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 comparison 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.ONE MARK OF A MATURE discipline is the development of an integrated body of theory that new knowledge confirms, revises, or challenges. Neither business communication nor management communication has such a comprehensive theoretical grounding. Drawing from rhetorical theory, linguistics, and social science research, the field has at best developed a patchwork approach, picking and choosing on the basis of what is convenient, intuitive, or practical rather than on the basis of any well-articulated rationale. The journal literature suggests an increasing interest in theory, however (Locker, 1982).Part of the problem of theory building in management communication arises because traditional approaches have tended to be micro-oriented; thus, they have provided only disconnected pieces of the puzzle. Though a number of theoretical positions have been articulated, the linkages between and among the premises are rarely identified. This paper seeks to address the problem by 1) setting out a macro-theoretical paradigm for management communication, and 2) clarifying the relationships among the constructs. Furthermore, the paper focuses on one element of the theory, the notion of strategic choice, and suggests an applied model for managers.