Resumen
Although the evaluation is not a new chapter of the communication plan, generated by the economic crisis, but a compulsory one, irrespective of the external environment, we are seeing an increased pressure in this regard. The "client" - the one who runs a campaign - now wishes, more than ever, to know what impact the money has been on. Although the PR world is a complex one, which is generally based on purely creative concepts, in the evaluation the "client" wishes to simplify to the fullest extent of all syllogisms and, finally, a clear answer to one question: what impact did the sum have invested in communication activities?