Communications ROI is too expensive so why bother?

This video posits perhaps the most unusual answer to the question of how to you measure ROI on your communications efforts.

The question posed in this scripted-conversation video clip from Ragan is: "Can the ROI of Communications Be Measured?"

The answer that is returned seems to be "yes, but it's too expensive so why bother." It goes on to say that if you have a communicator who can express himself well to an executive, then the statistics, true or not, just don't matter.