BCEN 3510, Business Communication

Chapter 1: Establishing Credibility

Establishing Credibility

• Credibility is your reputation for being trustworthy.

• Trustworthy– To perform your work with excellence– To care about those you work with and for– To live by high ethical, corporate, and personal

values

Establishing Credibility

• Role of Competence in Establishing Credibility• Competence: Knowledge and skills needed– to accomplish business tasks– to approach business problems, and– to get the job done

Establishing Credibility

• Competence can be developed– Through study– Observation– Practice– Real-world business experiences

• Perception of your competence is based largely on your ability to communicate ideas.

Establishing Credibility

• Role of Caring in Establishing Credibility• Caring implies– Understanding the interests of others• Communicating a “you” and “we” orientation

– Cultivating a sense of community– Demonstrating accountability• An obligation to meet the needs and wants of others• A responsibility to stakeholders, including employees

and customers

Establishing Credibility

• Role of Character in Establishing Credibility• Character refers to– Staying true to commitments made to

stakeholders– Adhering to high moral and ethical values

• Character is central to creating trust.

Establishing Credibility

• Business Ethics– Accepted beliefs and principles in the business

community for acceptable behavior• At a minimum, business ethics– Involve adhering to laws– Safeguarding confidential/proprietary information– Avoiding conflicts of interest– Refraining from accepting inappropriate gifts, etc.

Establishing Credibility

• Corporate Values– Stated and lived values of a company– Typically included in a “code of conduct”– Sarbanes-Oxley Act of 2002—requires code of

ethics for publicly traded companies• Personal Values– May or may not align with corporate values– Dilemma is created when corporate/personal

values do not coincide

Establishing Credibility

• Open and Honest Communication– Transparency is key in all communication.

(confidentiality may be required)– Dishonesty may lead to multiple problems,

including dismissal or even prosecution.

Establishing Credibility

• Fairness in Business Communication– Is your communication factual?– Have you been transparent in your

communication?– How will your communication impact

stakeholders?– Is your communication respectful?

Establishing Credibility

• Your credibility– Allows you to communicate more easily and more

influentially– Leads to less resistance from others– Increases willingness of others to cooperate– Decreases the likelihood of miscommunication

Establishing Credibility