2021/08/14

Because learning changes everything. ®

Chapter 1
Establishing
Credibility

© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
No reproduction or further distribution permitted without the prior written consent of McGraw Hill.

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Learning Objectives

1.1 Explain the importance of establishing

credibility for business communications.
1.2 Describe how competence, caring, and
character affect your credibility as a
communicator.
1.3 Define and explain business ethics, corporate
values, and personal values.
1.4 Explain the FAIR approach to ethical business
communications.

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Why Does This Matter?

Credibility
• Your reputation for being trustworthy.
• The degree to which others believe or trust in you.

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The Role of Trust in the Post-Trust

Era 1

What should you do when communicating?

• Operate from a position of trust or credibility.
• Gain trust or credibility from colleagues, clients,
customers, and other contacts.

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The Role of Trust in the Post-Trust

Era 2

The Public
• Increasingly views companies with less trust.
Companies
• Also have a deficit of trust.
• Employees often do not trust their own business leaders.

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Figure 1.1 A Look at Trust in Various

Professions

Access the text alternative for slide images.

© McGraw Hill Source: Gallup, Inc.

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The Role of Trust in the Post-Trust

Era 3

Post-Trust Era
• The public overwhelmingly views businesses as
operating against the public’s best interests.
• Most employees view their leaders and colleagues with
skepticism.

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Figure 1.2 The Three Components of

Credibility

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The Role of Competence in

Establishing Credibility 1

Competence
• The knowledge and skills needed to:
• Accomplish business tasks.

• Approach business problems.

• Get a job done.

• Most people will judge your competence based on your

track record of success and achievement.

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The Role of Competence in

Establishing Credibility 2

How Do You Establish Competence?

• Through study, observation, and practice and real-world
business experiences.
• In the ways you communicate with others.

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The Role of Competence in

Establishing Credibility 3

Focus on Action

Emphasis on Results

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The Role of Caring in Establishing

Credibility 1

Caring
• Understanding the interests of others.
• Cultivating a sense of community.
• Giving to others and showing generosity.

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The Role of Caring in Establishing

Credibility 2

Understanding the Interests of Others

• To gain credibility, show that you care for the needs of
others.
• Connect with others to gain trust.
• Understand others’ needs, wants, opinions, feelings, and
aspirations.

• Develop an other-orientation.

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The Role of Caring in Establishing

Credibility 3

The Importance of a Sense of Community and

Teamwork
• Effective corporate business leaders recognize this.
• Communicate using a “we” and “you” orientation.
• Engenders trust and helps you find mutually beneficial solutions.

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The Role of Caring in Establishing

Credibility 4

Giving to Others and Showing Generosity

• Companies with higher percentages of givers have higher
profitability, higher productivity, higher customer
satisfaction, and lower turnover.
• Being a giver opens up opportunities.

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The Role of Character in Establishing

Credibility 1

Character
• Staying true to commitments made to stakeholders.
• Adhering to high moral and ethical values.
• Central to creating trust.

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Figure 1.3 What Determines Trust in

Individuals in the Workplace?

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© McGraw Hill Source: Economist Intelligence Unit.

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The Role of Character in Establishing

Credibility 2

Business Ethics
• The commonly accepted beliefs and principles in the
business community for acceptable behavior.
• Adhering to laws.

• Safeguarding confidential or proprietary information.

• Avoiding conflicts of interest and misuse of company assets.

• Refraining from accepting or providing inappropriate gifts,

gratuities, and entertainment.

• Transparency is important in corporate communications.

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The Role of Character in Establishing

Credibility 3

Trust-building behaviors include:

• Extending trust.
• Sharing information.
• Telling it straight.
• Providing opportunities.
• Admitting mistakes.
• Setting a good example by following rules.

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The Role of Character in Establishing

Credibility 4

Corporate and Personal Values

• Corporate values:
• Stated and lived values of a company.

• Personal values:
• Values that individuals prioritize and adhere to.

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The Role of Character in Establishing

Credibility 5

Code of Conduct or Code of Ethics

• Sarbanes-Oxley Act of 2002 requires publicly traded
companies to have a code of ethics available to all
employees and to ensure that it is enacted.

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The Role of Character in Establishing

Credibility 6

Open and Honest Communication

1. Avoid open and honest communication of business
problems, employees doom a business to poor financial
performance.
2. Dishonesty is among the primary reasons for lower
employee morale.
3. Dishonesty can be reason for dismissal.

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The Role of Character in Establishing

Credibility 7

A Stakeholder View of Accountability

• Implies an obligation to meet the needs and wants of
others.
• Involves an enlarged vision of those affected by your
business activities.
• Takes a stakeholder view that includes all groups in
society affected by your business.

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The Role of Character in Establishing

Credibility 8

Fairness in Business Communications

• The FAIR test helps you examine how well you have:
• Provided the facts.

• Granted access to your motives, reasoning, and information.

• Examined impacts on stakeholders.

• Shown respect.

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Figure 1.4
The FAIR Test of
Ethical
Business
Communication

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How You Can Improve Your

Communication Skills
Establishing credibility will help you build high-trust
relationships and communicate more effectively.
This textbook is designed to help you improve your
communication skills.

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Figure 1.5
Overview
of Book

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Business Communication: Developing

Leaders for a Networked World, 4e
Chapter 1

Because learning changes everything. ®

www.mheducation.com

© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
© McGraw Hill No reproduction or further distribution permitted without the prior written consent of McGraw Hill.

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