What is the first step in measuring ROI for a communication initiative?

The first step in measuring ROI for a communication initiative is to review your objectives. This is crucial because the objectives outline what the initiative aims to achieve and provide a framework for what success looks like. By establishing clear objectives, organizations can set specific metrics and criteria that will later inform how the effectiveness of the communication initiative is assessed. Without a clear understanding of these objectives, it would be challenging to identify relevant measurements or to track the statistics effectively, as the focus and purpose of the initiative would remain ambiguous. This foundational step ensures that the evaluation process aligns with the intended goals of the communication effort, enabling a more accurate assessment of performance and return on investment.