It is increasingly acknowledged that the evaluation of public relations programmes requires a mix of techniques. A set of mutually consistent methodologies needs to be developed, from which practitioners can choose according to the circumstances. Public Relations evaluation, in fact, requires a more sophisticated analysis. As Cutlip et al. note “The most common error in programme evaluation is substituting measures from one level for those at another level”. The challenge is to establish and define the range of tools that will form the public relations professional’s future evaluation toolkit. Quantitative and qualitative methods should be used in combination and provide valuable insights into PR results. Public relations practitioners need to adopt a progressive, consecutive approach to measurement and evaluation and develop the necessary skills for collecting data and conducting appropriate research. Standardizing evaluation methods remains a problematic issue in the industry, mainly due to the inability of PR practitioners and scholars to reach to an agreement on how it could be effectively applied. Evaluation is and will continue to be a “hot topic” in public relations theory and practice, until generally accepted ways are found to finally provide evidence of PR’s contribution to results.