashi

Reasons for Joining SUNNY SIDE UP and Job Satisfaction

I became interested in SUNNY SIDE UP after learning about the White Band Project during my university days, which led me to join the company. I mainly handle gadget-related projects and campaigns, and nothing beats the joy of seeing something you’ve worked on become a topic of conversation in the public sphere.Recently, I worked with a company specializing in music technology, and PR for technical appeals is a very challenging field, so I worked closely with the agency to discuss in detail “what can be done with this technology” from the ground up.

We developed and executed a strategy to transform the new technology into entertainment—”a fun and interesting technology that everyone can enjoy”—by disseminating information about places where users could easily experience it and presenting it in a way that highlighted the artists. Additionally, since gadget information has high affinity with social media, we strategically secured exposure by leveraging SUNNY SIDE UP’s relationships with media and influencers to create information spread.As a result, it was featured on all morning, afternoon, and evening news and information programs, gained traction on social media, and ultimatelywas introduced on many live broadcast programs and variety shows.

The client said, “Honestly, we underestimated PR…” as interviews came in almost daily, which was a happy problem for us as well (laughs).

Comment from Team Member
He has extensive experience and knowledge in entertainment-related matters, so his name comes up when people think “entertainment projects,” and he’s often assigned to projects when we’re in a bind. Including his commitment to delivering results, he’s someone clients rely on. He leads the bureau by leveraging his experience built up from being a full-time employee and his unique strengths.

Comment from Colleague
When I first handled a certain gadget product, many of the media contacts I spoke with said, “Oh, Takahashi-san always takes care of us.”Despite joining the company at the same time, I hadn’t yet built strong relationships with media contacts, so I remember feeling anxious, thinking he had built such strong connections and I couldn’t afford to fall behind.

A photo taken while preparing for an internal event. Looking happy with members from the same bureau ^^

PR Work

It may look glamorous at first glance, but I remember thinking after joining that there’s actually a lot of detailed work involved.At first, a senior colleague gave me a list of media outlets and asked me to read through all of them, identify which ones had gift corners, and summarize the details of those corners if they existed.

I repeatedly read and checked about 100 media outlets, from TV to web publications, and even read magazines on my commute. I was reading magazines like Nicola and Pichi Lemon on the train, so people around me might have been wary (laughs).

Looking back now, it was the experience in my life where I felt closest to eternity.

Comment from Team Member
His strength lies in his ability to gain overwhelming experience, apply what he learns to the next opportunity, and continuously update based on what he sees and experiences. He can consistently and diligently carry out this cycle with responsibility.I vividly remember when he was selected for an award during a business trip to Karuizawa for a certain PC manufacturer’s annual event.It was a moment when his daily diligent efforts bore fruit, and I was very happy for him too.

Comment from Colleague
When we joined the company and the media unit was still one department, he was quickly entrusted with various on-site projects.Even though the workload inevitably increased and he had to work early mornings, late nights, and long hours, he never complained and always proceeded with his work calmly—it was impressive.

In contrast to his usual calm demeanor, he quickly takes charge of the entire photo session

Working as an Expert

I’ve never been particularly ambitious about climbing the corporate ladder, and I didn’t really consider pursuing a management position. I’m the type who tends to think someone else would be better suited to lead than me.

But when I heard about the Expert position for those who master their craft, I thought, “Maybe this is the path I should pursue.” Rather than doing anything special, I think I arrived at this position as a result of sincerely tackling the projects in front of me.

Becoming an Expert didn’t drastically change my work content, but the way others perceive me changed, so I approach my work with an even greater sense of responsibility. Since the leader oversees the team’s overall progress, I’ve become more conscious of supporting the detailed aspects that the leader can’t fully cover.

Comment from Team Member
He has a gentle demeanor, so he quickly builds rapport with both clients and partners and is relied upon.Also, he has a unique healing character. It’s hard to explain in words, but he’s one of a kind, and everyone’s camera roll is full of his photos (laughs). Being loved by seniors, juniors, and people both inside and outside the company is his charm. (I’m jealous!)

Comment from Colleague
His charm is certainly his lovable character, but I think it’s also his ability to always be considerate of others and drive things forward smoothly.Unexpected situations are part of PR work. There are moments when immediate coordination across multiple parties is necessary, but his approach to finding benefits for everyone and resolving issues with everyone’s agreement is something to learn from.

One of the many photos in team members’ camera rolls

Future Goals

I want to be someone who, with the awareness of being an Expert, can support the leader and the entire team from behind. When people think of career advancement, they tend to only think of management positions like manager, but I hope to show junior colleagues that the Expert path is also an option.

For those who think “I might not be suited for a leader or manager role” or “I want to stay on the front lines doing PR work,” pursuing the Expert path is also a choice.

How was it?Everyone’s career path is different, but perhaps what’s common is pursuing what you love and what you’re good at.

Why not pursue your own unique career at SUNNY SIDE UP? We look forward to receiving your application!