The Challenge: Moving Beyond Clips to Full-Funnel Impact

For B2B companies in Japan, establishing clear PR ROI is notoriously difficult. Generic PR metrics fail to connect earned media to the bottom line, leaving strategies often ambiguous and disconnected from sales goals. WONDERHOODS K.K. addresses this by asserting that effective PR measurement must start with messages and keywords directly aligned with sales outcomes. We partner with clients from this foundational development, ensuring PR is treated as a strategic investment, not just a cost.

---

The WONDERHOODS PR Logic Model: Tracing the Full Funnel

WONDERHOODS uses a Logic Model to map PR activities to business impact, ensuring full-funnel understanding is applied to measurement. This framework identifies every phase from investment to business goals:

Stage	Question	Key Metric Examples
Input	What resources were invested?	Budget, Personnel costs
Activities	What actions were executed?	Press Releases, PR Campaigns, Events/Conferences
Output	What was produced?	Earned Media Coverage, Content Volume, Event Attendees
Outcome	How did the audience change?	Brand Awareness, Message Understanding, Favorability
Impact	Were business goals achieved?	Sales/Profit, Market Share, Number of Applicants

Crucial Insight: Due to data disclosure limitations in Japan’s media landscape, measuring true numbers for Outcome and Impact is often impossible. Therefore, we must pivot our focus to measuring the quality of the measurable output (Earned Media).

---

The Core Solution: The Earned Media Quality Score

WONDERHOODS focuses on the Earned Media Coverage as the central KPI, specifically by evaluating its quality. This assessment determines its contribution to higher-funnel metrics like Brand Awareness and Message Understanding.

1. Media Tiering for Strategic Value

Target media are segmented into three Tiers based on strategic importance, with multipliers applied to the score:

Tier	Example Media	Multiplier (Media Score)
Tier 1	Business Media, Yahoo! News Reposts	x3
Tier 2	Industry-Specific Media, IT Media	x2
Tier 3	Other IT Media	x1

2. The Quality Evaluation Matrix

The Quality Evaluation Matrix uses five weighted factors to generate a final Earned Media Quality Score (Score min: 1, max: 54). This allows for a quantitative assessment of the strategic value of each piece of coverage.

Evaluation Item	Focus	Scoring Criteria (Examples)
Media Score	Quality of the published media	Tier 1: x3, Tier 2: x2, Tier 3: x1
Volume of Coverage	Article depth/length	801+ chars: x1.5, 401–800 chars: x1.2, up to 400 chars: x1
Key Message Coverage	Inclusion of core messaging	KM included: x2, Partial KM: x1.5, No KM: x1
Headline Coverage	Brand exposure in the headline	Included: x2, Not included: x1
Brand Centrality	Impact on brand understanding/favorability	x3: Main subject/interview; x1: Simple mention

---

Conclusion: WONDERHOODS as Your Navigator for PR-Driven Growth

WONDERHOODS’ framework offers B2B leaders a structured, quantitative solution for the complex Japanese market. By combining a full-funnel perspective with a detailed Earned Media Quality Score, we move PR measurement past vanity metrics and ensure your communication strategy drives measurable Demand Generation and sustainable growth.