ProofScore™: Goal Setting

If You Cannot Measure It,
You Cannot Prove It

ProofScore starts with SMART objectives -- measurable goals set before you pitch, publish, or report. No goals, no proof.

Rate This Objective

Can you spot a strong PR objective? Rate each SMART dimension, then see how your assessment compares to ours.

Does this objective meet each dimension?
dimensions matched correctly

Now you know what to look for. Keep scrolling to see the SMART framework in detail, or jump straight to building your first campaign.

The five dimensions of a SMART objective

Every objective is scored across five dimensions. The stronger the objective, the easier it is to measure - and the easier it is to prove your campaign worked.

S
Specific

What exactly will be achieved? Name the target audience, channel, message, or outcome. "Increase media coverage" is vague. "Secure 8 placements in national broadsheets" is specific.

Ask: Could two people read this and picture the same outcome?
M
Measurable

How will you know you achieved it? Define a number, percentage, or threshold. If you cannot put a number on it, you cannot prove it.

Ask: What number will I put in the report?
A
Achievable

Is this realistic given your resources, budget, and timeline? Stretch goals are fine. Impossible targets undermine credibility.

Ask: Have we done anything close to this before?
R
Relevant

Does this objective connect to the client's business goals? Media coverage for its own sake is not relevant. Coverage that drives brand awareness in a target market is.

Ask: Would the CMO care about this number?
T
Time-bound

When will this be achieved by? A deadline creates accountability. "Within 6 weeks of launch" is time-bound. "Eventually" is not.

Ask: When do we check if we hit it?

Good objectives vs bad objectives

The difference between a campaign you can prove worked and one you cannot. Click through to see more.

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Starter objectives by campaign type

Not sure where to start? ProofScore™ includes pre-built objective templates for common campaign types. Click a card to see a pro tip.

Product Launch
15+ media placements in Tier 1-2 outlets
80% message pull-through on key features
75% positive sentiment across coverage
500,000+ estimated coverage views
Set separate targets for launch week vs the full campaign period. Early momentum matters most for product launches.
Crisis Response
Company response in 80% of articles
Neutral or positive sentiment in 60%
Coverage volume decline within 5 days
Crisis objectives should be measured in hours, not weeks. Track the sentiment curve and response inclusion rate across the first 72 hours.
Thought Leadership
6+ CEO/expert bylines or interviews
Tier 1 trade publication placements
All key messages in 70%+ of coverage
5%+ social engagement rate
Thought leadership campaigns take time to build. Set quarterly milestones rather than a single end-date target.
Brand Awareness
20+ placements across target markets
80% positive sentiment
Brand name in headline 50%+ of coverage
1M+ estimated coverage views
Add a geographic split to your targets. "20 placements" is more useful as "12 in AU + 8 in UK" for multi-market campaigns.
Event / Launch PR
10+ confirmed media attendees at event
Coverage published within 48 hours of event
3+ broadcast or video segments
Event hashtag trending in target market
Split objectives into pre-event (RSVPs, preview coverage), day-of (social buzz, live coverage), and post-event (wrap-up features, photo syndication).
Reputation Building
90%+ positive or neutral sentiment
Monthly share of voice growth vs competitors
5+ third-party endorsements or expert quotes
Key spokesperson quoted in 60%+ of coverage
Reputation is a long game. Track month-on-month sentiment trends rather than single snapshots, and benchmark against your top 3 competitors.

How SMART connects to ProofScore

SMART objectives are not just planning documents. In ProofScore, they feed directly into measurement. The goals you set become the targets your campaign is scored against.

Plan
Write SMART objectives. AI suggests starting points based on campaign type.
Measure
KPI scorecards track actuals against targets automatically as coverage arrives.
Prove
Success Score compares planned objectives to actual results. One number, fully auditable.

Learn more about ProofScore   |   ProofScore Coverage Quality

Set goals you can prove you hit

ProofScore includes AI-assisted SMART objective writing, pre-built templates by campaign type, and automatic progress tracking. Try it free.

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