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Getting Senior Management Buy-in for PR Return on Investment

Publication Date: 2003, Fall

Source: SO02 Public Relations Strategist
Product Code: 6K-0303IIII
Organization/Author/Firm: Richter, Lisa / Steen, Robert
Specialization(s): Research - Evaluation / Value and Return on Investment
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It sounds simple. What executive would not want to have metrics that establish the value of a potentially expensive PR program? After all, being able to assess the return on investment (ROI) of any corporate program is a responsible, even mandatory, objective for an effective manager.

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