Public Speaking

Consider Your Audience’s Perception of You (^77)
regarding them. Their evaluations begin before your speech, they’re modified while you
speak, and they lead to a lasting impression after you finish.^26

Be Aware of Prior Credibility

If a famous historian comes to campus, you expect her to be an expert on the era and

characters she writes about. In the workplace, if two employees report on a project

they’ve worked on for six months, you assume they know what they are talking about.

This type of credibility—the speakers’ reputation or expertise that makes them believ-

able even before they say a word—is called prior or extrinsic credibility. Practically

speaking, you will lack prior credibility in your classroom, unless for some reason your

classmates know something about you that links you to the topic. Consequently, estab-

lish a connection between yourself and your topic in the introduction. (The Diversity in

Practice box provides some cross-cultural information on prior credibility.)

Demonstrate Credibility in Your Speech

Demonstrated or intrinsic credibility becomes evident as you give your speech.

Think back to the historian. If she seemed unsure about a detail that you even know,

you’d probably decide she was not as expert her reputation suggested. Or consider what

would happen if those employees were unable to answer questions about the material in

their reports. Their overall credibility would suffer.

When an audience evaluates your credibility, they look for evidence that you are

knowledgeable about your subject. Consequently, it is important to do careful research

and cite your sources. Define unfamiliar terminology, give examples, tell your personal

experiences with the subject, and otherwise show your thorough understanding of the

subject. Finally, be prepared to answer questions afterward.

prior or extrinsic credibility

credibility that speakers

bring to the speech because

of their experience and

reputation

demonstrated or intrinsic

credibility obvious knowl-

edge the speaker shows dur-

ing the speech

Diversity

in praCtiCe

Credibility in Other Cultures

Cultures vary in their perceptions of prior credibility. Age and gender are fac-

tors in some Native American cultures. When “saying a few words” is necessary,

younger men and women seek out older men to speak for them. Tribal elders

scolded one young woman for not knowing how to act; she broke tribal traditions

by speaking for herself and her husband on a public occasion.^27

In Kenya, credibility is linked to wealth, social status, education, age, and eth-

nicity. Wealth comes in the form of wives, children, cattle, or money, but wealth in

itself is not the only criterion for respect. The more credible speakers are people

who have used their wealth to help others. Furthermore, unmarried men or men

with few children or no sons lack authority, especially in rural areas. In a country

made up of forty distinct groups, members of certain ethnic groups have higher

overall credibility.^28

Age can also affect audience views of credibility. In the United States, youth

and fresh ideas are celebrated. In contrast, listeners in cultures that respect the

wisdom and experience that come with age pay less attention to youth and more

attention to their elders. Be aware of potential differences whenever you adapt to

a culturally diverse audience.

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