In this chair you are looking to emphasize the mechanisms that enable the Public Relations manager to keep track of the implementation of the strategies, to introduce corrective measures and to provide data on the outputs and outcomes of the campaigns. It is also emphasized here also in a clear way how communication management is fundamental to the management of relationships. From the conceptual point of view, the chair is part of a solid distinction between strategies, tactics and actions, emphasizing the importance of a "culture of objectives". Students are also sensitized to the need for effective reporting and tailored to the specific business of the organization and the needs of the strategists. From strategies to tactician: relevant concepts to understand and balize the role of the manager; the role of the external Gestor (outsourcing consultant via Agency or freelancer). Methodologies for monitoring the implementation of campaigns: pre-tests and tactical tests; Balanced Score Card; Board tableau; evolutionary frameworks; communication committees; evaluation and Reporting.