Beyond Return on Investment: Managing Communication Systems as Business Assets
http://www.iabc.com/cwb/archive/2006/0906/Gayeski.htm

Gayeski, Diane
Communication World Bulletin
2006

Abstract:

As communicators, we are increasingly under the gun to demonstrate the return on investment for our work. But using ROI formulas that attempt to pin down hard financial gains may actually reduce our potential credibility and influence. There's a new language and strategy for communicators that can help us move from being messengers to managers of corporate assets.