The participants of the public talk will discuss Barcelona Principles 3.0 and why it had to be updated. Every speaker will introduce the case from his/her practice using one of the principles. The speakers will also share the vision of setting the measureable goal as the key factor for planning and evaluation of communication, what tools should be used for communication evaluation at the moment, the ability of measurement to determine the results of the campaign and will highlight some Principles that should be paid special attention.