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How to Weigh Words: The 100-Year Approach to Evaluating Communications

"Words should be weighed and not counted." -Yiddish Proverb How do you measure the impact of your communications? Especially when you're out to change society in complex ways, it can be really hard to draw a causal line between your communications and how the world is changing. In the 100-Year PR Plan, I argue that it is far more important that you understand how the world is changing than whether you specifically caused it. This requires having a precise sense of how things