Summary
Contents
Subject index
The nature of the communicator's job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO's and vice presidents. Communication Planning focuses on these additional responsibilities and examines the role of integrated planning in modern organizations. Sherry Ferguson's comprehensive study includes the theoretical foundations of communication planning and strategic approaches to planning for issues management.
Chapter 8: The Bases of Source Credibility
The Bases of Source Credibility
Planners make strategic choices when they select some spokespersons and reject others. The credibility of a source can have a dramatic impact on how audiences receive messages. Audiences accept messages from credible sources and reject the same messages from less credible sources. Many factors influence audience perceptions of source credibility: level of expertise, composure, trustworthiness, dynamism, sociability, extroversion, and similarity to audience. How a source uses the media also affects perceptions of communicator credibility. Television makes demands on communicators, to which they must conform if they want to gain acceptance for their messages. The impact of source credibility on communication, the factors that comprise source credibility, and the impact of television on perceptions of source credibility ...
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