How to Make Yourself a More Credible Speaker

As a business person, your speaking credibility can literally make or break a deal. Yet what exactly does credibility mean? How can you enhance your speaking credibility?

Written Feb 12, 2009, read 12774 times since then.

Back in 1974, a team of researchers (McCroskey, Holdridge, and Toomb) identified five dimensions of credibility in public speaking. Interestingly, these same dimensions have been since used to measure the credibility of managers, workplaces, job performance, and even Wikipedia entries.

I’m going to give you a survey based on these dimensions of credibility. Instead of simply reading the information, please develop a mental scale from “1” to “5” for each dimension. (1 signifies “I am weak in this area,” 5 means “I feel very confident with this,” and 3 means “I’m somewhere in the middle.”) Rate yourself on each dimension using this scale.

When you finish the mini-survey, I’ll provide some suggestions for “pumping up” those elements which you found weak. Be honest with your answers—remember, all you can do is improve!

Rate Yourself: Five Dimensions of Speaker Credibility

Competence: The degree to which your audience perceives you to be an expert in the specific topic of your presentation. (Rate yourself 1-5.)

Character: The degree to which your audience perceives you to be a reliable, essentially trustworthy message source. (Rate yourself 1-5.)

Composure: The degree to which you are perceived as being able to maintain emotional control. (Rate yourself 1-5.)

Extroversion: The degree to which your audience perceives you as being bold, outgoing, and dynamic. (Rate yourself 1-5.)

Sociability: The degree to which the audience perceives you as being someone with whom they could be friends. (Rate yourself 1-5.)

What do you notice about all five dimensions? They all focus on how your audience perceives you. This presents a challenge, as none of us can actually control others’ perceptions. However, by identifying where you fall with each of the dimensions, you gain insights into your behaviors. Changing these behaviors will positively impact the perceptions others have of you as a speaker.

Which Dimensions Did You Rate the Lowest?

These helpful guidelines provide strategies to strengthen each dimension of your credibility.

Actions you can take to increase your Competence as a speaker:

• REALLY know your stuff in this area.
• If hit with a question you can’t answer, say, “I don’t know,” do your research, and follow up with that questioner after the presentation.
• Get a well-respected person to introduce you: “I’m impressed with Bill. He has really done his homework and has important things to share.”

Actions you can take to increase your Character as a speaker:

• Never fudge the facts.
• Shun rumors and gossip.
• Be aware that your over-all reputation precedes you to the podium.

Actions you can take to increase your Composure as a speaker:

• Practice the speech 5-7 times in front of a mirror, like the experts do.
• Close your eyes. Visualize giving the speech expertly, especially the hard parts.
• Ask a friend to try to say something to knock you off balance emotionally when you least expect it. (Don’t go too far with this—remember that no one has died!) Respond with equilibrium.

Actions you can take to increase your Extroversion as a speaker (Challenging all introverts!)

• Become more aware of your posture. Make yourself taller and take up more physical space.
• Practice standing with your arms softly bent at the elbow, hands open in an inviting gesture.
• Practice projecting your voice so that it hits the opposite wall. (This may sound like shouting to you.)
• Send some energy up to your face. Allow your face to bask in a “shot” of energy from your gut. This will animate your face and probably cause you to smile. Good!

Actions you can take to increase your Sociability as a speaker:

• Think of the audience as a very friendly mass that wants you to succeed. (It may help NOT to think of the audience as being made up of individuals, but instead as a mass of positive, supportive energy.)
• Tell yourself several times before your speech: “They are my friends. I like them. They like me.” Curiously, your brain will believe you even if you’ve never met anyone in the audience before.
• Enjoy! You’ve done your homework, so loosen up.

In Conclusion

Credibility: your success depends on it. Try pumping up these five dimensions--you'll experience a positive change n how your audience perceives you.

Learn more about the author, Guila Muir.

Posted by Terry Murphy, Southamption, Hampshire United Kingdom | Feb 13, 2009

Great, very practical and easy to adopt. Even experienced and polished speakers can benefit from reading and re-visiting these ideas.

Well done and thnx...
Posted by Kate Phillips, Seattle, Washington | Feb 13, 2009

Great tips and questions, thanks Guila!

In a similar vein, one of my mentors, speaker and trainer Callan Rush says that there are two main factors that people look for when determining to trust you/believe you/buy from you: 1. Expertise (like Competence - do you know your stuff?) 2. Humanity (are you likeable, approachable, authentic?) This probably encompasses your #2-5, although it's nice to have it broken down!

