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.

Style Contrast - Learning from two different leaders

By Michael Melling • September 15, 2026
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Who do you trust?

By Michael Melling • September 15, 2026
Two new reports highlight the latest Canadian media trust scores Two recent reports paint different pictures of the level of trust Canadians place in the news media. Pollara’s 4 th annual “Trust in Media” study says 51% of Canadians tend to trust the media, which is higher than the previous years they’ve done the study – 44% in 2002 and 47% in 1992. Trust levels are highest among seniors, as well as Liberal and NDP voters. Compare this to the 2026 Reuters Institute’s research report that finds only 37% of Canadians have trust in the news overall compared to 55% in 2016. It also found that just 12% of Canadians pay for news online, and that social media and news websites have overtaken traditional news sources. So, what does this mean for your organization? It’s about ensuring you’re trusted, even if the platform you find yourself on isn’t. Talk about trust in media is nothing new, and it’s clear that levels of trust vary depending on the audience. It’s about coaching your leaders to go beyond message control, and to communicate with credibility in a potentially low-trust environment. This means being comfortable and confident in explaining evidence in plain language, acknowledging uncertainty, clearly distinguishing facts from narratives, and correcting misleading assertions while engaging legitimate criticism. Success is more than positive media coverage or message consistency – it’s about creating long-term trust and confidence in your organization, and supporting your leaders and spokespeople in building it.

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.