This paper outlines trends in organizational communication studies and proposes that organizational communication be studied through the interaction effects of the medium used in the communication (telephone, television, facsimile, or other media), the type of communication (persuasion, information flow, or negotiation), and the structure of the organization (bureaucratic, laterally integrated, or vertically integrated). Two assumptions underlie the research plan and are based on reviews of organizational studies and of technological advances in organizational communication: (1) the relationship between technology and communication within organizations must be stated in systematic rather than static terms because each element in the system is affected by every other element, and (2) the effect of a medium cannot be studied in general terms because it varies with the communication. The flexibility built into this research approach enables various combinations of medium, message, and organizational structure to be compared for their effectiveness in specific situations. (RL)