The New Depths of Public Relations Discovered During the Exchange Program! Job Exchange Program Vol.2
Contents
- Am I Next for the Job Exchange Program!? From Life with Babies to the World of Miscellaneous Goods
- The Battle Begins Even Before the Doors Open... A Close-Up Look Behind the Scenes as It Unfolds in Real Time!
- How to Capture the Media’s Attention!? The Thoughtful Approach to Convey a Product’s Appeal
- A New Possibility for PR! What One Day of the Exchange Program Taught Me
Am I Next for the Job Exchange Program!? From Life with Babies to the World of Miscellaneous Goods
One ordinary morning, a letter arrived at the desk of Lee from the Public Relation (PR) Department of Akachan Honpo.
As she opened the envelope, the words "Job Exchange Program" caught her eye.
The sender? The PR office of LOFT. And the message inside read:
"Would you like to participate as a PR representative in the exhibition, 'LOFT GREEN PROJECT – Sustainable Beauty & Life,' which proposes a sustainable lifestyle through miscellaneous goods?"
From a store specializing in maternity, baby, and kids’ products to the world of miscellaneous goods stores. This marked the beginning of a new chapter in the Job Exchange Program.
Mezamē
What is the "Job Exchange Program"?
The "Job Exchange Program" is an original "exchange" initiative by "Asupresso" for employees of Seven & i Group companies, where participants experience the work of various group companies.
In the previous exchange program, Katami from Seven & i Holdings’ Brand Communication Department (at the time of the interview) took part in Akachan Honpo’s popular event, the "Crawling Race." The experience gave him a fresh perspective on his own work and career.
Lee, who usually engages in PR activities and event planning to deliver products, services, and information that enrich the lives of babies and their families, is about to take on a brand-new challenge.
This time, her exchange destination is LOFT, where she will experience PR work at an exhibition for the first time! She will also be responsible for handling media representatives invited to the event.
Lee, the PR Department Manager at Akachan Honpo
Although it’s the same PR work, for Lee, it’s all new experiences. How will Lee's work and perspective change through this exchange program?
The Battle Begins Even Before the Doors Open... A Close-Up Look Behind the Scenes as It Unfolds in Real Time!
The venue was Bellesalle Shibuya Garden.
On this day, the "LOFT GREEN PROJECT – Sustainable Beauty & Life" exhibition was set to take place. This highly anticipated event showcased eco-friendly products and sustainable miscellaneous goods, while also highlighting LOFT’s commitment to sustainability.
With invited media representatives and influencers expected to attend, the atmosphere was filled with quiet anticipation even before the doors opened.
Mezamē
Mezamē’s Key Points
The "LOFT GREEN PROJECT" is LOFT’s initiative to promote an eco-friendly lifestyle. In addition to actively selling environmentally conscious household goods, LOFT also aims to address environmental issues through everyday items, encouraging people to take small but meaningful steps toward a more sustainable and well-being-focused life.
Their motto is: "Start with what you can. Take the first step in thinking about the environment."
Lee will be guided by the PR team at LOFT, with Kishi taking the lead in mentoring her through the PR tasks.
Kishi from LOFT (left) and Lee, who still looks a bit nervous.
With just two hours left until the event opens, they carefully scan every corner of the venue before diving into their first tasks.
Kishi
Let’s start by setting up the recycling boxes!
With those words, Kishi began assembling the boxes designed to collect used pens and empty cosmetic containers. Watching her work with practiced ease, Lee joined in, carefully putting the boxes together.
This type of setup task is also one of the essential duties in running an exhibition.
The setup of the recycling boxes is complete! The boxes are designed to be reused even after the exhibition ends, ensuring they can be used for as long as possible.
Lee
In my usual PR work, I don’t often get hands-on and create things, so this was a refreshing and fun experience! I didn’t realize that PR professionals are involved in setting up the exhibition like this behind the scenes.
As the setup of the booths nears completion, the atmosphere of the event begins to take shape.
The "LOFT GREEN PROJECT" photo spot. Here, attendees can get a glimpse of all the featured products at once.
