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It is 9 a.m. on a beautiful Monday and one of these situations is facing you:
o Your new CEO asks you, “How do we know the money being spent in the communications area is doing us any good?”
o Your organization has merged with another and you are charged with determining where the strengths and weaknesses are in the combined communications programs.
o You are the chief communications officer and want to be more innovative, but must do so within the existing bud-get. How do you determine what programs go, what stay and what new programs will do the most good?
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