You must design creative strategies and tactics that will cause the target public to choose to perceive your messages, choose to retain them and choose to act upon them. A big idea is a creative, overarching strategy and message that appeals to all publics you will target. Describe your big idea in one sentence. Then include a bullet for each of these three components: Here are a few tools to help you The following are five suggested questions to ask yourself when working on your big idea:
