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What is speaker credibility?

y not something speaker has or does not have in any objective sensey speaker may be ignorant or immoral...but what is important is what

audience believes-- the speaker has high credibility if audiencebelieves

y Ingrid Bergman said, "It's not whether you really cry; it's whetherthe audience thinks you are crying"

y Credibility is important to advertising -is Michael Jordan credibleshoe sales person?

y Credibility is also important to politicianTHREE QUALITIES OF CREDIBILITY

COMPETENCE-knowledge and expertise the audience thinks thespeaker possess CHARACTER- the intentions and concern of thespeaker for the audience

CHARISMA- the personality and dynamism of the speaker

CREDIBILITY AND CULTURE

y what makes up credibility varies from culture to culturey one culture may say competence important in choosing a teacher -

another culture may say morality, goodness or reputation

I. COMPETENCE

y knowledge and expertise speaker thought to have y the more knowledge one appears to have the more believable -e.g.

doctor/lawyer has perceived competence through experience/study

y competence is subject specificy we may assume if person competent in politics, person is competent

in general-halo effect

y however there is also a reverse halo effect-not competent in onefield-not competent generally

y one must demonstrate competence to audience-be seen as expertMETHODSTO DEMONSTRATE COMPETENCE

1. Tell listeners of your competence -tell your experiencesrelated 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 inadequaciesII. CHARACTER

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y 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

DEMONSTRATING CHARACTER

1. Stress Similarity -emphasize the way you are similar toaudience - the more similar, the more credible

2. Stress Fairness -if persuasive speech, stress that you havelooked at both sides -don't omit parts of other side as

audience will bring them up3. 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 yourinterest in them -don't be out for yourself

Stress Concern for Enduring Values -demonstrate concernfor lasting truths and general principles -your beliefs are

related to higher order values

CHARISMA

y a combination of speaker's personality and dynamism as seen byaudience

y you are perceived as credible if you are liked, friendly pleasanty we prefer dynamic vs hesitanty shy may be perceived as hiding something -doesn't believe in self

HOW TO DEMONSTRATE CHARISMA

1. Demonstrate a Positive Outlook -stress pleasure inspeaking

2. Act Assertively -stand up for what you believe3. 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 cleargestures