SPEAKER CREDIBILITY

What is speaker credibility?

• not something speaker has or does not have in any objective sense
• speaker may be ignorant or immoral...but what is important is what audience believes-- the speaker has high credibility if audience believes
• Ingrid Bergman said, "It's not whether you really cry; it's whether the audience thinks you are crying"
• Credibility is important to advertising -is Michael Jordan credible shoe sales person?
• Credibility is also important to politician

THREE QUALITIES OF CREDIBILITY

COMPETENCE -knowledge and expertise the audience thinks the speaker possess CHARACTER- the intentions and concern of the speaker for the audience
CHARISMA- the personality and dynamism of the speaker

CREDIBILITY AND CULTURE

• what makes up credibility varies from culture to culture
• one culture may say competence important in choosing a teacher -another culture may say morality, goodness or reputation

I. COMPETENCE

• knowledge and expertise speaker thought to have
• the more knowledge one appears to have the more believable -e.g. doctor/lawyer has perceived competence through experience/study
• competence is subject specific
• we may assume if person competent in politics, person is competent in general-halo effect
• however there is also a reverse halo effect-not competent in one field-not competent generally
• one must demonstrate competence to audience-be seen as expert

  METHODS TO DEMONSTRATE COMPETENCE

  1. Tell listeners of your competence -tell your experiences related to topic education/experience, etc.
  2. Cite a variety of research sources (credible sources)
  3. Stress the competencies of sources-what have they done?
  4. Demonstrate Confidence -be comfortable at ease-be familiar with visuals-what ,when, how
  5. Avoid Apologizing-don't call attention to inadequacies

II. CHARACTER

• we perceive speaker credible if he/she is of high character-honest -can we trust this person? Ask what motives or intentions does person have-- Determine if intentions are thought to be good vs being paid

  DEMONSTRATINGÊ CHARACTER

  1. Stress Similarity -emphasize the way you are similar to audience - the more similar, the more credible
  2. Stress Fairness -if persuasive speech, stress that you have looked at both sides -don't omit parts of other side as audience will bring them up
  3. Demonstrate Long-term Consistency -we become leery of those who flit from side to side -say how long you have believed your point of view
  4. Stress Concern for Audience -make audience aware of your interest in them -don't be out for yourself

  Stress Concern for Enduring Values -demonstrate concern for lasting truths and general principles -your beliefs are related to higher order values

CHARISMA

• a combination of speaker's personality and dynamism as seen by audience
• you are perceived as credible if you are liked, friendly pleasant
• we prefer dynamic vs hesitant
• shy may be perceived as hiding something -doesn't believe in self

  HOW TO DEMONSTRATE CHARISMA

  1. Demonstrate a Positive Outlook -stress pleasure in speaking
  2. Act Assertively -stand up for what you believe
  3. Demonstrate Enthusiasm -be absorbed in speech-learn all you can about subject -ask yourself how it related to you
  4. Be Emphatic -use emphatic vs colourless language -use clear gestures

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copyright 2003Karen E.Hamilton