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].
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.