Whether leading a meeting, proposing a new ad campaign, or participating in a discussion, we all face the challenge of persuasion. People believe people they like, people who are trustworthy, and people who demonstrate expertise. Consider the following tips to establish and maintain your credibility with any group.


Respond Rather Than React

Reacting to comments or a situation implies a knee-jerk, uncontrolled response without thought to the implications or results. Responding to someone's comments or a specific situation means a deliberate, thoughtful response that leads to a result you intend.


Defend Ideas Without Being Defensive

Defending ideas shows commitment and analytical fore thought. Defending your position to others in such a way as to convince them to come around to your view is almost always appro priate, as long as you are straightforward in your words and even-tempered in your tone.


Being defensive, on the other hand, puts people in a negative light. The defensive person steps into the arena of emotion, responding with excuses and fears. Moving away from logic, a defensive person moves away from credibility with listeners.


Be Firm, but Not Inflexible

You want to state opinions convincingly and forcefully so that you can influence others-if that's your goal. Be firm enough that people don't consider you wishy-washy, but don't disregard what others say or feel. Your topic, your timing, and your temperament should display the appropriate firmness and flexibility in any given situation.


The higher your credibility, the greater impact your message will have.