“

Credibility is your believability in the eyes of the

receiver.
Munter, Guide to Managerial Communication

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11
Forms of credibility

Initia Acqu Over

l ired all
Credi Credi Credi
bility bility bility

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Initial credibility and
impression formation

1/1000 of a second after meeting you . . .

People have formed judgments about you
7 seconds after meeting you . . .
People have decided if they like and trust you, and if you are competent,
qualified
30 – 60 seconds after meeting you…
If they haven’t formed a snap impression, they go through a critical
mental checklist
And by 90 seconds . . . A lasting impression is formed

People do the same thing when reading documents!

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Types of acquired
credibility

 Rank
 Expertise
 Common ground
 Goodwill
 Image

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Rank
Rank credibility is your
believability based on
your position within
an organization or
within the relevant
area in which the
reader participates

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55
Building rank credibility

 What titles have you held?

 What certifications do you hold?
 Does your title reflect what you actually do?
 What if you don’t have a title?

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Expertise
Expertise credibility is
your believability based
on your knowledge,
experience, and
capabilities, including
your ability to achieve
successful outcomes

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Building expertise
credibility

 How many years have you worked in the field?

 What awards have you earned?
 What outcomes have you achieved?
 What was your role in these outcomes?

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Common ground
Common ground
credibility is your
believability based on
the extent to which your
readers believe that
you are similar to
them

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 Building common ground
credibility

 How is your intended career path or background similar to

that of the reader?
 What interests do you and the reader share?
 What aspects of your bio will strike a familiar chord with
the reader?

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Goodwill
Goodwill credibility is
the extent to which the
writer is believable
because of his or her
strong track record of
having the reader’s
best interests in mind

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Image
Image credibility is
your believability based
on the professionalism
and accuracy of your
communication

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 Building image credibility
in speaking

 The Expert Style

 The Analyst Style
 The Colleague Style

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The Expert

• Includes specific
facts and figures
• Answers quickly
with detailed
responses
• Speaks with a
confident decisive
tone

http://www.glutenfreethera
peutics.com/wp-
content/uploads/2013/12/d
r-oz-snack-suggest-best-
choice-list-idea-health-
diet-spry.jpg

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The Analyst

• Clarifies the underlying process

• Addresses alternatives
• Highlights conclusions
• Speaks with a steady pace

http://static.guim.co.uk/sys-
images/Guardian/Pix/pictures/2011/5/26/130
6426330491/al-gore-inconvenient-trut-
008.jpg

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The Colleague
• Establishes rappo
• Anticipates
questions and
reactions
• Uses a
conversational
vocal tone

http://blog.aarp.org/wp-
content/uploads/2011/05/oprah-winfrey.jpg

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