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A Macro Theory of Management Communication

Georgetown University

The focus of this article is a macro theoretical paradigm for management communication, which clarifies relationships among the factors that in fluence persuasion. Specifically, the paper includes a strategic model for making choices among persuasive options. According to the model, choices about communication messages and media are a function of the relative force (effectiveness, efficiency, and quality) o f the available options. A compari son of the strength of the given choices provides an assessment of relative force. The force o f a specific option, in turn, arises from the message sender's persuasive goals and receiver's probable response.

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