Authentic Communication and Top Credibility Builders: Importance of Credibility in Communication and Public Speaking

The ability to communicate authentically with others has become a crucial leadership trait. Leaders who master this can inspire their teams to go above and beyond for their organizations. However, when communication is perceived as inauthentic, cynicism takes hold, and most people will only do the bare minimum required. To demonstrate authenticity leaders should aim for being passionate about their topic, being open to their audience, connecting with them, and listening to their audience (Nick Morgan, 2008). Hence, leaders need to employ credibility builders to be perceived as authentic in their public speaking. Leaders who want to engage in public speaking can use any of the following credibility builders to enhance the impact of their communication: 

1. Rank/Association Credibility Builder: Rank/Association credibility can be built by the public speakers through the following interventions:

a. Affiliation with Influential Individuals: Highlighting association with influential individuals, experts, or thought leaders in the industry can enhance credibility. Collaborating on projects or being endorsed by respected figures can lend the association credibility.

b. Professional Associations: Designation and membership in well-respected organizations within one's industry or field can enhance credibility.

2. Goodwill Credibility Builder: Goodwill credibility is about relating with the audience through relationships, good mannerism, engagement with the audience, ethical behaviour, social responsibility, and common experiences of failure:

a. Engagement with Audience: Establishing open and transparent communication channels with the audience fosters goodwill credibility. It involves seeking input, addressing concerns, and maintaining dialogue with the audience.

b. Corporate Social Responsibility (CSR) Initiatives: Engaging in CSR activities such as environmental sustainability and ethical business practices can enhance goodwill credibility.

c. Volunteer Work and Community Involvement: Participating in volunteer work, serving community organizations, or contributing time and resources to local charities and nonprofit organizations builds goodwill credibility.

d. Support for Diversity and Inclusion: Demonstrating that you promote diversity, equity, and inclusion enhances goodwill credibility.

e. Ethical Practices: Upholding high ethical standards, transparency, integrity, and fairness enhances goodwill credibility.

3. Expertise Credibility Builder: Expertise credibility builders are strategies or actions that demonstrate a high level of knowledge, skill, and competence in a particular field or industry. These builders described as follows enhance credibility by showcasing expertise, experience, and qualifications:

a. Undertaking Research and Citing the Credible Source:

b. Speaking Spontaneously without Notes:

c. Quoting Experts

d. Qualifications from Reputed Educational Institutions: Graduating from reputable educational institutions adds to one's credibility.

e. Professional Certifications: Obtaining relevant certifications, accreditations, licenses, or specialized training in a specific area signals expertise credibility. Professional credentials demonstrate mastery of skills in the respective field.

f. Industry Awards and Recognition: Winning awards or receiving recognition from industry-specific organizations boosts expertise credibility signaling excellence.

g. Publications and Thought Leadership: Publishing articles, whitepapers, or research studies in reputable journals, magazines, or online platforms contributes to credibility.

h. Participation in Industry Events: Delivering keynote speeches, speaking engagements, panel discussions, and participating as a panelist, presentations at industry conferences, seminars, webinars or workshops can elevate credibility as it positions individuals as knowledgeable and reputable within their field and establish credibility as a thought leader.

i. Media Appearances and Interviews: Participating in media interviews, expert commentary, or guest appearances on television, radio, podcasts, or online platforms enhances visibility and credibility. Providing expert insights and analysis on relevant topics demonstrates authority and expertise to a broader audience.

j. Testimonials and Case Studies: Citing testimonials, success stories, or case studies that highlight successful outcomes or results reinforces expertise and credibility, validates competence, and builds trust with the audience.

4.  Image Credibility Builder: Image credibility builders are strategies or actions that contribute towards charisma based on visual cues, appearance, and presentation. These builders described below focus on creating a positive and favorable impression to establish credibility:

a. Attire: Dressing appropriately for the occasion, adhering to dress codes, and maintaining a well-groomed appearance convey professionalism and competence. Choosing attire that aligns with the expectations of the setting or industry helps create a positive impression and instills confidence in others.

b. Confident Body Language: Projecting confidence through body language, such as maintaining good posture, making eye contact, and using assertive gestures, enhances credibility. Nonverbal cues play a significant role in shaping perceptions and signaling confidence and competence.

c. Personal Branding: Developing a cohesive personal brand that reflects one's values, expertise, and unique qualities strengthens credibility and authenticity. Consistent branding across professional materials, such as business cards, resumes, and online profiles, reinforces a strong and recognizable image.

d. Professional Headshots: High-quality, well-lit photographs that capture a professional demeanor and approachability contribute to a positive image.

e. Online Presence: Maintaining a polished and professional online presence across social media platforms, professional networking sites, and personal websites strengthens credibility and visibility. Consistently sharing relevant content, engaging with others thoughtfully, and showcasing expertise online build trust and credibility.

f.  Professional Environment: Ensuring that workspaces, office settings, or meeting locations are impressive, organized, and well-maintained enhances credibility.

