system and agreed or automatic conversion takes place to give the result scores at each stage scores may be displayed numerically and or graphically and will be associated with textual elucidation applications such as that outlined above can be embodied in a variety of workflow processes and information systems for example initial discussions or planning might be purely verbal or a writing surface such as paper or pre printed notes to capture proposed scores either as numbers or graphically alternatively users might interface with a standard spreadsheet however at some convenient point the data can be entered into software designed to support the standard operational procedure once captured normal it applications are available for example data cannot only be stored but also distributed for example to sales people as sales calls objectives to advertising or other agencies as marketing communication briefs or to other staff and managers the minimum data required to implement the application is a score against each of the five dimensions additional data typically captured against each communication project in addition to any other data the users wish to capture would be verbal description of the objectives i e an elucidation of the plan scores a verbal reason for this a numerical or quantitative objective or several weighted objectives.