The author considers the categories of analysis of complex speech genre aimed at the integrative description of speech genre as a cognitive and linguistic object. The focus of the article is the analysis of two parameters – speech strategy (in its ability to characterise pragmatic aspect of a genre model) and intention (characteristic of speech genre from psycholinguistic point of view). They form the criteria for assessing the belonging of a speech object to the system of speech genres as a whole, which is shown on the example of a group of functional-semantic types of speech (narration, description, argumentation), which, according to the author, are not speech genres. The allocated four ways of interrelation between strategy and intention (individual strategy + individual intention, collective strategy + individual intention, individual strategy + collective intention, collective strategy + collective intention) are realized differently in speech genres of oral communication and writing. The revealed regularities form one of the basic rules for the classification of speech genres.