crafting key messages

i was reading the article,"crafting key messages and talking points" by Cornelius Pratt. The article talks about if messages should only contain positive information only like one sided messages, or should they contain both the positive and the negative points like two sided messages. The article goes on about a research that was done on the effectiveness of one sided versus two sided images. Studies show that there are certain situations where one type of message is more effective than the other. For example, two sided messages can be effective persuasive devices. while one sided messages are more suited for lower educated readers.
in my opinion, i think one side messages sometimes loses credibility and truth. two sided messages conveys more information and balances the positives and the negatives of the message. Overall, we should craft our messages depending on our audience. Understanding the audiences expectations is very important in crafting effective messages. To ensure message effectiveness, you must analyze the audience to guide your message development. Then you must make sure the messages are fair and balanced.