System of Measurement

These are strategic impact metrics that allow practitioners to measure the outcome of each discipline and enable them to be translated in to business impact.

Measuring the effectiveness of a communications strategy requires the outcomes of each discipline to be quantified in terms of progress and ultimate impact. The success of a communications strategy relies on a specific data point and impact is a compound of multiple metrics as part of an integrated system of measurement.

The ultimate aim of public relations is actionable relationships [aR] - relationships that are useful for marketing purposes. Marketing success is measured by compelling commercially-valuable actions [cvA]. Awareness is a metric of publicity, but unless it is strategic it serves no clear purpose other than awareness itself. Media - paid, earned, owned or shared - has to be quantifiable in terms of business impact - measured commercially-valuable media coverage.

Other strategic communications activities like brand and the use of influence and influencers can also be definitively measured using an integrated measurement ‘stack' and system of measurement.