Establish Your Credibility For Better Public Relations

The Power of Credibility

During my college years, I had a professor whose lectures were so engaging that I was reluctant to leave the classroom even after the session had ended. His charisma and knowledge were so compelling that I would have believed him even if he claimed that cats could converse and buildings could stroll. This anecdote illustrates the power of credibility in communication.

Credibility is a crucial factor to consider when planning speeches and presentations for a public relations campaign. But what exactly is credibility? It's a multifaceted concept, but the crux is that a credible person is more likely to be trusted and perceived as a reliable source of information.

Defining Credibility

Let's delve deeper into the components that constitute credibility.

Competence

If you attempt to discuss Darwinian theory without any understanding of who Darwin was, your audience is unlikely to regard you as an authority on the subject. However, if you cite your sources and use quotes or visual aids in your presentation, your audience will recognize that you've done your research and are knowledgeable about the topic.

You can also demonstrate your competence by sharing your educational or professional background. The more experience you have in a particular field, the more knowledgeable you will be about the subject.

Confidence

Appearing nervous and uncomfortable undermines your credibility. Regardless of your expertise, if you lack self-assurance, your audience will not respect your insights. Remember, a confident delivery is as impactful as a well-informed mind.

Character

Character is somewhat more complex as it's based more on a value system than on knowledge. By researching your audience's demographics, you can understand their values and tailor your presentation accordingly. Even if your viewpoint contradicts their beliefs, you can phrase your arguments in a way that makes you appear credible and non-threatening.

Rapport

Rapport is about establishing a connection with your audience through shared experiences and interests. If your audience feels that you understand and share their sentiments, they are more likely to respond positively to your message.

As a society, we generally share a set of values that can be leveraged to build credibility. These include peace, freedom, respect, family security, and a comfortable life. On a personal level, most people value ambition, forgiveness, responsibility, and honesty. By aligning your values with those of your audience, you can foster trust.

Once you've established a foundation of trust and respect with your audience, your message will be more readily accepted. Remember, while credibility alone won't guarantee a successful presentation, it can significantly enhance your effectiveness.

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