Top Credibility Builders

o  Statistics – Ideally from an independent, well-respected source

o  Awards – From a credible source

o  Accreditations – From respected agency of national or global repute

o  Media mentions – Preferably national newspapers and magazines

o  Lists of customers – The Bigger and more known they are, the better it is

o  Testimonials – Add value and increase trust

o  Case studies – Make them interesting so that they get read

o  Your resources and assets – Builds credibility

o  The credentials of your team – Generate confidence

o  Other successful products – Demonstrate pedigree

o  Your company’s commercial success – Focus on why customers prefer your organization

If your argument is logical and based on premises that the audience accepts, they will believe you. However, if it is built on somewhat doubtful assumptions, stories, or credentials, they will not.

Softer signals that indicate credibility:

o  Your reputation – Execution capability

o  The way you speak – Straight, open, honest tone of voice

o  The way you look – Clean, and impactful persona

o  The way you behave – Personal interactions make an impression on others

The soft credibility builders usually are usually undervalued but they are often more important than the ones included in the list above it.

Importance of Credibility in Communication and Public Speaking

Credibility plays a crucial role in communication and public speaking for several reasons:

1. Building Trust: Credibility builds trust. When listeners perceive a speaker as credible, they are more likely to believe in the message being conveyed and act upon it. Trust is fundamental for effective communication and forming meaningful connections with the audience.

2. Enhancing Persuasion: Credible speakers have greater persuasive power. When an audience views a speaker as knowledgeable, competent, and trustworthy, they are more inclined to be persuaded by the speaker's arguments, recommendations, or proposals.

3. Capturing Attention: Credible speakers command attention and respect from their audience. A strong reputation for expertise, integrity, and reliability captivates listeners and encourages active engagement with the speaker's message. Credibility attracts interest and encourages audience members to listen attentively.

4. Overcoming Resistance: In situations where the audience may be skeptical or resistant to the speaker's message, credibility serves as a powerful tool for overcoming objections and skepticism. A credible speaker can address doubts, alleviate concerns, and establish common ground with the audience, increasing receptivity to the message.

5. Fostering Connection: Credibility fosters a sense of connection and rapport between the speaker and the audience. When listeners perceive the speaker as credible, they are more likely to feel connected to the speaker on a personal level and identify with the speaker's perspective, values, and objectives. This connection enhances the effectiveness of communication and strengthens relationships with the audience.

6. Inspiring Confidence: Credible speakers inspire confidence and assurance in their audience. Confidence in the speaker's expertise, sincerity, and integrity instills confidence in the message being conveyed. Audience members are more likely to accept and act upon the speaker's recommendations or instructions when they have confidence in the speaker's credibility.

7. Establishing Authority: Credibility establishes the speaker as an authority in their field or subject matter. A credible speaker is perceived as knowledgeable and competent, commanding respect and authority from the audience. This authority lends weight to the speaker's words and positions them as a trusted source of information and guidance.

Reference:

Nick Morgan (2008). How to Become an Authentic Speaker. Harvard Business Review.

Dr. Karminder Ghuman, Head of MBA Department, LM Thapar School of Management,          Thapar Institute of Engineering & Technology (Deemed to be University), Patiala

This blog is based on contents from the book: "The Art and Science of Effective and Impactful Business Communication for Managers" 

https://rb.gy/t1fnup

This book has a compilation of research-based proven tools and strategies to guide professionals regarding the following aspects of business, corporate, and managerial communication:

Employability Skills and Communication

• Cover Letter and Resume Writing
• Group Discussion (GD)
• Personal Interview

Writing Skills

• Business Writing Strategy
• E-mail Etiquettes
• Letter writing
• Agenda and Minutes of Meeting
• Office Memo, Notice, and Circular Writing
• Business Report Writing
• Writing a Compelling Press Release
• Business Proposal Writing 

Organizational Communication

• Bureaucratic Communication
• Satisfying Customer Care
• Intercultural Communication
• Leveraging Grapevine Communication
• Dealing with Ego, Power, and Organizational Politics
• Dealing with Aggression or Negative Emotions of a Senior at Workplace
• Communication Dilemmas at Workplace
• Communicating in Diverse and Hybrid Organizational Environment

Managerial Communication

• Making and Delivering an Impactful Presentation
• Probing and Confrontation Skills
• Problem Solving: Creativity and Innovation – Role of Communication
• Selling Skills
• Effective Meetings
• Conveying a Difficult Message
• Negotiation Skills
• Team Building, Group Communication and Inspiring Collaboration
• Providing Feedback and Criticism
• Conflict Management
• Personality Type of Leaders/Managers and Communication Style
• Communication Strategy and Decision-making Heuristics

Networking

• Networking
• Greetings, Introducing, and Rapport Building

Technology and Communication

• Technology and Communication
• Generative AI and Communication
• Social Media Communication

Leadership Communication

• Leadership Style and Communication
• Communication Strategies for Corporate Leaders
• Public Speaking
• Persuasive, Confident and Decisive Communication
• Increasing Productivity

Entrepreneurial Communication

• Story Telling
• Startup Pitching
• Persuasive Techniques: The Language of Persuasion
• Visual Content Creation: Blogs, Vlogs, Reels, Videos, Webinars, Tags, and Hashtags
• Content Writing and Career Opportunities

Monitoring and Measuring: Effectiveness of Communication

• Communication Audit: Monitoring and Measuring Effectiveness of Communication