Three red flags that key messages are weak

Author name

Facts and evidence build solid foundations

Keep an eye out for these three things to see how well a key message will hold up under pressure and pushback:


Someone is relying too much on catchy slogans – They might sound good, but if the other side of the debate can quickly poke holes in them by asking a couple of simple & relevant questions to really drill down on the facts, then there’s a problem.


Someone is using anecdotes as solid proof rather than evidence-based statistics – If the other side can counter one-off examples with more broad-based evidence, facts and research, then a key message is on shaky ground.


Reacting emotionally rather than responding thoughtfully – It’s ok to display emotion and empathy, but when that’s the basis of an answer without being supported by facts and context, it loses strength.



It’s always a good idea to stress test your key messages – sometimes with an independent 3rd party who brings an outside perspective.

 

 

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.