A Framework for Influence-Driven Communication

AAURI™ is a strategic communication framework developed by Krista Moats, designed to help individuals and organizations create content that doesn't just inform—it influences. Whether you're planning a large-scale campaign, designing a one-off deliverable, or leading internal communications, AAURI helps you craft messages that connect emotionally, land clearly, and drive behavioral or perceptual change.

What Does AAURI Stand For?

  • A – Audience Understand who you're trying to reach and what they care about.

  • A – Attention Identify where your audience's attention already is, and earn it.

  • U – Understand Choose the format and structure that help your audience grasp your message quickly.

  • R – Remember Use repetition, timing, and placement to make your message stick.

  • I – Influence Define the behavior, belief, or mindset you want to shape and build your message around it.

What Makes AAURI Different

  • Influence Comes First: Before you create, you define the desired behavior or belief shift.

  • Audience is Central: AAURI forces empathy by asking, "What matters to them?"

  • Emotion is Strategic: It's not just about clarity—it's about resonance.

  • Scalable and Flexible: AAURI works for a full campaign or a single email.

  • Iterative by Nature: It’s a cycle, not a checklist. You revisit parts as you learn more.

Who Is AAURI For?

  • Internal communications teams

  • Marketing and brand strategists

  • Higher ed and nonprofit communicators

  • Corporate marketing & communications teams

  • Anyone trying to influence behavior, inspire an action, or change a perspective

Why AAURI Was Created

AAURI was created to shift the focus from "What should we say?" to "What do we want our audience to feel, remember, and do?"

Learn More or Try It Out

More content and resources explaining the framework and methods within AAURI will be released soon. Can’t wait to see how AAURI works? Reach out to Krista to schedule a talk, presentation or workshop. You’ll walk away with a message that matters.

AAURI™ is intellectual property of Krista Moats.

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