For corporate communications (comms) professionals, demonstrating the return on investment (ROI) of their efforts has always been a challenge. This is especially true during economic downturns when communication activities are often seen as expendable. Traditionally, measuring the impact of comms relied on outdated methods like Advertising Value Equivalency (AVE), which doesn’t accurately reflect the true value proposition. This disconnect between comms and business outcomes can create tension. A 2023 Global Comms Report revealed that 61%...