It is such a broad question, i tried to discover if the interviewer had a more specific scenario or audience mind. When he kept the question broad, I pointed to my skills in shaping a message, its delivery channel, and its frequency based on a number of factors such as urgency, audience, sensitivity, level in the organization, etc. I named a couple of instances in the past where I had successfully delivered a message under varying circumstances. From everything he asked me, this was the only question where I felt he was unsatisfied with my answer, but I couldn't pull more detail from him to scope my response.