So you are done with your campaign or project, how do we find out if we succeeded or not? With PR is is more difficult to nail down a measurable ROI, so we turn to evaluating the outcomes. RIO stands for “return on investment,” with business it is easy to find a financial value that can stand for the profit vs investment value. Measuring success in PR is a little bit of a grey area. It could be social media increase, website traffic, or message consumption. This doesn’t necessarily constitute ROI. This is when evaluation jumps in.