Have you heard someone speak whom you thought lacked credibility? Did you dismiss what he or she had to say because you thought it was probably not true? That's what typically happens when a speaker lacks credibility. While it's always important to be thought of as believable, it's especially important when you speak to a group of people, and vital if you plan to deliver a persuasive presentation. Without credibility, members of the audience may dismiss what you have to say as either unimportant or untrue. The guidelines that follow are provided to help you learn how to become a more believable speaker.
Be accurate and exact with quotes, names, dates, and facts.
If you want people to believe you, you have to earn their trust. That means getting the facts straight. Research the information you're going to present to make sure it's accurate and make sure you report it correctly. Practice pronouncing names correctly, and state dates, facts, and quotes accurately. Copy information that you think you might state incorrectly and read it from your notes if necessary.
Provide support for your ideas.
It's not enough just to make a statement, you need to back it up by providing factual information, quoting an expert, or speaking from experience. The point is, it's not enough to state your ideas, you need to be able to explain why you have those ideas.
Dress in a professional manner.
If you want to be taken seriously, then dress accordingly. Being the worst dressed person in the room just won't do. You don't need to have the most expensive clothes or the most current wardrobe, but do look well groomed. Like it or not, research has determined that people are influenced by the appearance of the speaker.
Use visual aids that look professional.
Visual aids can enhance your presentation if they are well designed and look professional. Be certain to use the visual aids when you practice your presentation.
Know your material.
Knowing the material will help you speak more quickly and fluidly. Research has shown that a speaker's credibility is enhanced by speaking more quickly and without hesitation (uh, well, you know) or qualifiers (sort of, kind of, I guess). People who speak faster are perceived to be more intelligent, more confident, and more effective than people who speak slower. Knowing your material will also help you reduce hesitations and qualifiers that might diminish credibility.
Use language that's appropriate for the audience.
Don't try to impress them by using words they don't understand. If your subject is new to audience members, be certain to explain jargon they might not comprehend. Also, be certain to use your best grammar. Slang can be appropriate for the right audience, but the use of incorrect grammar may be taken as a lack of knowledge on your part.
Discuss how to establish credibility in your persuasive speech.
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.
Establishing trust with the audience requires a combination of competence and character.
Communication scholar Stephen Lucas says that speaker credibility is affected most by two factors:
- Competence: How the audience views your intelligence, knowledge, and expertise on the subject you are speaking about.
- Character: How the audience views your concern for them, sincerity, and trustworthiness.
Lucas further advises that speakers do the following to establish their credibility:
- Explain to your audience why you are qualified 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.
- Establish common ground with your audience. Identify with your audience and show them how the case you are making is consistent with their values and beliefs.
- Deliver your speech fluently, expressively, and with confidence. 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 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.
Speaker credibility has its roots in Aristotle’s teachings over 2,000 years ago as he wrote about a speaker’s character, otherwise known as ethos. According to Aristotle, a speaker’s character was just as important as the content of their speech. Ethos, as defined by Aristotle, resides in two areas: character and competence:
- A speaker’s character is related to a speaker’s perceived honesty, sincerity, and concern for the audience’s well-being.
- A speaker’s competence is related to a speaker’s knowledge, experience, and preparedness.
Based on Aristotle’s concept of ethos, speaker credibility can be defined as “the extent to which the audience believes you and your message.” In other words, speaker credibility comes from your audience, and is based on their perceptions of you. However, credibility is dynamic and can change during your presentation.
Now, you may be wondering if there are factors that can help boost and maintain your credibility with your audiences? The answer is yes! There are factors that can elevate and enhance your credibility:
- Competence. One can enhance the audience’s perception of your competence when you communicate your knowledge, experience, training, or background on the topic on which you are speaking. Some speakers come into their presentations with initial credibility based on their professional credentials, roles/job titles, collateral such as books, and/or well-known achievements. If you don’t have first-hand experience with your topic, citing evidence to support your point of view from recent credible research can demonstrate you are well-informed and enable you to gain your audience’s trust that you know what you are talking about.
- Trustworthiness. When you are speaking, do you have the audience’s best interest at heart? Or are you speaking in your own self-interest? Audiences can tell if you are genuinely interested in their wants and needs. Establishing common ground and demonstrating how your topic is aligned with your audience’s values and beliefs can develop trust between you and your audience members.
- Preparedness. One of the surest ways to build your credibility is through your confident and dynamic delivery of your presentation. Rehearse your material so that you can deliver with fluency and expressiveness. Even if you have initial credibility due to your role or credentials, you can lose credibility with your audience if your delivery fails to meet their expectations.
The biggest take-away here is that we don’t give ourselves credibility. Credibility is built by how much our audience trusts and believes us and our message.