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Priscilla S.Rogers

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. Priscilla S.Rogers. Herbert w. Hildebrand.

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Priscilla S.Rogers

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  1. CompetingValues Framework (1993)Nature of the messagedictateswhatmeans (values) of persuasion to choose, whatstyle to use and how to structure the message PriscillaS.Rogers Herbert w. Hildebrand

  2. RelationalMessage CompetingValues: 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).

  3. InformationalMessage CompetingValues: Controlled, Precise, Organised Informational Messageexplain a process, product, procedure, or concept Focus on audience knowledge Provide detailed information Use logical structure Utilize explanatory visuals: diagrams, tables, etc.

  4. Informationalmessage: focuson youraudience start at the level of knowledge of your audience use terminology or abbreviations familiar to the audience

  5. Informationalmessage: givedetailedinformation Employ accurate facts, words, figures to support your statements/opinions Cite your sources of information

  6. Informationalmessage: utilizeexplanatoryvisuals Create simple visuals to clarify complex ideas Use flipcharts, diagrams, etc. to show trends, statistics, comparisons and similar

  7. Possiblestructurefor informationalpresentation, e.g. presenting an article Finish with impact, e.g. a strongThankyou for yourattention

  8. Transformational Message CompetingValues: inspireand challenge, changepeople’sthinking Usenovelorunexpectedelements: exhibits, visuals, emotionalimages Employdynamicstories and anecdotes Addinspirationaland challengingquotations Usecolourfulwords, metaphorsand bodylanguage

  9. Promotional Message CompetingValues: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) Employconvincingvisuals (e.g. charts, etc.) Call for action (e.g. buying a new product)

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