Now, the real PR work begins. Lee moves on to her next task: inputting product information. It’s crucial that she is well-prepared to share accurate details with the visitors. With the opening time approaching, she walks through the venue with Kishi to finalize everything.
A total of 86 brands are exhibiting at this event. Each product carries the unique vision and values of the companies behind it. It is also a crucial part of PR work to accurately convey these stories and information to the media.
Kishi
While I check all the information that can be researched in advance, there are also new products that I see for the first time on the day of the event. It's important to visit exhibitors' booths before the venue opens, listen to the staff, and try out the products.
Lee
Having the opportunity to engage with so many manufacturers at once was something I don’t typically experience, so I was overwhelmed. However, each booth was full of energy, and the passion they had for the event was clearly conveyed. What surprised me was how quickly Kishi was able to understand each product in such a short time…! The speed and efficiency were something I really learned from.
The opening time arrived. As the doors opened, many invited guests entered, and the venue was immediately filled with energy and excitement.
How to Capture the Media’s Attention!? The Thoughtful Approach to Convey a Product’s Appeal
Now, onto the main task of this event! It’s about guiding media representatives from various platforms such as web and television. However, it’s not just about walking around the venue together. From the many exhibitors at the exhibition, they need to select products that are suitable for each media outlet and introduce the corresponding booths.
This time, Lee experienced guiding two types of media. One was for a web outlet, and the other was for a television news program that airs in the evening, where the event will be featured as part of a special feature.
While watching Kishi move efficiently, she is learning about the PR work that connects LOFT's products with the media.
Lee
The LOFT team decided which booths to introduce to which media outlets during the earlier booth explanation. To think that they had already planned the routes, keeping in mind which products would appeal to TV or magazine writers… The ability to adapt flexibly on-site and make precise judgments is truly inspiring!
The key is being mindful of what will be easy for the media to cover. For example, Kishi selected products that are visually striking or booths with dynamic presentations for TV media, while for web media, she introduced products with a compelling story that would be easy to write about.
Yokokawa, Press Manager at LOFT PR Department
Furthermore, during the tour, Kishi explains the product features clearly and ensures a smooth handover to the booth’s manufacturer representatives. She even occasionally invites people to physically interact with the products, letting them experience their appeal firsthand, all while maintaining careful attention to detail.
It’s not just about hosting the exhibition and inviting the media, it’s about understanding how to present products in a way that will get the media’s attention. What products are most suitable for that purpose? Lee has come to understand the complexities involved in the task.
After experiencing two media liaison tasks, the exchange program is almost over, but Lee continues to energetically tour the venue.
Lee learns about sustainable disposal methods for empty cosmetic containers, a topic closely related to women.
Lee
It’s refreshing to have the opportunity to directly communicate with so many people and introduce products and initiatives, especially since we don’t often have the chance to host large-scale events for those outside the company. Every booth was educational, and most of all, it was exciting! I want to always remember this feeling.
A New Possibility for PR! What One Day of the Exchange Program Taught Me
The exchange program at LOFT was fast-paced and even more stimulating than expected. Though it was a short period of time, Lee gained a lot of valuable lessons.
Lee
It was impressive to see everyone involved in the exhibition, including Kishi, enjoying what they were doing! I also gained a new perspective on how to introduce the appeal of a product to the world. Even within the same PR role, I realized how different our perspectives can be. It’s essential to have strong communication with manufacturers, understand the background, process, and the story behind the product, and convey that to third parties. Being in the dynamic environment of the exhibition and presenting products and services in a way that aligns with the audience’s interests, while also incorporating the manufacturer’s insights, was a valuable lesson for me. I hope to apply some of these learnings to our PR activities at Akachan Honpo.
This exchange program made me realize that even within the same PR role, there are various perspectives. However, what remains common is the importance of aligning with the product and the customer, and finding creative ways to communicate its appeal. This flexibility and ability to think outside the box might be the true essence of PR.
The "Job Exchange Program" will continue. The next invitation could be for you!
This text has been translated using an automatic translation tool.
