The option that is not one of the basic criteria for effective messaging is "It's complicated." Effective messaging should be complete, correct, and ideally clear, rather than complicated. Company communication should strive for simplicity and clarity.
;
The criteria for effective messaging include being complete and correct, but building goodwill, while beneficial, is not a basic requirement. Complicated messages are ineffective, as clarity is essential for successful communication. Thus, the answer is "It's complicated." ;