{"id":333,"date":"2020-07-21T18:31:29","date_gmt":"2020-07-21T18:31:29","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/?post_type=chapter&#038;p=333"},"modified":"2022-07-26T16:22:19","modified_gmt":"2022-07-26T16:22:19","slug":"establishing-credibility","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/chapter\/establishing-credibility\/","title":{"raw":"Establishing Credibility","rendered":"Establishing Credibility"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Objectives<\/h3>\r\nDiscuss how to establish credibility in your persuasive speech.\r\n\r\n<\/div>\r\nIf you are going to persuade an audience, you have to first get them to trust you and see you as a credible communicator. Being credible as a speaker means showing your audience you have their best interests at heart, that you are knowledgeable about the subject you are speaking about, and that the evidence you use to support your argument is trustworthy.\r\n\r\n[caption id=\"attachment_3115\" align=\"alignright\" width=\"400\"]<img class=\"wp-image-3115\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/5348\/2020\/07\/16171043\/trust-me-300x200.jpg\" alt=\"A handwritten T-shirt that says Trust Me I'm a Doctor\" width=\"400\" height=\"266\" \/> Establishing trust with the audience requires a combination of <strong>competence<\/strong> and <strong>character<\/strong>.[\/caption]\r\n\r\nCommunication scholar Stephen Lucas says that speaker credibility is affected most by two factors:\r\n<ul>\r\n \t<li style=\"font-weight: 400;\"><strong>Competence<\/strong>: How the audience views your intelligence, knowledge, and expertise on the subject you are speaking about.<\/li>\r\n \t<li style=\"font-weight: 400;\"><strong>Character<\/strong>: How the audience views your concern for them, sincerity, and trustworthiness.<\/li>\r\n<\/ul>\r\nLucas further advises that speakers do the following to establish their credibility:\r\n<ul>\r\n \t<li style=\"font-weight: 400;\">Explain to your audience <strong>why you are qualified<\/strong> to speak on the topic. Provide your own personal experience with your topic, if relevant. Demonstrate that you have done sufficient research on the topic to speak about it with authority.<\/li>\r\n \t<li style=\"font-weight: 400;\">Establish <strong>common ground<\/strong> with your audience. Identify with your audience and show them how the case you are making is consistent with their values and beliefs.<\/li>\r\n \t<li style=\"font-weight: 400;\">Deliver your speech <strong>fluently<\/strong>, <strong>expressively<\/strong>, and with <strong>confidence<\/strong>. If you speak with conviction and communicate you care about both your speech topic and your audience, you are more likely to be successful.[footnote]Lucas, Stephen E. <em>The Art of Public Speaking<\/em>, McGraw Hill, 2020.[\/footnote]<\/li>\r\n<\/ul>\r\nA major part of coming across as a competent and credible speaker involves putting together a well-crafted speech with effective arguments in favor of your proposition.\r\n<div class=\"textbox tryit\">\r\n<h3>Try It<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/3c63c93e-d586-4bb9-abb1-06a0025079cc\r\n\r\n<\/div>\r\n&nbsp;","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Objectives<\/h3>\n<p>Discuss how to establish credibility in your persuasive speech.<\/p>\n<\/div>\n<p>If you are going to persuade an audience, you have to first get them to trust you and see you as a credible communicator. Being credible as a speaker means showing your audience you have their best interests at heart, that you are knowledgeable about the subject you are speaking about, and that the evidence you use to support your argument is trustworthy.<\/p>\n<div id=\"attachment_3115\" style=\"width: 410px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3115\" class=\"wp-image-3115\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/5348\/2020\/07\/16171043\/trust-me-300x200.jpg\" alt=\"A handwritten T-shirt that says Trust Me I'm a Doctor\" width=\"400\" height=\"266\" \/><\/p>\n<p id=\"caption-attachment-3115\" class=\"wp-caption-text\">Establishing trust with the audience requires a combination of <strong>competence<\/strong> and <strong>character<\/strong>.<\/p>\n<\/div>\n<p>Communication scholar Stephen Lucas says that speaker credibility is affected most by two factors:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Competence<\/strong>: How the audience views your intelligence, knowledge, and expertise on the subject you are speaking about.<\/li>\n<li style=\"font-weight: 400;\"><strong>Character<\/strong>: How the audience views your concern for them, sincerity, and trustworthiness.<\/li>\n<\/ul>\n<p>Lucas further advises that speakers do the following to establish their credibility:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Explain to your audience <strong>why you are qualified<\/strong> to speak on the topic. Provide your own personal experience with your topic, if relevant. Demonstrate that you have done sufficient research on the topic to speak about it with authority.<\/li>\n<li style=\"font-weight: 400;\">Establish <strong>common ground<\/strong> with your audience. Identify with your audience and show them how the case you are making is consistent with their values and beliefs.<\/li>\n<li style=\"font-weight: 400;\">Deliver your speech <strong>fluently<\/strong>, <strong>expressively<\/strong>, and with <strong>confidence<\/strong>. If you speak with conviction and communicate you care about both your speech topic and your audience, you are more likely to be successful.<a class=\"footnote\" title=\"Lucas, Stephen E. The Art of Public Speaking, McGraw Hill, 2020.\" id=\"return-footnote-333-1\" href=\"#footnote-333-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/li>\n<\/ul>\n<p>A major part of coming across as a competent and credible speaker involves putting together a well-crafted speech with effective arguments in favor of your proposition.<\/p>\n<div class=\"textbox tryit\">\n<h3>Try It<\/h3>\n<p>\t<iframe id=\"assessment_practice_3c63c93e-d586-4bb9-abb1-06a0025079cc\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/3c63c93e-d586-4bb9-abb1-06a0025079cc?iframe_resize_id=assessment_practice_id_3c63c93e-d586-4bb9-abb1-06a0025079cc\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-333\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Trust me I&#039;m a Doctor. <strong>Authored by<\/strong>: Justin Henry. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/flic.kr\/p\/2mJtQn\">https:\/\/flic.kr\/p\/2mJtQn<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">Lumen Learning authored content<\/div><ul class=\"citation-list\"><li>Establishing Credibility. <strong>Authored by<\/strong>: Mike Randolph with Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-333-1\">Lucas, Stephen E. <em>The Art of Public Speaking<\/em>, McGraw Hill, 2020. <a href=\"#return-footnote-333-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":161083,"menu_order":8,"template":"","meta":{"_candela_citation":"[{\"type\":\"lumen\",\"description\":\"Establishing Credibility\",\"author\":\"Mike Randolph with Lumen Learning\",\"organization\":\"\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Trust me I\\'m a Doctor\",\"author\":\"Justin Henry\",\"organization\":\"\",\"url\":\"https:\/\/flic.kr\/p\/2mJtQn\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"439b75c4-5f16-4036-bec8-0c9064e880e6, 249c0577-93bd-4d5d-a615-90d6e0343e1c","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-333","chapter","type-chapter","status-publish","hentry"],"part":317,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/chapters\/333","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/wp\/v2\/users\/161083"}],"version-history":[{"count":12,"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/chapters\/333\/revisions"}],"predecessor-version":[{"id":4742,"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/chapters\/333\/revisions\/4742"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/parts\/317"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/chapters\/333\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/wp\/v2\/media?parent=333"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/pressbooks\/v2\/chapter-type?post=333"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/wp\/v2\/contributor?post=333"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-publicspeaking\/wp-json\/wp\/v2\/license?post=333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}