Credibility

Types of Credibility

Statistical and scientific credibility refer to the extent to which a researcher can rely on a data set. Whereas statistical integrity denotes trustworthy and valid numerical data, scientific credibility refers to the reliability of rigorous research and data outcomes. In scholarly circles, one way to accomplish this level of credibility is by submitting work to undergo the peer-review process, in which other experts read, critique, and sanction method application and findings.

Source credibility refers to the believability of a speaker or communicative source (e.g., newspaper, network news, radio program, magazine, scholarly article, etc.). Aristotle claimed that effective persuaders appeal to audiences through logic (logos), ethics (ethos), and emotion (pathos). An ethical appeal is possible only if the source and message possess character and goodness (i.e., credibility). A source is credible when perceived as competent and demonstrating character. Source credibility is commonly conceptualized as honest expertise, which entails extensive subject knowledge and trustworthiness. There are endless varieties of source credibility, including media credibility, newspaper credibility, supervisor credibility, corporate credibility, brand credibility, and spokesperson credibility.

Experts in public speaking and persuasion detail three kinds of credibility that speakers and organizations can attain: initial, derived, and terminal credibility. Initial credibility is the authority or trustworthiness ascribed to a speaker before he or she delivers a message. Initial credibility is connected with a person's educational success, career achievements, organizational reputation, professional attire, preparation, visual and nonverbal cues, and any other information an audience perceives before the speaker begins. Derived credibility denotes the level of believability a speaker maintains or earns throughout the message-sharing process. The degree to which a speaker provides a lasting impression of integrity and competence is known as terminal credibility. Terminal credibility is the composition of both initial and derived believability. Initial, derived, and terminal credibility are assessed by audiences or stakeholders through both subjective and objective means. Credibility is based more on subjective interpretations than objective methods, since trustworthiness is often described as a “gut feeling” or “sense.” Some amount of credibility is assessed objectively, like speaker certifications or facts and messages that align with the listener's confirmed knowledge.

Building Credibility

Credibility is created among audiences, communities, and stakeholders through evidence and persuasive tactics. First, evidence bolsters credibility through the use of supporting materials. Providing logical support for an argument adds to a speaker's expertise. Similarly, personal experience also provides credibility because real-life involvements enhance a speaker's perceived authenticity. Second, speakers who formally establish credibility through the introduction of their title, degree, expertise, or life experience derive believability from audience members. For example, the Centers for Disease Control and Prevention (CDC) often invites high-ranking experts and officials at their agency to speak at press conferences. Prestigious titles and scientific knowledge enhance a speaker's credibility and, therefore, a message's believability. Finally, timely charisma and passion influence audience perceptions of trustworthiness. Speakers who demonstrate excitement and conviction for their topic seem credible to listeners. Martin Luther King, Jr. (MLK), for instance, was famous for his passionate public speeches during the civil rights movement. MLK's speaking dynamism added to his credibility, the effectiveness of his message, and possibly the revolution of racial integration across America.

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