The volume develops a system of evaluation techniques that enables the planning, execution, and success of PR programs to be captured, assessed, and controlled. The system consists of interrelated, complementary elements: an evaluation model, a selection of appropriate methodologies, a tool for evaluating the entire PR program, and a specialized project management approach for PR evaluation. The model outlines the theoretical framework within which the capturing, assessment, and control take place. The methodology presents a selection of available options for data collection. The tool, a PR metrics system, provides the means to structure and evaluate the data. The PR project management allows for strategic planning, systematic implementation, and comprehensive documentation of the evaluation.