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Asked to Calculate ROI? Don’t Sweat it — Just ask Good Questions from the Get-go

Publication Date: 7/2005

Source: SO01 Public Relations Tactics
Product Code: 6C-070502
Organization/Author/Firm: Rockland, David B., Ph.D
Specialization(s): Research - Evaluation / Value and Return on Investment
Format: Newsletter Article (Tactics)
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It’s bound to happen. Your boss or client will ask you to calculate the return on investment (ROI) from the dollars spent on public relations. Your pulse may quicken, your brow may glisten, but you shouldn’t worry. You definitely can measure that ROI if you get the conversation right from the beginning by asking good questions.

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