Priscilla S.Rogers Herbert w. Hildebrand

Competing Values Framework (1993)Nature of the message dictates what means (values) of persuasion to choose, what

style to use and how to structure the message

Relational Message Competing Values: credibility, openness, awareness

Create a message that will reach as many people as possible

Choose values or emotions that you, personally, can relate to

Attempt to utilize wants, needs or values that are shared by all (e.g. safety, wellness, personal liberty, loyalty)

Draw from personal experiences (shared experiences may help your audience in aligning themselves with you and/or your message).

Informational Message Competing Values: Controlled, Precise, Organised

Informational Message explain a process, product, procedure, or concept

Focus on audience knowledgeProvide detailed informationUse logical structureUtilize explanatory visuals: diagrams, tables,

etc.

Informational message: focus on your audience

start at the level of knowledge of your

audience

use terminology or abbreviations familiar to

the audience

Informational message: give detailed information

Employ accurate facts, words, figures to

support your statements/opinions

Cite your sources of information

Informational message: utilize explanatory visuals

Create simple visuals to clarify complex ideas

Use flipcharts, diagrams, etc. to show trends,

statistics, comparisons and similar

Possible structure for informational presentation, e.g. presenting an article

Start with something to get attention; a surprising fact; a problematique, a question, etc.

Say a few words about yourself; tell the audience the structure of your talk and how they will benefit from it

Present a small number of main points – a maximum of four

Connect each point to the needs/interests of your audience, e.g. show the audience how they will benefit or aks them a question

Give examples to make your points clear

Summarize the main points again. Mention the key benefits – how audience can apply the information in your talk to their specific situation.

Finish with impact, e.g. a strong Thank you for your attention

Transformational Message Competing Values: inspire and challenge, change people’s

thinking

Use novel or unexpected elements: exhibits,

visuals, emotional images

Employ dynamic stories and anecdotes

Add inspirational and challenging quotations

Use colourful words, metaphors and body

language

Promotional Message Competing Values:action-oriented, interesting, sells a concept/product

Deliver content in a dynamic way

State factual data and statistics, bring

informed opinions (e.g. cite experts,

authorities)

Employ convincing visuals (e.g. charts, etc.)

Call for action (e.g. buying a new product)