In almost every European country, public relations has been a fast-growing industry, considered a vital part of the marketing mix, and the area where the most radical marketing developments are to be seen. For all this, however, PR is still often criticized for its apparent lack of hard criteria, and appears to many as a rather nebulous activity on the fringes of "hard" marketing. It lacks the systems of evaluation crucial to the more "scientific" and quantifiable areas with which it is complimentary. An awareness of this potential flaw has led to the rapid development of various methods of PR evaluation, based around the nature, scope and style of press coverage that a campaign achieves. This text is a survey of applications, techniques and advantages. It explains why PR must be properly evaluated, the complete range of systems currently in use, the "impact ratios" of different types of press coverage, how they are measured and the back-up and resource services on offer.