All PR needs AIDA ...

AIDA is an acronym for Attention, Interest, Desire, Action ... every promotional activity should have these four elements. (Of course, there are exceptions to every rule!) ...

  1. Does it grab viewer/reader/listener attention?
  2. Does it hold viewer/reader/listener interest?
  3. Does it develop viewer/reader/listener desire to do something?
  4. Does it provide a clear path to action by the viewer/reader/listener?
(Note: a business plan or executive summary or proposal is a form of advertising ... it is intended to "sell" the reader on the viability of the concept.)