Speaking only English in a Japanese PR agency? – A quick look at the Global Communication Unit

Some of you may share this experience, but one of my struggles of relocating to Japan was the limited opportunities to use English. As a non-native English speaker, it’s hard to keep up my English level if there aren’t enough chances to practice.

But amazingly, apart from working with overseas clients as a Global Account Division member, there’s also something called “GCU” at SUNNY SIDE UP (SSU). “G” for Global, “C” for Communication, and “U” for Unit. Yes, it’s the Global Communication Unit.

As the pandemic is ending, the cross-border activities of people and things have resumed. Indeed, not only do more and more Japanese companies want to take an exploratory step and share their products and services around the globe, lots of overseas places would also love to introduce their fantastic deliverables to Japan. As a PR agency, of course, we believe this “exchange of information” can be done with the power of communication. But as you know, language is sadly still a barrier in Japan, so how can we talk to the world?

“GCU” at SUNNY SIDE UP

The answer is, through GCU. GCU gathers Japanese and non-Japanese English speaking PR professionals who are experienced and/or interested in using English to communicate in their business transactions. So, GCU is more than just a “passion” towards using English, but the place to link Japan with the world closely so we can continue our role of bringing hidden value into the limelight, on a global scale.

Taken by GCU members on business trip to Boston and New York

You may wonder what GCU is all about. It’s hard to describe in a word or two. GCU just launched in early 2023, the moment when the pandemic was reaching its end, yet I have already been involved in a wide range of activities as a GCU member. We discuss tips or challenges when communicating with global clients, we can also utilize our skills to compile a usable media list and even secure media attendance at events. You could say that GCU is a place for members to gain overseas communication experience, and help build their confidence when communicating with global clients and media.

Our Works 

One of the biggest projects I’ve worked on so far was securing international media attendance for SAKE COMPETITION 2023. Launched in 2012, SAKE COMPETITION is the only SAKE event in the world that allows consumers to explore the best that the sake world has to offer regardless of how well known the brands are. The competition was on hold due to the pandemic, but came back in full force in 2023. 

In celebration of the event coming back, we decided to reach out to a wider audience by engaging media in the UK and Taiwan. As the only member who can speak Mandarin, I was responsible for inviting Taiwanese media to attend the award ceremony, and for securing interview opportunities. It was quite a challenge, as this was the first time SSU was reaching out to Taiwanese media.

From the media list compilation, to inviting and securing media attendance, on-site support and following up on articles, it was necessary to adjust my tactics through trial and error. But with the continuous enthusiastic support from the whole GCU team, I was able to secure attendance and even interviews by Taiwanese media. It was of course a wonderful learning experience, and I believe sharing my experience was also valuable for the rest of the GCU team as well, as observational learning is also a very important learning process!

Other GCU members also have their own English related projects, such as preparing English proposals, assisting with English presentations, expanding our internal media list to include outlets from around the world, etc. With all these experiences and techniques, GCU is sure to eventually become an important asset within SSU, especially when engaging global clients. 

PR Events held in Hong Kong and Taiwan

Event support in Mexico City

PR event at the Australian Embassy in Tokyo

The new business year in Japan will start very soon (in April), and it will be exciting to have more SSU members joining GCU so we can uncover new potential and possibilities together. GCU is more than just busy work or challenges, it is also a place for you to relax, to encourage others and be encouraged. We have bi-weekly gatherings. We get together even when there aren’t any pressing initiatives, so that we can share 

updates on what is happening, all in English of course. It’s an opportunity to take a well deserved break from work.

This is a quick look at GCU from my lens. But do stay tuned if you are interested in learning more about GCU!