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“we examined return on investment for communication expenditures for “most-excellent” and “least-excellent” programs. 6 In the survey, CEOs were asked to estimate benefits that their organizations received from the dollars or pounds invested in communication. If the CEO said the organization received one dollar back for each dollar spent on communication, then communication benefits were even with costs. If two dollars in benefits were received for each communication dollar spent, then communication provided the organization with a positive return on investment. The CEO's evaluation of return on investment is, admittedly, subjective. But consider this: The CEO's judgments about costs and benefits are the very judgments that will determine if your budget and staff increase or decrease next year! Further, no other manager in the organization has the same vantage point as the CEO. The average return on investment from the CEOs in organizations with most-excellent communication programs was $2.66 for every dollar invested in communication. In contrast, CEOs of organizations with least-excellent communication programs reported only a $1.46 average return on investment for each dollar spent on communication. CEOs with most-excellent communication programs—as defined by the Excellence Study and as isolated in the Excellence Factor—see greater return on investment for communication expenditures than do CEOs with least-excellent programs.”

David M. Dozier, Manager's Guide to Excellence in Public Relations and Communication Management
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