Return on Investment in Public Relations: A critique of concepts used by practitioners from the perspectives of communication and management sciences

Article English OPEN
Watson, Tom; Zerfass, Ansgar;
(2011)
  • Subject: ccms

Return on Investment (ROI) is a term commonly and non-specifically used by public relations practitioners when discussing the value to be created from communication activities. It mimics business language, particularly from business administration and financial manageme... View more
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