1. B UILDING CREDIBILITY BY USING COMPELLING EVIDENCE Communication Skill Community Communications Communicating To External Stakeholders

2. B UILDING CREDIBILITY BY USING COMPELLING EVIDENCE Credibility of a speaker’s or writer’s 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 ahead are some of the most common types of supporting material.

3. I LLUSTRATIONS 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 company.

4. S PECIFIC I NSTANCES 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.

5. S TATISTICS 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.

6. A NALOGIES 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 effort to improve communication with stakeholders to the effort of an advocate to understand the requirement of her client so that she can better defend the interests of the client.

7. T ESTIMONY 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 firm which confirms your organization’s ability to financial support current workforce and service levels.

8. B EFORE 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?