1. BCEN 3510, Business Communication
Chapter 1: Establishing Credibility

2. 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

3. 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

4. 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.

5. 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

6. 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.

7. 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.

8. 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

9. 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.

10. 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?

11. 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

12. Establishing Credibility