Speaker Bio: Angela Sinickas

Angela Sinickas, ABC
Owner
Sinickas Communications

Session 7 (Saturday, 9:45 a.m. -10:45 a.m.)
Calculating the ROI on Your Communications

Measuring the effectiveness of communication isn’t enough anymore. Senior management is asking for more direct correlation of the money spent on communication with the business outcomes resulting from it—how it increases revenue or reduces expenses. This session will show many examples of how other organizations have calculated the return on investment (ROI) for both internal and external communication—including government entities.

In this session, you will learn how to:

• Plan communication in a way that it ties to behavior change,
• Demonstrate a linear connection between your communication activities and the resulting behavior change,
• Translate behavior change into dollars,
• Take the appropriate amount of credit for the behavior change using either pilot studies or survey questions, and
• Calculate a return on investment based on the credit you can take vs. the cost of the communication.

About Angela Sinickas, ABC:
She is an IABC Fellow, is president of Sinickas Communications, Inc., an international consulting firm that helps organizations plan and measure successful communication, including 23 percent of Forbes’ Global 100 largest corporations. She is the author of the manual How to Measure Your Communication Programs and more than 130 professional articles. She has conducted presentations in 26 countries and has earned 17 international communication awards. She teaches an online graduate course in communication assessment for Northeastern University.