Abstract
Communication specialists have long been interested in analyzing messages. Morerecently, they have stressed the need for evaluative tools that account for situational expectations and constraints. Drawing from the literature on organizational andmanagerial effectiveness, we constructed an empirical model applicable to presentational communication. Over 100 communication professors evaluated the relevance ofdescriptors for six different types of business presentations: three oral and three written. Their judgments were used to create similarity scores, which were submitted tomultidimensional scaling. A three-dimensional model emerged. This "competingvalues model" illustrates the dynamic interplay between the highly contrasting characteristics of four general types of presentational communication: relational, informational, instructional, and transformational. In conclusion, we discuss the benefits of themodel and suggest its usefulness as an evaluative tool, particularly for the training ofmanagers.
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