Credibility & Referred Credibility

5 Components of CREDIBILITY

There are 2 Stages:

1. Initial (before and up to the performance)

2. Acquired (during the performance)

Remember the idea of R I G M E

R ANK

I MAGE

G OODWILL

M ORALITY (and fairness)

E XPERTISE

All of these components make up the idea of CREDIBILITY of the SENDER.

Read also the pages in your textbook on CREDIBILITY (called ETHOS, p. 112 in textbook).

REFERRED CREDIBILITY

When you are not an expert about your topic, you must refer to research, experts, publications to increase the audience’s belief in your statements and in you.