Developed a PR effect measurement and analysis model that eliminates advertising equivalency.

Dentsu Inc. Public Relations launched a new service on July 4th utilizing its PR effectiveness measurement and analysis model , "Reputation Matrix."

"Reputation Matrix" is a new effectiveness measurement and analysis model that evaluates corporate and organizational PR activities from both the "quantity" of exposure and the "quality" of reputation. It conducts comprehensive analysis by combining various surveys according to objectives and budget.

This model also aligns with the trend in the international PR industry advocating the "Barcelona Principles"*, which argue that evaluating PR effectiveness solely through advertising equivalency values does not accurately reflect reality.

*Barcelona Principles: Announced by AMEC (International Association for Measurement and Evaluation of Communication) in 2010, revised as "Barcelona Principles 2.0" in 2015, consisting of seven principles.

It enables the unified integration of various survey results—such as social listening, target audience research, corporate appeal surveys, media reputation surveys, media landscape analysis, and media sentiment analysis—under a new effectiveness measurement standard called "Reach Point." This allows for both individual campaign effectiveness measurement and utilization as foundational data for formulating PR strategies at the management level.