Krista Moats — Founder & Strategic Communications Leader
Krista is the founder of the framework supporting Purple Duck Strategy Studio.
As the person responsible for ensuring critical IT messages were received by students and staff at Notre Dame, she created AAURI™, a five‑step, evidence‑based process that gets people to see, understand and digest important information.
Down with the “Deliverable without Direction”
AAURI’s core objective is to keep communicatiors locked on work that actually moves the needle. Every tactic traces back to a clear purpose, measurable impact, and a single statement of “why.”
Before Notre Dame, Krista logged more than fourteen years across TV news promotion (yes, writing/shooting/editing under tight deadlines), ad agency leadership (more tight deadlines, just not as tight as news), and corporate marketing.
At Pathfinders Advertising she led influencer and social programs for national brands, pairing data discipline with creative direction and sharpening her focus on audience retention, engagement, and storytelling. This was where she was able to fine-tune her reporting skills and learn how every move you make changes the message efficacy.
All of her experience taught her the importance of learning your audience and speaking directly to them. In news, she learned how to get to the point—extremely fast. In influencer marketing, she learned the importance of an authentic audience that actually listens and takes action when spoken to. At Notre Dame, she saw the big picture, pulled it all together, and created AAURI™.