Building credibility by using compelling evidence
Communication Skill Community Communications -
Communicating To External Stakeholders
Credibility of a speakers or writers message depends largely upon
the quality and quantity of evidence used to support her/his claims.
External
stakeholders will be particularly skeptical about the information presented by an organization , particularly where their money, time and/or safety is involved.
Therefore, it is imperative that you provide solid support for the messages you create for
outside audiences.
Supporting
materials should clarify and offer proof for the arguments you make.
Listed below
are some of the most common types of supporting material.
Illustrations: A type of example that uses a
detailed story to explain or clarify. They are not intended to provide proof. For
example, you could explain how your organization provides
extensive training and apprenticeships for field representatives, ensuring their value to
the organization.
Specific Instances: Short examples that
clarify or prove a point. They provide a way to say a lot quickly in a way that makes the
topic relevant to the audience. For example, you could explain how one manager who
did not receive a pay raise for five years, but gave up her first raise so that her team
members could receive larger pay increases.
Statistics: Numerical data arranged to show
a trend, correlation, or relationship. Statistics serve as a measurement and are often
used as proof. For example, you could provide numerical data which shows how your
organization has maintained workforce levels during times of financial
distress.
Analogies: A comparison between an
unfamiliar concept and a familiar one to clarify a concept that might otherwise be
difficult to understand. For example, you could compare your organizations transition to a deregulated market with similar examples in New Zealand
where workforce levels were maintained.
Testimony: A statement or endorsement given
by someone who has a logical connection to the topic and who is a credible source.
Testimony can be used to either clarify or prove and is often used by referring to the
research of experts. For example, you could quote a study conducted by an
independent auditing organization which con organizations your organizations
ability to financial support current workforce levels.
Before using testimony, ask:
- Is the material quoted accurately?
- Is the source biased, or perceived
as biased?
- Is the source competent in the
field being consulted?
- Is the information current?