Strategic communications in CVE—sometimes referred to as “counter-narratives” or “alternative narratives”—are difficult. They are often maligned for a lack of evidence demonstrating their effectiveness, or worse, that they may have a detrimental effect. In this Perspective, we draw on findings from a recent study which suggests that strategic communications campaigns may rely too heavily on messages which highlight the atrocities of violent extremist groups—in particular, the so-called Islamic State (IS). This could be problematic if considered within the context of Jenkins’ seminal “Theatre of Terror” argument in which he argues that groups carefully choreograph their actions to appear strong and spread fear. The over-use of this tactic could—inadvertently—be helping violent extremist propagandists by reaffirming the group’s military strength, which is at the heart of their message. Rather than focusing heavily on this tactic, a range of other possibilities are discussed which can credibly undermine violent extremist messaging.