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- W2024071763 abstract "This paper discusses a strategic approach to the measurement of public relations results — the Ketchum Effectiveness Yardstick concept — developed by the author as a planning tool that organisations can use to measure and evaluate the overall impact of their various communications programmes and activities." @default.
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- W2024071763 date "1998-03-01" @default.
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- W2024071763 title "Only PR outcomes count — That is the real bottom line" @default.
- W2024071763 doi "https://doi.org/10.1108/eb023485" @default.
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