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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