PRINCIPLES OF

COMMUNICATION
GROUP 3
2023 | March 2
“Achieve credibility with your audience”

Definition: The quality of being trusted and believed in.

Interpretation: In order for you to be a credible

speaker/communicator you must have a convincing
power by making your statements and arguments
believable.

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According to Stephen Lucas, a communication scholar,
credibility is affected most by two factors:

1. Competence (How the audience views your

intelligence, knowledge, and expertise on the subject
you are speaking about.)
2. Character (How the audience views your concern for
them, sincerity and trustworthiness.)

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Steps on how to effectively established credibility:

1. Explain to your audience why you are qualified to speak on

the topic.
(Providing relevant personal experience, if there’s any)
(Demonstrating you have done sufficient research on the topic to speak
about)
2. Establish common ground with your audience and show them
how the case you are making is consistent with their values and
beliefs.
3. Deliver your speech fluently, expressively and with
confidence.
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Steps on how to effectively established credibility:

1. Explain to your audience why you are qualified to speak on the

topic.
(Providing relevant personal experience, if there’s any)
(Demonstrating you have done sufficient research on the topic to speak
about)
2. Establish common ground with your audience and show them how
the case you are making is consistent with their values and beliefs.
3. Deliver your speech fluently, expressively and with confidence.

Note: A major part of coming across a competent and credible

speaker involves putting together a well-crafted speech with effective
arguments in favor of your proposition. 5
“Follow through on what you say”
Go into detail don’t mention one thing and talk about something
else.

Communicate a little at a time. Giving lots of information

can completely lose an audience if they can’t take it all in.

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Thank you
for listening!