Return on Mission

In this episode of Communication Breakdown, Steve Dowling and Craig Carroll explore a different way to measure the value of corporate communications, public affairs, and stakeholder engagement. Building on Dell’s use of “return on mission,” Craig applies the concept to corporate affairs and asks whether communications work makes an organization more capable of accomplishing its strategic goals. The conversation examines transaction costs, coordination costs, attention, confusion, crisis prevention, and other outcomes that traditional ROI metrics often miss. For communications leaders under pressure to demonstrate value, return on mission offers a way to connect their work directly to organizational performance.

Takeaways

• Return on mission measures whether corporate affairs makes an organization more capable of accomplishing its strategy, goals, and obligations.
• Measures such as media impressions and share of voice capture attention, but they do not necessarily show whether communications helped the organization accomplish its objectives.
• Prevention can be a legitimate outcome when communicators identify a credible risk, intervene before escalation, and document how their actions changed the trajectory.

Topics Mentioned
return on mission, return on investment, corporate affairs measurement, public relations measurement, public affairs, stakeholder engagement, attention economy, non-market strategy, transaction costs, coordination costs, delay costs, attention costs, crisis communications, contradiction costs, confusion costs, strategic allocation of attention, executive attention, prevention as an outcome, corporate agency, after-action reviews, communications measurement, leading indicators, lagging indicators, stakeholder relationships, organizational friction, communications effectiveness

Companies Mentioned
Dell, Google

Episode Hashtags
#Dell #Google #ReturnOnMission #CorporateCommunications #CorporateAffairs #PublicRelations #PublicAffairs #CommunicationsStrategy #CommunicationsMeasurement #ReputationManagement #StakeholderEngagement #CrisisCommunications #ExecutiveCommunication #StrategicCommunications #OrganizationalPerformance #Leadership #ReputationStrategy #ShawnPNeal #AdvoCast #OCRNetwork

Communication Breakdown is a production of the Observatory on Corporate Reputation.
Hosted by Craig Carroll and Steve Dowling.
Produced in partnership with Advocast Leadership Advisory and Shawn P Neal.

For questions, feedback, or episode suggestions, reach out at podcasts@ocrnetwork.com