TOP TIP: Calculating ROI

This article was originally published in Internal Communication Measurement, Melcrum Special Report 2004. Melcrum Publishing Limited, London, UK (2004).

Calculating a return on investment (ROI) for something as intangible as internal communication has long been considered nearly impossible. But the trick to calculating ROI is to focus on small elements of our communications that are directly targeted at changing some measurable behavior.

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