Don’t Be Scared: Having The ROI Conversation With Clients

Publication Date: 7/2006

Source: SO01 Public Relations Tactics
Product Code: 6C-060709
Organization/Author/Firm: Joanne Puckett and David B. Rockland, Ph.D
Specialization(s): Research - Evaluation / Value and Return on Investment
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Talking about return on investment, or ROI, with your boss, agency, staff or client can feel like a cross-examination no matter which side of the table you’re on. However, it’s necessary to understand what ROI means to develop and introduce a measurement plan for your program. Here’s how to be primed for the conversation, whether the person you are talking to is new to ROI or a measurement guru.

Article includes key messages to get across about ROI, as well as answers to questions clients frequently ask