People want to talk about "messaging" when the two biggest problems with our information landscape are that 1) people preferentially seek out media that reaffirms their existing views and 2) those who might be open to new ideas are being heavily propagandized by outlets they feel compelled to respect because of history, nostalgia, or some other damned nonsense.
@gwynnion I think I'd add too that I See 3) too much distrust (or maybe no good basis for establishing trust) that contributes to both your points as people flail around without having reasonable bases for independent assessments of sources and often reject what is actually reliable in favor of either what 1) reaffirms their views/feels right or 2) that they previously respected but not propagandizes.
Still not about *messaging* though, as you say!