Building credibility by using compelling evidence

Communication Skill Community Communications - Communicating To External Stakeholders

 

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 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 organization’s ability to financial support current workforce levels. 

 

Before using testimony, ask: