Delivering a great speech takes more than strong talking points and polished delivery—it hinges on credibility. Credibility builds trust, engages your audience, and amplifies your influence, making your message more memorable and persuasive. Keep reading to explore what credibility means, why it matters in public speaking, and practical strategies you can use to establish it, from sharing your expertise to delivering with authenticity.
“Without character, there is no credibility; and without credibility, there is no trust.”
Warren G. Bennis, American consultant and author
If you’ve ever delivered a speech or given a presentation, you’re familiar with the most popular advice: Have a well-defined thesis. Know your audience’s interests, expectations and biases. Write down your key talking points. Use effective and positive body language. Practice, practice, practice.
While all those things are essential, establishing credibility is the cornerstone of effective public speaking. This fundamental aspect builds trust, enabling you to connect more deeply with your audience. There are numerous ways to establish credibility in a speech, each designed to captivate your audience and leave a lasting impression. Let’s delve into the definition and history of credibility, its benefits, and practical ways to establish it while speaking publicly.
What is Credibility?
The Britannica Dictionary defines credibility as “the quality of being believed or accepted as true, real or honest.” We encounter examples of whether someone or something is credible almost every day. Our judicial system relies on credibility to determine whether a defendant or witness’s testimony is believable. We rely on journalists to provide accurate, unbiased news and information.
We trust scientists because their research depends on rigorous examination of data, science and facts. According to the Greek philosopher Aristotle (384 BC–322 BC), credibility is essential to public speaking. He asserted that for the speaker to influence others, the audience must perceive them to be reliable and have integrity. Aristotle examined three modes of persuasion in his book On Rhetoric: A Theory of Civil Discourse:
- Ethos forms the root of the Greek word ethikos, meaning “morality, showing moral character.” In modern times, we use ethos to describe the disposition, character or values of a specific person, group, culture or movement. It appeals to the speaker’s credibility, status or authority and is, in essence, all about trust. Speakers can establish their ethos by sharing their expertise, profession or personal anecdotes. They can also use first-person plural pronouns like “we” or “us” to build rapport with their audience.
- Logos is Greek for “word, speech, statement, discourse,” and “reason, judgment, understanding,” and suffixed form of the root leg—meaning “to collect, gather,” and “to speak” or “pick out words.” Speakers use logos to appeal to their audience’s grasp of logic and reason and build a case using facts, statistics and reasoned arguments. If ethos is the foundation of your message, logos propels it forward into your audience’s brain.
- Páthos is the Greek word for “experience, emotion, misfortune, condition,” derived from the Greek path—meaning “experience, undergo, suffer.” Today, pathos refers to things that make us feel pity, sympathy or compassion, but it can also have more nuance and include humor, empathy or love. Speakers can appeal to their audience’s emotions, values and beliefs using emotional language, sensory imagery and narratives to evoke specific feelings of sympathy, empathy, compassion, fear, anger, love or joy. Your message will have a much more significant impact if you deliver it with emotional intention to your audience’s heart.
The Benefits of Building Credibility with Your Audience
Establishing credibility while speaking in public has numerous benefits. Credibility inspires trust in your audience, making them more likely to perceive you as likable, authentic and qualified to discuss a particular subject. This trustworthiness increases their attention and engagement and persuades them to take your message seriously. Once you’ve convinced them to consider the case you’re trying to make, they will be much more likely to respond to your call to action. Establishing credibility also reinforces your perceived authority, positively affecting your overall influence in your field and boosting future engagement prospects.
6 Ways You Can Establish Credibility While Speaking Publicly
Talk Yourself Up
Begin your speech by briefly discussing yourself, your interests and why you’re qualified to speak on a particular topic. Showcase your knowledge and expertise by sharing details about your background, education and credentials. Highlight any relevant personal or professional experience. If you’re not an expert, use a credibility statement to state why you’re passionate about a specific subject and what drew you to it. Demonstrate your time and effort in researching this new topic.
Engage Your Audience
Given decreasing attention spans, engaging your audience by speaking to their needs and desires while offering a fresh perspective is crucial. You could provide a new angle on how to view the world or a novel tactic or strategy they can use at work. Make the information as accessible as possible by using language that’s easy to understand. Address your audience members as ‘you’ to create a stronger connection. This personalization will show you value them and what they take away from your message.
Share Data and Cite Sources
Supporting your assertions with evidence from reputable sources strengthens your authority and trustworthiness. Share data and cite credible sources, such as research studies, statistics, charts and expert opinions, to prove your thesis and enhance credibility. Remember to correctly attribute quotes, research, data, or ideas from others when you cite sources. When verifying your sources, beware of misinformation and disinformation. Consider whether the individual or organization has personal experience and a proven track record of integrity. Cross-check your facts and information and ensure your sources have solid reputations. Pay special attention to their motivations to ensure they aren’t manipulating or twisting information for their agenda but genuinely want to inform with impartial, factual information.
Be Confident and Authentic
How you deliver your speech allows you to present yourself as a credible speaker your audience can rely on for accurate and valuable information. Be open, authentic and confident when speaking to establish trust and convey your message effectively. Avoid sounding robotic or rehearsed—your audience wants to experience your genuine perspective and insight. Project confidence by maintaining good posture, eye contact and speaking with conviction. Use appropriate body language to emphasize key points and vary your tone and pace to communicate that you care about the subject matter and the audience.
Authenticity is another essential element for establishing trust. Being genuine and honest helps you connect with your listeners more deeply, making them more receptive to your message. Your passion will resonate with your audience when you share your enthusiasm for the topic. Incorporate anecdotes, personal stories and real-life examples along with visual aids like slides, photos and videos.
Increase Your Media Footprint
Organizations and groups often seek speakers recognized as experts in a specific topic. Identify websites, blogs, social media and other publications decision-makers regularly read and target those spaces to position yourself as a knowledgeable and trustworthy source. LinkedIn is a great place to showcase your expertise in a particular area.
End on a High Note
The end of your speech significantly affects your credibility because it’s your last impression on your audience. A powerful, memorable ending summarizes your main points, bolsters your message, and offers a clear call to action. Consider answering questions after your presentation to elaborate on your message and content and demonstrate your commitment to your audience’s takeaways.
Whether you aim to inspire, amuse, motivate, persuade or inform, establishing credibility helps listeners be more open to your ideas and more likely to remember your message long after your presentation.
Anne Evenson is a native Austinite and a proud Veteran’s spouse with over 20 years of marketing, communications and program coordination experience in the public, private and nonprofit sectors. She is also a sculptor, jeweler and all-around dabbler in the arts and loves to help military-connected individuals discover their inner creativity.
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