Buzzscribed™ Measurement Standard

ProofScore™

The PR measurement methodology that shows its working.
Every score has a formula. Every formula is transparent.

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The Framework

How ProofScore Works

ProofScore is structured around 7 measurement dimensions, addressing the Barcelona Principles adopted by 86+ countries. Every segment maps to a component you can audit. Click any segment to learn more.

Click a segment to explore

The wheel visualises all 7 Barcelona Principles working together. The outer ring covers Preparation (goal setting, audiences, strategy), the middle ring is Implementation (quality analysis), and the inner ring is Measurement (scoring, channels, transparency).

As each principle is fulfilled, its segment turns green. A fully green wheel means the campaign has been measured according to the complete ProofScore framework.

Click any segment
Try It Yourself

ProofScore Coverage Quality Calculator

The ProofScore Coverage Quality Index replaces AVE with a transparent, auditable quality score. Drag the sliders and see how it works. Learn more about ProofScore CQI

Presets:
Outlet Tier
National / Major Metro
Sentiment
Positive (0.7)
Message Pull-Through
80% of key messages detected
ProofScore: Coverage Quality
8.9
Excellent
Drag the sliders and see how outlet quality, sentiment, and message delivery affect your score.
Create a free account to see the full formula breakdown.
The Focus

ProofScore Lens

Same coverage data, weighted to match what matters for your campaign.

SMART Set Goals BARCELONA 7 Principles CQI Coverage Score LENS Your Focus SCORE Result Specific Measurable Achievable Relevant Time-bound Goals Outcomes Measurement Quality Beyond AVE Social Transparency Outlet Tier 35% Sentiment 35% Messages 30% YOUR STORY TYPE CAMPAIGN SCORE 8.4 Strategically Aligned

Goals in, scores out. ProofScore follows a clear pipeline from your campaign objectives through industry-standard quality scoring, then focuses the result through a lens tuned to what matters most for your client. Every weight is visible. Nothing is hidden.

10 story type presets included, or set your own weights
The Difference

AVE vs ProofScore

The same campaign. Two completely different stories.

The Old Way - Advertising Value Equivalent
$2,340,000

"Your campaign generated $2.34M in advertising value equivalent."

  • Compares editorial to advertising. They are fundamentally different.
  • A negative article still generates a high AVE. Bad coverage looks good.
  • No methodology is published. Different tools give wildly different numbers.
  • Rejected by AMEC, PRSA, CIPR, and every major industry body since 2010.
  • Your client cannot verify the number. Neither can you.
The ProofScore Way - Quality Measurement
7.8
CQI Score
82%
Positive Sentiment
2.4M
Estimated Reach
75%
Message Pull-Through
12 placements across Tier 1-3 outlets | 4 of 5 key messages detected in 75% of coverage | Average sentiment +0.64 | 3 KPIs on track, 1 at risk, 1 exceeded target
The Complete Picture

ProofScore Success Score

Four equal components. Planning matters as much as results. Click any quadrant to learn more.

Planning Quality

25% of total
85/100

How well were SMART objectives defined? Each dimension contributes equally. This is the easiest score to improve.

Execution Quality

25% of total
72/100

ProofScore completion percentage. How many of the 10 weighted criteria have been fulfilled? Rewards completeness.

Coverage Quality

25% of total
78/100

Average CQI across all coverage, scaled to 100. The right outlets, positive sentiment, strong message delivery.

Outcome Achievement

25% of total
65/100

Average KPI achievement percentage. Did you hit the targets you set? This is where goal-setting pays off.

Overall Success Score
75
Excellent (>= 70)
Aligned With

The Barcelona Principles V4.0

The global measurement standard, set by AMEC and adopted by 86+ countries. ProofScore addresses all seven. Click any principle to see how.

1
Goal Setting is Fundamental
Preparation Phase

Every campaign must start with clearly defined, measurable objectives. Without goals, measurement is meaningless.

