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 measurement of multiple metrics.
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 activites like brand and the use of influence and influencers can also be
definitively measured using an integrated measurement ‘stack’.