Picture yourself picking up a newspaper or a magazine. Listening to the news headlines on TV or radio, or even visiting a website… What do you do? You listen to the headlines (titles) and the introduction (intro) and read further or listen more only if an issue grabs your attention. If the story about to unfold sounds interesting to you. People read what grabs their attention, what interests them, is to their benefit, a story they feel will improve their lives, an issue that may impact their work or private life, and so on.

Having this principle in mind, you should adapt your communication with the outer world in a way that creates interest, be it a press release, a publication, a feature story or an interview, but also in the way you orally present your project.