Example: "Secure 10 Tier 1 interviews for the CEO on sustainability within 8 weeks" is measurable. "Get media coverage" is not.
SMART objective wizard with AI suggestions adapts to your campaign type.
2
Identify Outputs, Outcomes and Impact
Preparation Phase

Sending 50 pitches is an output. Changing perception is an outcome. Driving sales is impact. Distinguish all three.

Example: Output: 12 placements. Outcome: 85% positive sentiment. Impact: 40% increase in website traffic from media referrals.
Metrics automatically categorised by AMEC evaluation layer.
3
Connect to Organisational Goals
Preparation Phase

PR does not exist in a vacuum. Show HOW coverage contributed to business goals, not just that it happened.

Example: Show how articles aligned with the product launch timeline and included all three key messages the client needed communicated.
KPI preset packages by campaign type. Set targets in seconds, track automatically.
4
Qualitative and Quantitative Analysis
Implementation Phase

50 articles is not necessarily better than 5 excellent ones. Assess quality alongside volume.

Example: A national broadsheet feature with all key messages may deliver more value than 20 brief blog mentions.
AI scores every piece of coverage for sentiment, prominence, and message pull-through.
5
AVEs Are Not the Value of Communication
Measurement Phase

Advertising Value Equivalents compare editorial to advertising. PR is not advertising. AVE must go.

What replaces AVE? The ProofScore Coverage Quality Index -- outlet quality, sentiment, and message delivery combined into one auditable score. Try the calculator above.
CQI calculated automatically for every piece of coverage. Full breakdown visible inside your account.
6
Holistic Measurement Across All Channels
Measurement Phase

TV, print, online, podcasts - the methodology must be consistent so all channels can be compared fairly.

Example: 3 TV segments, 8 print articles, 15 online pieces, 2 podcast mentions - all scored with the same ProofScore framework.
Same quality framework across TV, print, online, and podcasts. AI analyses full article text.
7
Integrity and Transparency
Impact Phase

When your client asks "how did you calculate that?", you must answer clearly. No proprietary scores that cannot be audited.

Example: CQI 8.7 -- scored from a Tier 1 outlet with positive sentiment and strong message pull-through. Every component visible inside the platform.
Transparent formulas for every metric. Full breakdowns visible inside your account.
Go Deeper

Explore the Methodology

ProofScore SMART Objectives
Set goals you can prove you hit. The foundation of every ProofScore measurement.
ProofScore Coverage Quality
How outlet quality, sentiment, and message delivery combine into one auditable score.
Why ProofScore Exists
The PR industry moved beyond AVE. ProofScore is what comes next.
See It In Action

Watch a Campaign Come to Life

Step through each phase of measurement and watch the wheel fill in as each principle is addressed.

Click to start building...
The Process

The Measurement Journey

From planning to reporting, ProofScore measurement follows a natural workflow.

Phase 1 - Plan

Set Objectives and Strategy

Write campaign objectives (BP1). Define audiences (BP2). Set KPI targets (BP3). The SMART framework guides you through each dimension.

Phase 2 - Execute

Pitch, Coordinate, Deliver

Send pitches, coordinate interviews, manage availability. Every activity is logged (BP4). Each coverage item is automatically scored.

Phase 3 - Qualify

Score Quality Across Channels

CQI is calculated automatically (BP5). All channels measured with the same framework (BP6). The ProofScore wheel fills in as each principle is addressed.

Phase 4 - Report

Prove Impact with Transparency

Generate client reports with ProofScore metrics embedded. Every score shows its formula. Every number is auditable (BP7). Award entries generated from real data.

Prove Your PR Worked

ProofScore™ measurement. Transparent formulas. Auditable scores. Aligned with the Barcelona Principles V4.0. Every feature free.

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The Barcelona Principles were developed by AMEC (International Association for Measurement and Evaluation of Communication). Learn more at amecorg.com.