ROI or Return on investment

I listened to an interesting discussion by senior communications directors at this year’s European
Circle of Communicators held in Rome –

In advance of the event participants had taken part in extensive research about trends in
communications, discussed whether PR was ‘dead’ and debated how effective we are as an industry
at supporting the needs of our organisations and clients.

What next

It is no secret that social media has turned the role of the communicator on its head. Just as the iPod did with consumers, or cloud computing has done in business technology, the emergence of Twitter, LinkedIn and other social media platforms have had a disruptive influence on the communications world.

But while a lot has been made of the role that social media plays in the communicator’s daily routine – and rightly so- there are other factors at play that will have a significant influence on how communications professionals will operate in the future.