Hard Measures are Key to Gauging the Effectiveness of Communication on the Bottom Line
http://www.iabc.com/cwb/archive/2003/1003/effectiveness.htm

Vogt, Peter
Communication World Bulletin
2003

Abstract:

In conducting its landmark 2003 Communication ROI Study, which focuses on the relationship between an organization's internal communication strategy and practices and its shareholder returns, Watson Wyatt made some surprising findings regarding the relationship between effective external and internal communication.