This document discusses evaluating PR and communications campaigns and defining success. It emphasizes that goals should be set at the beginning and measurement should be linked to those overall goals. Both qualitative and quantitative methods are needed to fully evaluate the effects on organizational performance where possible. The document also lists the Barcelona Principles for measuring communication outcomes which recommend measuring communication outcomes rather than just outputs and that AVEs do not equal the full value of communications. It concludes by mentioning an upcoming event on getting charity stories in the news.