Once the person have formulated what to accomplish (that is, stated your objective and chosen the appropriate style to accomplish it), consider your audience’s perception of you. In other words, consider your own credibility; their belief, confidence, and faith in you. Their perception of you has a tremendous impact on how you will communicate with them.
Five factors- based on social theorists French, Raven, and Kotter- affect your credibility: (1)rank, (2)goodwill, (3)expertise, (4)image, and (5) shared values. Once you understand these factors, you can enhance your credibility by stressing your initial credibility and by increasing your acquired credibility.
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