Page 411 - Between One and Many The Art and Science of Public Speaking

378 Part 4 Contexts for Public Speaking

Components of Credibility

Credibility is rooted in audience perceptions of be-
lievability. Researchers have shown that credibil-
ity consists of two primary components. Although
researchers label these differently, the two percep-
tions that lead audiences to confer credibility on a
speaker are competence and character. Both are
5
necessary to sustain the perception of ethos. To per-
ceive you as credible, your audience must believe
that you are not only competent and knowledge-
able about your topic but also a person of character
who can be trusted.

Competence
If you are largely unknown to your audience, how
your audience perceives you as a speaker in terms
of knowledge, intelligence, and expertise on the
topic of your speech is critical to your success. If
you have special expertise or fi rsthand experience,
by all means let your audience know. If you have
done extensive research on your topic, this will
Matt Lucena, who along with his partner won the help your audience appreciate your newly acquired
U.S. Open in mixed doubles, displays a confi dent competence on the subject. Use facts, statistics,
smile as he is speaking, building his credibility with and quotations from experts to help your audience
the audience.
know that you are well informed on the subject.

Character
Even an expert can lack credibility with an audience if he or she is perceived
as untrustworthy. For example, attorneys frequently call on expert witnesses to
bolster their cases. Scientists testify about DNA evidence, forensic pathologists
testify to matters such as time and cause of death, and accident investigators tes-
tify about such things as driver negligence. The trouble with such experts is that
they are usually paid handsomely for their testimony. This calls their character
into question in the minds of many, including jurors. This can and often does
undermine perceptions of their overall credibility.

Enhancing Audience Perceptions of Credibility

Speakers can enhance audience perceptions of their credibility at three times—
before the speech; during the speech; and perhaps one you didn’t expect, after
the speech. Because it is a perception, credibility is dynamic and changeable. The
fact that a speaker is perceived as credible going into a persuasive speech doesn’t
guarantee that he or she will still be perceived as credible afterward. Similarly,
the speaker who begins with little credibility can build the perception in the
process of speaking. One of your goals is to build and maintain your credibility
as you speak. You want it to be at least as high—and preferably higher—when you
conclude as it was when you began. This is one reason careful audience analy-
sis is essential. You need to know how your audience perceives your credibility
before you speak to determine whether you need to enhance it, and if so, how.