2006 – Increasingly, communications managers are being held responsible for the ROI of their resources and the efficiency of their programs. If they are to be accountable, they need to manage the what and the how of measurement through a total performance measurement framework. This article is reprinted from Strategic Communication Management.

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Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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