Kate

Stop the Money Drama.
Posted by Mark Combs, Fernandina Beach, Florida | Feb 13, 2009

Enjoyable article.

I think one of the things that regrettably leads to me losing interest in a speaker fast is when I perceive either consciously or subconsciously that they have a lack of confidence when it comes to their subject matter. Nothing screams poorly prepared louder.

I also lose my grip on the rope of attention when they fail to exude any charisma or "presence"
Posted by Amanda Roe, ND, Portland, Oregon | Feb 13, 2009

I loved this! I'm always looking for ways to improve my lectures----I teach Obstetrics to a class of 20-somethings, mostly guys who are way more interested in sports medicine than anything I have to say. It's nice to have refreshing ideas on how to connect with them, even though the subject matter may not.
Posted by Dave Hayden, Burleson, Texas | Feb 13, 2009

Very nice. As an active Toastmaster, it is always great to read excellent tips on public speaking.

I also think, another important key is to have someone evaluate your presentations. Assuming, of course they can be very honest and descriptive about what they liked and didn't like.

But one evaluator is not enough.

Everyone has a preferred style. Having more evaluators rate you on your performance will greatly improve your presentations.

Nice Job
Posted by Sharon Gray, Seattle, Washington | Feb 13, 2009

I loved the comment about the "shot" of energy to the face... In Chinese medicine, we call this "Shen." This not only makes us feel more energized, but changes our physical appearance as well, making us look more present and animated (and a lot more credible).

Great tips, Guila- I will certainly keep these in mind in my constant effort to improve my speaking skills, whether I am teaching in the kitchen or one-on-one in the treatment room... Thanks so much! Sharon
Posted by Phil Germer, Kent, Washington | Feb 13, 2009

Thanks Guila,

I appreciate your comments and want to add that Passion is very important when you are speaking. Not only being knowledgeable but is the speaker passionate about their subject. Do they believe it and practice it in real life. When you hear someone talk from passion and excitement it just expands.

Again thanks for this article, I enjoyed it.

Phil
Posted by Jack Fecker, Seattle, Washington | Feb 13, 2009

Great advice. I always try to put myself in the presentation by telling a story about myself. It even works better if I can tell where I made a stupid mistake. Learned this in Toastmasters. A great place to practice.

Jack

100 Ideas an Hour
Posted by Carole Freeman, Kirkland, Washington | Feb 14, 2009

Thanks for putting it all together for us, Guila! I like your rating scale. The areas you hit made me realize why I like to speak to groups so much and why I generally get a good reception. Now I can fine-tune my weaker areas and become an even better speaker! Thank you.

Carole
Posted by Dennis Dilday, Everett, Washington | Feb 14, 2009

Well said Guila - there's nothing like knowing what you are talking about to boost your confidence.

And I as I learned in my first Dale Carnegie course many many years ago, you have to earn the right to speak on a subject (by knowing what you're talking about).

A well written article. Thanks.

Activator Methods Chiropractic Technic in Everett, WA
Posted by Jezra Kaye, Brooklyn, New York | Feb 20, 2009

Great advice! To sociability, I would add: Come early to the venue and observe your audience mingling, working together or listening to another speaker. You'll see them as people, and also create a shared experience ("as Bob said this morning..."). Plus it gives you time to "settle in" before you take the stage.
Posted by Peggy Dolane, Seattle, Washington | Feb 21, 2009

Love this! I just can't get over stage fright. I used to think it was because I was young. But I don't seem to be outgrowing it. I'd love advice beyond -- practice. I do that, but I never feel natural/relaxed.
Posted by Guila Muir, Seattle, Washington | Feb 24, 2009

Hi, Peggy. Thanks for writing! I have an article for you that deals with stage fright! Sorry the link is so long. It also seems that I can't make the link come alive here on BizNik.

Oh well-can you copy and paste? The article's worth it!!

http://guilamuir.com/ideasource/2008/03/34i-thought-i%E2%80%99d-die34-how-to-deal-with-stage-fright/#more-48
Posted by Terra Vita, Los Angeles, California | Feb 06, 2010

Great article and well thought out. Thanks.
Posted by suresh gupta, hyderabad, Andhra Pradesh India | Apr 03, 2010

thanks