Things to consider in telling your story

Author name
Michael Melling

It’s no secret that the way people get their news & information has changed drastically over the last few years.


By 2026, half of Canadians won’t have TV subscriptions according to a report done this year by Convergence Research. The 2023 Reuters Digital News Report found that only 11% of Canadians pay for online news, and only 37% of English Canadians trust most news, which is down by a third in 7 years.


As patterns continue to shift, individuals and organizations with a story to tell need to start going directly to audiences to get their point across. They need to tell their own stories, or they won’t be heard.


There are a couple of things to consider when looking at how best to do this:

  • What’s the best format to connect with people and build trust? There’s a lot to be said for the speed and simplicity of written content, but video and audio can lead to super rich storytelling. Pictures and sound can do amazing things.
  • How do you tell your story like “a story”? There’s a big difference between distributing information and telling an actual story that motivates and engages your audience.
  • How can you distribute your stories to get to your stakeholders? Social media, your website, emails, the options are many.
  • What systems and infrastructure are you putting into place? Execution is everything. It’s vital to determine the optimal way for your organization to deliver in a fast, and cost-effective way with the right technology and solutions.
  • What skills do you need, and where can you get them? Can your internal team learn how to do this, and if so, who can train them? Does it make sense to get some components from an external team?


Taking control of telling your own story is exciting. You can ensure it’s delivered with context and with care. If done right, your storytelling strategy will fit perfectly with your overall organizational strategy getting your message across, building connections with your team, and trust with your stakeholders.

Three red flags you're not ready for that news interview or big presentation

By Michael Melling • July 6, 2026
Common issues ahead of important communication opportunities:  1. You don’t have a clear key message If someone asks you: “What’s the one thing you want listeners to remember?” and you can’t answer in 15-30 seconds, you’re not ready. 2. You’ve memorized talking points, but can’t explain them naturally If you’re focused on memorizing scripts and key phrases, you’re more likely to struggle if you forget or get taken off track. You need the confidence to trust yourself in the conversation. 3. You don’t have a strategy for responding to tough questions If you’re planning to wing it, that’s a problem. You need to anticipate the tough questions and practice bridging to your key message – naturally and authentically. Strategy and structure are key building blocks of confidence going into any important communication opportunity. You must know the point you want to get across, know how to keep on track, and have the confidence to respond authentically in the moment.
Preparing for an interview | Michael Melling

Three often overlooked steps in preparing for a media interview

By Michael Melling • June 29, 2026
Preparing for an interview | Michael Melling

Three signs it's time to bring in an outside media & key message trainer

By Michael Melling • June 22, 2026
Signs you should be investing in training and coaching before there’s a problem:  1. Your leaders are becoming more visible If leaders are starting to do more interviews, podcasts, team town halls, or conference appearances, the stakes increase. A media trainer can help them communicate clearly, stay on message, and handle difficult questions effectively. 2. You're entering a high-stakes moment Product launches, mergers, major announcements, regulatory scrutiny, crises, layoffs, or rapid growth often attract media and internal attention. It's easier to prepare before the spotlight arrives than to learn under pressure. 3. Interviews and communication opportunities aren't producing the results you want If leaders ramble, get quoted out of context, struggle with tough questions, or fail to communicate key messages, outside coaching can identify blind spots and support leaders in becoming better communicators. In hiring a media and key message trainer, many organizations wait until there's a problem. The strongest communicators often receive training before they need it, so they're prepared when a major opportunity—or challenge—appears. Communication training is leadership training.