Establishing Credibility

By: Elizabeth Borruel

As defined in the textbook Excellence in Business Communication, "Credibility is a measure of your believability, based on how reliable you are and how much trust you evoke."  Establishing credibility is part of adapting to your audience.  It helps in building a strong relationship with your audience, which in turn ensures a better understanding of your written message.  The response of your audience very much depends on  your credibility.  Before our message can be accepted, we must make sure to have the audience's trust.  The following characteristics can help in maintaining, repairing or building credibility:

• Honesty: Even when an audience doesn't agree with our message, demonstrating integrity and honesty will give us the audience's respect and the opportunity to continue reading our message.

• Objectivity: Lets keep in mind we are writing a business message, so all feeling must be left aside.  In addition, all angles of an issue should be discussed, even those we might not agree on.

• Awareness of audience needs: It is important for an audience to know we understand their needs an expectations.  Once our audience perceived they are important for us, our message will be better taken.

• Credentials, knowledge, and expertise: Most of us wouldn't take medical advise from an accountant.  Keeping this in mind, proving your knowledge and exprtise by showing your credentials and experience will help the audience build trust in our message.

• Endorsements: It is always helpful to get our statements backed up by an expert who is familiar to the audience.  If the audience trusts the person who is endorsing our message, there is a greater chance that the audience will trust us.

• Performance: Our audience needs to know not only have the capability to write and communicate well, but also to perform when the time comes.  Prove your audience you have the capability and experience needed to get the job done.

• Confidence: The faith we have in ourselves and in our message is perceived by our audience.  In order to make others believe in us, we must first believe in ourselves and show that we do.

• Communication style: Great communication skills can only take us so far.  We must also back our statements with solid evidence.

• Sincerity: Besides being confident, we must also choose words that show sincerity and avoid hyperboles such as "you are the most amazing receptionist I could ever hired".  Be objective instead and mentions specific characteristics or qualities about your receptionist.

In addition, we must remember that in order for others to believe in us, we must first believe in ourselves and the message we are delivering.  Words such as if, hope and trust tend to communicate lack of faith in ourselves and undermine our credibility.  Hope you find this information helpful.  Have a great day at work and remember B.N.G. Consultants is always here to help.

Sources:
Excellence in Business Communication 9th Ed (Textbook by John V. Thill and Courtland L. Bovee)