# Counter-Messaging Counter-messaging is the practical design and delivery of communications intended to interrupt, correct, contextualize, or displace a harmful message. It includes choices about timing, messenger, evidence, tone, channel, repetition, and audience-specific framing. Counter-messaging is a tactic; a counter-narrative is the larger interpretive alternative it may serve. Success should be evaluated through comprehension, trust, behavior, and unintended amplification rather than response volume alone. Related: [[wiki/Counter-Narrative|Counter-Narrative]], [[wiki/Crisis Communications|Crisis Communications]], [[wiki/Cognitive Inoculation|Cognitive Inoculation]], [[wiki/Audience Modeling|Audience Modeling]].