What Are You Even Doing?
Why PR Campaigns Without Measurable Objectives Are Like Running a Marathon With No Finish Line
A few weeks ago, I had the honor of judging six PR campaigns for a public relations organization. Don’t get me wrong, I love doing this. I love reading well-thought-out, strategic, creative campaigns. It’s like handing me crème brûlée with extra brûlée. But this year, something jumped off the page and not in a good way.
Out of six campaigns, only one included measurable objectives. One.
Running a PR campaign without measurable objectives is like signing up for a marathon without ever checking the race’s route. Yes, you can eventually cover 26.2 miles. But if it takes you two months and a few new pair of shoes, did you really run a marathon? Or did you just wander aimlessly with a good Fitbit story?
Now, imagine you are running your first marathon. A clear objective might be to simply cross the finish line. Your measurement? Doing it on the same day as everyone else. Without an objective and a way to measure success, odds are you’ll be out there jogging in circles, wondering if you’re even in the right city.
The same logic applies to PR. If you don’t define where you’re going and how you’ll know you’ve arrived, you’re just running in circles. And no one gives awards or budget increases for that.
The Danger of “Vibes-Only” PR Campaigns
PR campaigns without measurable objectives are basically just expensive guesswork with pretty graphics. You wouldn’t invest thousands of dollars into a business initiative with no clear outcomes, so why do it with your communications strategy? Spoiler alert: “We want more buzz” or “We’d like people to know us better” are not objectives. They’re vibes.
At TrizCom PR, we live and breathe strategy because our clients expect results. And results require one pesky little thing: a plan built around SMART objectives.
What Are SMART Objectives?
I promise this isn't a rabbit hole of corporate jargon. SMART stands for:
Specific – What exactly are you trying to achieve?
Measurable – Can you track your progress with numbers or data?
Achievable – Is this realistic, or are we dreaming in unicorns?
Realistic – Does this actually make sense for your business and resources?
Time-bound – When will you know if you’ve succeeded?
Let me give you two versions of a PR objective to illustrate the difference:
Vibes-Only Version:
“We want to increase awareness.”
SMART Version:
“Secure five earned media placements in healthcare trade publications by Q3 that position our CEO as an expert on healthcare innovation.”
See the difference? One has a finish line. The other has… hope.
Why Measurable Objectives Are Non-Negotiable
Measurable objectives are not just a best practice, they are your PR campaign’s GPS. Without them, how do you:
Track progress?
Prove value to your stakeholders?
Optimize tactics when something isn’t working?
Celebrate the wins (with actual numbers, not “feelings”)?
And let me tell you, clients are not renewing retainers or upping budgets because the campaign felt good. They want to know the facts. Did sales go up after that story hit? Did website traffic spike? Are they seeing more referral traffic? Did that article drive qualified leads or actual conversions? They want cold hard data that proves PR is doing what it’s supposed to do... delivering real business results.
But Jo, PR Isn’t Always Quantifiable…
True. We’re not selling widgets here. But that doesn’t mean you get a hall pass on measurement. At TrizCom PR, we’re the first to admit that PR isn’t all about easy ROI. But that’s exactly why setting measurable objectives upfront matters. It forces alignment with business outcomes, whether that’s:
Increasing qualified website traffic by X% after media coverage or campaigns.
Boosting social media engagement by X%, including shares, comments and follower growth.
Securing X media hits in high-impact outlets, driving brand visibility and credibility.
Generating X speaking opportunities, leading to thought leadership and lead generation.
If you can’t measure success, you can’t manage it. Period.
The Hard Truth. The Judges (and Clients) Notice
Here’s what struck me, judging those PR entries, the one campaign with clear, measurable objectives didn’t just stand out, it was the only one that scored high.
Why? Because the team could draw a straight line from their strategy to their outcomes. They didn’t just say, “We raised awareness.” They showed the metrics, explained the tactics and proved the impact. And let me tell you, that’s as close to PR gold as it gets.
The Bottom Line
Whether you’re entering an award competition, pitching your campaign to the C-suite, or just trying to avoid the dreaded “What are you even doing?” question from your client, measurable objectives are your lifeline.
So next time you start planning a PR campaign, remember wandering 26.2 miles isn’t a marathon. And “raising awareness” without specifics isn’t a communications strategy.
Set SMART objectives. Measure them. Celebrate when you hit them. Then, maybe, buy yourself some crème brûlée. You’ve earned it.
Want to make your next PR campaign more than just vibes? Let’s talk strategy: jo@trizcom.com.
Until the next time someone calls ‘buzz’ a strategy,
Jo
Everyone has a story. Let TrizCom PR tell yours!
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.