Page 413 - Between One and Many The Art and Science of Public Speaking

380 Part 4 Contexts for Public Speaking

appearance, the care with which they have prepared their message, and their
delivery can begin to establish their competence and character with their fellow
students and instructor.
To make certain you are perceived as a credible speaker in a persuasive trans-
action, you need to provide your audience with proof of your credibility through
the reasoning and evidence in your message. The reasoning and evidence you
present in your persuasive speech should not only support the arguments you
make but also support the audience’s perception that you are competent and a
person of high character. Also, if you have special expertise or credentials that
are relevant to your topic, you’ll want to share the fact with your audience.

Credibility After the Speech

Speakers whose persuasive message bolsters their credibility with an audience
cannot rest on their laurels. Just as initial credibility can suffer from a poor
speech, the credibility you establish during your speech can be negated as well.
No one knows this better than New York Yankee slugger Jason Giambi. After
denying publicly for months that he had used performance-enhancing drugs,
he was forced to admit under oath to a federal grand jury that he had taken ste-
roids and injected human growth hormone. His reputation was tarnished, and
the scandal became a major embarrassment to professional baseball. Never lose
sight of the fact that perceived credibility is dynamic. Once gained, credibility
needs continued nourishment. The following list provides some reminders and
tips for maintaining credibility.

Tips and Tactics
Speaker Credibility

• Ask yourself about the degree to which your audience already perceives you
as credible. Also ask yourself whether your classroom behavior could have
lowered your credibility in the eyes of the other students. For example, com-
ing to class late and interrupting a speaker, not being ready to speak when
it is your turn, or delivering speeches that are hastily put together tell other
students about your competence and character. If this is the case, you’ll need
to work harder to establish your credibility.
• Dress appropriately for the occasion. Persuasion is serious business and
should be approached seriously.
• Incorporate any special expertise or experience you have with your topic
into the body of your speech. This information will enhance the audience’s
perception of your competence.
• Use evidence to support the claims you make. The facts and logical argu-
ments you provide will help enhance your credibility.
• Engage your audience nonverbally, using the characteristics of effective
delivery described in Chapter 11.
• Use powerful language (which research suggests is linked to persuasive
effects), as described in Chapter 10.
• Use inclusive language, discussed in Chapter 10, to make certain all audience
members believe they have a stake in the topic of your persuasive speech.