1. 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

2. 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).

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

4. Informational message: focus on your audience start at the level of knowledge of your audience use terminology or abbreviations familiar to the audience

5. Informational message: give detailed information Employ accurate facts, words, figures to support your statements/opinions Cite your sources of information

6. Informational message: utilize explanatory visuals Create simple visuals to clarify complex ideas Use flipcharts, diagrams, etc. to show trends, statistics, comparisons and similar

7. 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

8. 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

9. 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)