A Framework for Influence-Driven Content
Guided by Behavior
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.
AAURI was created to shift the focus from "What should we say?" to "What do we want our audience to feel, remember, and do?"
✅ Who Is AAURI For?
Teams who take responsibility for what happens after the message is read
Organizations who treat communication as infrastructure, not decoration
Behavior-focused marketer
Brand leaders who design alignment that sticks
Comms pros who are tired of content that goes nowhere
Change managers who need a message to move people
PMs who need communication embedded in delivery
❌ Who Isn’t AAURI For?
People who just need to “get the word out”
Campaigns chasing awareness with no behavior attached
Creatives who care more about vibe than outcome
Leaders who treat communication as a one-off blast
Teams who don’t want to segment their audience
Projects where “send it out” is the final step
Anyone happy to do whatever their c-suite says blindly and without questioning what difference it will actually make or what their goals are… (hahahaha sour, I know)
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.
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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