One of the challenges that businesses face when looking to maximize the effectiveness of their strategic communications is an abundance of supposedly brilliant ideas, generated both internally and externally. These flashes of brilliance purport to harness this, leverage that, and focus on the other, all on a skateboard while vogueing in a silver catsuit. In reality, most are of marginal true communications value. We have come up with a methodology for a simple assessment which could save money and time (usually our time….)…… (SK).