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Chapter 6. Growing Mushrooms: The Art of... > Red Flag 1: A Press Release That Bur...

Red Flag 1: A Press Release That Buries the Net Earnings Figure

The public relations folks, executives, and lawyers don’t just bury the net earnings figure accidentally. Understand that they are deliberately trying to draw your attention away from one of the numbers that is harder to manipulate. Often, when the net figures are hidden, they will show a loss or a decline in profit. See Chapter 14 for the Qwest example in 2001.


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