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1. Goal setting and measurement are fundamental to communication and public relations.
2. Measuring communication outcomes is recommended versus only measuring outputs.
3. The effect on organizational performance can and should be measured where possible.
4. Measurement and evaluation require both qualitative and quantitative methods.
5. AVEs are not the value of communication.
6. Social media can and should be measured consistently with other media channels.
7. Measurement and evaluation should be transparent, consistent and valid.

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