Final answer:
Calculating ROI in strategic communications is challenging due to the subjective nature of assessing long-term benefits and the potential for biased information. Media coverage may also lack objectivity, further complicating the measurement of ROI.
Step-by-step explanation:
Calculating return on investment (ROI) is complicated in strategic communications because it is challenging to conduct long-term need and asset assessments to plan for long-term programming and impact. This makes it difficult to determine the true financial benefits of strategic communications initiatives.
Furthermore, it is important to be cautious of claims made by individuals or companies with financial interests, as they may present biased information to create the perception of success and promise. Media coverage may also be quantitatively sloppy and lack objectivity, making it difficult to rely on it as a measure of ROI.
Overall, the complexities in measuring ROI in strategic communications stem from the subjective nature of assessing long-term benefits and the potential for biased information to influence perceptions of success.