Since reputation is one of the most important assets of any organization, it is important to measure and evaluate any changes in organizational reputation. Over the years different approaches were proposed for reputation measurement, such as Fortune’s ranking of reputation, reputation quotient, and RepTrak. However, these measures failed to take into account the diversity of publics the organizations have and the fact that different publics have different demands and expectations for the organizations. As a result, a new approach, relational reputation ranking (RRR), focuses specifically on a variety of different organizational publics and their diverse relationships with the organization. RRR, first, identifies key publics and their effects on the overall reputation; and, second establishes reputational measures specific for each public. In reputation management, it is also important to measure the return from the specific reputation-building activities and campaigns – such measures must integrate a variety of effects the campaign can produce on a variety of levels from communication outputs to business results as stated in the Barcelona principles. It is also important to build logical connections between all these effects. Such an approach to campaign evaluation is called levels of evaluation as it proposes to measure the results at different levels such as media, target audience, and organization.