What is the unique appeal of PR and SUNNY SIDE UP? Interview with a young management member leading the future | Why I Joined SUNNY SIDE UP Vol. 10

“Why I Joined SUNNY SIDE UP” is a series where we interview various members of our team.For our milestone 10th volume, we feature a member who joined as a new graduate in 2015. While currently in a position to manage a department, he remains deeply involved in the front lines of PR every day.

We interviewed him about his career progression since joining the company and the appeal of PR and SUNNY SIDE UP that he has discovered along the way!

[Member Introduction]
Public Relations Business Headquarters
Director, Division 1, Bureau 2 & Director, Division 1, Social Relations Bureau

Tomoki Tsuruzono

■ Reasons for applying to SUNNY SIDE UP

When I first started job hunting, I didn’t even know the PR industry existed, let alone a company called SUNNY SIDE UP. I was originally interested in the advertising industry, and rather than specializing in one specific field, I wanted a job like an agency where I could be involved across various industries.That’s when I found SUNNY SIDE UP while browsing a recruitment site specializing in the advertising industry.

I remember going to an information session on a whim and being handed an “omikuji” (fortune) with a message from a senior member at the venue; I felt it was an interesting company.

Also, the way they notified candidates of selection results back then was quite memorable. A HR representative called me and said, “If you win at rock-paper-scissors, you’ve got the job offer.” I won, but apparently, those who lost were also hired (laughs).The deciding factor for me was the feeling that I could take on various challenges, so I decided to join SUNNY SIDE UP.

■ About media relations work

When I first joined, as other members have mentioned in their interviews, I was focused entirely on reaching out to the media. My days consisted of calling media outlets on our lists, setting up appointments, and exchanging business cards.

During that time, I gradually built relationships with media representatives. Once, wanting to become even closer, I spoke to someone in a very frank tone, but I received a reprimand for it.

That was the first time I realized that this job isn’t just about securing media exposure; it’s about the work of communication.

While the content of a proposal is certainly important, I learned that communication tailored to the person and the situation, as well as how one conducts oneself as a human being, is equally vital.

I believe professional work involves first understanding the person and the media outlet, then identifying their needs and determining what kind of value-add we can offer as a PR firm.

From around the end of my second year, I began to get involved in planning and sales activities.Taking on a client-facing role made me realize once again how crucial the media relations held by SUNNY SIDE UP are for winning projects. I feel the period I spent building those media relations was very important.

■ Projects handled to date

I have been in charge of PR for a wide variety of projects regardless of genre or scale, including large commercial facilities, major sporting events, and countdown events in Shibuya.My first business trip to Los Angeles for the Japan launch of an overseas burger brand during my third year is also a fond memory.

Another memorable project involved a company that operates a restaurant chain.It served as an opportunity to re-evaluate the importance of “defensive PR” (crisis management)—ensuring information is conveyed without misunderstanding and improving the quality of information—rather than just “offensive PR” aimed at delivering information.Since I was communicating as a representative of that company, I truly felt the importance of taking responsibility for my own words.

■ Job satisfaction

I feel a sense of fulfillment when someone asks me for help.Whether it’s receiving a consultation from a client or being introduced by someone from another company saying, “I want you to help this person,” I feel a sense of value in my existence.As I gain more experience, the number of times I am relied upon has increased, and I want to constantly maintain the skills necessary to meet those expectations.

At SUNNY SIDE UP, if you openly state what you like, you often naturally get opportunities to handle PR for those things.Because it’s something I already like, I can promote it with confidence, and ideas on how to make it better come to me naturally and logically, which makes it fun.I personally like fields related to wellness; recently, I was put in charge of a PR project for training wear and was also involved in a project for a men’s beauty clinic.

■ About managing members

I was originally interested in management because I thought that taking on a leadership role would change my perspective and allow me to grow further.

At first, it was a constant process of trial and error.A top-down management style often didn’t work well. When I reflected on my own experience, I realized that I felt the most growth when I thought and acted for myself.Therefore, while creating an environment where members feel comfortable coming to me for advice,I try to ensurean environment where they can think for themselves and act as freely as possible. Beyond that, I also place importance on listening closely to what they want to do.

Also, while this is something I am mindful of myself, I tell my team members that they should consider whether they are doing what they truly want to do, with an eye toward their future.From a career perspective, since working styles are diversifying, I want them to acquire skills that will be effective in this era of broad change.

In a meeting with team members—serious? Or having fun?

■ What is important in PR

There was once a trend where PR was equated solely with gaining as much media exposure as possible. Today, however, there are many other PR methods available, so I believe it is important to consider how to produce output based on a PR mindset.First, we address the brand and its challenges, then decide whether to use media as a method, or digital tools, or perhaps something else entirely.There have been cases where we were contacted with a request for media exposure, but after hearing the client’s intentions and considering the best approach, we ended up working together in a completely different format.

In this day and age, client requests are diversifying, so I always try to think carefully about whether a proposal is truly the right one.If I find I lack a certain skill as a result, I study and implement that field, and I encourage my team members to do the same.

Furthermore, I am mindful of creating plans while remembering the reason why clients reach out to “SUNNY SIDE UP” in the first place.This is possible because of the SUNNY SIDE UP brand that our predecessors built. Since there are clients who expect the kind of interesting projects typical of SUNNY SIDE UP, I always keep in mind whether a plan or idea is something only SUNNY SIDE UP can do, while also ensuring it matches the current world from a PR perspective.

■ The appeal of the PR industry and SUNNY SIDE UP

One of the charms of PR is that there are no fixed rules. Unlike advertising, there are no set slots or methods, so the beauty of PR is that you can do anything depending on your ideas.That’s exactly why a wide range of knowledge is necessary, and it’s important to constantly update your knowledge across all kinds of information.I think this job is suited for those who enjoy gathering information by looking at media and social media.

Also, since we work with people from various industries and sectors, a major point is simply being able to work with a diverse range of people.Ways of thinking and methods vary by person, and working in a team allows for multifaceted conversations.Similarly, SUNNY SIDE UP has a truly diverse group of people, so new ideas often emerge from internal conversations.PR is difficult because there is no single correct answer, but that is what makes it enjoyable.

■ Future goals

I want to be involved in the next generation of PR and communication.With the emergence of new things like ChatGPT one after another, I believe that working styles and the nature of our work will change even further.That is why I want to meet the expectations of the clients who rely on me and SUNNY SIDE UP, and I want to move forward by constantly updating information and looking ahead to what kind of PR will be required next.Above all, I hope to continue being part of the circle of “Tanoshisawagi” (creating a fun stir).

The SUNNY SIDE UP GROUP has entered a new fiscal year as of July with a restructured organization.We are looking for individuals who enjoy change and are ready to take on positive challenges with us. We look forward to seeing you at SUNNY SIDE UP!