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Purpose The purpose of this paper is to reflect on the current state of communication evaluation and measurement (E&M) as a vital field connecting academics and practitioners in communication management. Design/methodology/approach The authors track recent developments in the field, address the ongoing struggle toward E&M standards, and propose six agenda points for the future E&M debate. Findings While the authors see an engaged, international interest community making considerable headway in important E&M issues, the conclusion is that several areas require further work: dynamics of standardization; going beyond the effectiveness-based view; internal services evaluation; addressing intervening variables; closer ties to related fields; and dissemination into the wider practice. Originality/value The paper gives a pointed reflection of the state of the field and also provides a comprehensive list of current resources for those who aim to further the E&M debate.