Credibility

Regardless of our position in an organisation, credibility is fundamental to our effectiveness as professionals and as individuals. Without it there can be no trust; without trust, organisations become frozen in inactivity and negative feelings. Credibility is hard to build, but well worth it.

McCroskey proposes three types of credibility (1):

Initial Credibility – the credibility an individual has before he or she begins to speak – this type of credibility may be the result of the speaker’s position, expertise, or simply the fact that s/he was asked to speak.

Derived Credibility – the credibility an individual creates through what s/he has to say – this type of credibility may stem from the speaker’s ability to communicate, the speaker’s ideas, or the information s/he uses to support his or her position.

Terminal Credibility – the credibility an individual has when s/he finishes speaking – this type of credibility is often a result of the other two types and influences the impact of the message (i.e., will the listeners adopt a long-term change).

1. McCroskey, J. A. (2006). An introduction to rhetorical communication, 9th ed. Boston: Allyn & Bacon.