The Importance of Soft Successes – When Outcomes Don’t Meet the Objectives
Posted by admincarolyn on Jul. 23, 2026 / Blog / Subscribe 0
As public relations professionals, we use Research-Planning-Implementation-Evaluation (RPIE) as a framework for effective campaigns. We write Specific-Measurable-Achievable-Relevant-Timebound (SMART) objectives. We create campaigns and tactics to change behavior, deliver a message, engage the target audience or create an experience for people to enjoy and reminisce about days later.
Except, as Dr. Seuss says in his famous book “Oh the Places You’ll Go,”
“When you don’t,
“Because, sometimes, you won’t.”
What happens when your outcome didn’t meet your objective?
First, take a minute (60 seconds, tops) to feel bad if you put forth your very best effort and it wasn’t what you hoped for.
Life happens, especially in the case of special events – in Las Vegas, the weather can be too hot, too windy or even too cold for desert dwellers. Traffic and parking issues. A last-minute high-profile visitor or event whose presence captures all the media attention. A date you knew wasn’t ideal but couldn’t be changed. Those who planned to attend and then had health issues, a family death, a cancelled sitter, someone who needed their help, a conflicting event or simply not up to the occasion.
Next, it’s time to identify and celebrate the Soft Successes – perfectly executed activities that led to meaningful interactions: networking opportunities, new skills or business lessons learned, or information shared to improve someone’s life. Vendors or guests who shared what a wonderful time they had. Photos or videos of people celebrating your event. Your personal memories.
Some of our local PR pros share their Soft Successes (listed alphabetical order)
Bridgette Menist, PR Account Manager, The Abbi Agency
As PR practitioners, we’ve been wired to think success is measured by the amount of media attendance or the number of placements that come out of an activation, campaign or event. In reality, as newsrooms continue to shrink and social media and creator partnerships continue to reshape the communications landscape, earned media coverage is increasingly outside of our control. That can be a difficult conversation to have with clients and colleagues, especially when they believe their announcement is guaranteed to make headlines. And then something like the president coming to town naturally pulls every camera lens and reporter in the market.
While there have been several events I’ve helped plan and execute where the media turnout wasn’t what we had hoped for or anticipated, I’ve learned those moments aren’t failures. And in the same vein as Gretchen’s message (see below), if we can make a meaningful impression on even one attendee, that in itself is worth celebrating. Rather than focusing on who didn’t show up, we get creative and take ownership of what comes next by packaging the event into a thoughtful media kit with strong photography, key highlights, and mock interviews that can be shared with journalists who couldn't attend. More often than not, those follow-up efforts spark conversations, build relationships and generate coverage down the line that never would have happened otherwise. The media presence and one-on-one interview may have been part of the original objective, but the lasting success came from creating momentum long after the event ended.
Gretchen Papez, APR, Director of PR & Media, The Valley Health System
I created a Cancer Resource Fair for one of my hospitals. Great support and participation by hospital departments and 20+ vendors, a skin cancer screening and an advertising budget to supplement my PR efforts. The attendance didn’t reach my objective but the feedback bolstered my spirits. The attendees had peace of mind from the skin cancer screenings and/or appreciation for cancer-related resources they weren’t aware existed, while the vendors shared they had in-depth conversations with attendees instead of the “grab-and-go of giveaways,” all of which helped me feel better about the attendance outcomes.
Solveig Raftery, President and CEO, The Firm Public Relations & Marketing
One of the most valuable lessons I've learned came from a campaign that, on paper, was an overwhelming success for a national brand. Our west coast region client wanted extensive media coverage and we delivered beyond expectations securing a volume of earned media that far exceeded our goals. What we did not fully appreciate was that another key stakeholder, the client’s corporate communications director, had a different vision for the pace and volume of publicity. While our west coast region contact was thrilled, corporate asked us to slow down and ultimately our agreement was not renewed.
It was a tough outcome but it changed how we approach every engagement. Today we make sure to understand the objectives, expectations and definitions of success for every stakeholder involved, not just our day-to-day contact. The experience reinforced that in public relations, success isn’t measured solely by media results; it’s measured by strategic alignment, communication and ensuring everyone shares the same vision of what winning looks like.
In conclusion, Soft Successes showcase meaningful results that occurred despite not achieving a specific objective. All this information gives PR pros an opportunity to celebrate/ recalculate/recalibrate/reformulate and move forward with revised campaigns and tactics.
What are your Soft Successes?
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