Develop Your Expertise

According to DeVito, competence refers to the knowledge and expertise an audience thinks you have.

Whenever possible, select a topic for which you have direct experience. Tell your story.

Be sure that you are well researched. Even if you have a great deal of experience, you need to consult with other experts to ensure that your knowledge is generalizable and consistent. If your experience is different from that of many others, you have a responsibility to share that too.

Cite a variety of research sources to demonstrate that you are objective, reliable and balanced in your reasoning. Cite your sources throughout your talk and clarify the expertise of these sources as well. By referencing other experts, you will enhance your own credibility by sharing your competence. Watch newscasters to hear how to provide oral footnotes. For instance, you'll probably say, "According to..." often.

Beebe and Beebe recommend the following tips for using citing expert opinions:

• Be certain that any authority you cite as an expert is an expert on the subject you are discussing;
• Identify your sources to ensure that your audience understands that the sources are well qualified;
• Cite unbiased authorities;
• Cite opinions that are representative of prevailing opinions;
• Quote your sources accurately; and
• Use literary quotations sparingly.

Click here to assess your credibility with your audience.