May 13

Competent speakers seem informed, intelligent, and well prepared. You can build a perception of your competence by selecting topics that you already know something about and by doing the research necessary to qualify you a responsible speaker. You can further enhance your competence by quoting experts and authoritative sources who support your position.
For example, you are speaking on the link between nutrition and heart disease, you might quote a prominent medical specialist or a publication of the American Heart Association: “Dr. Milas Peterson heads the Heart Institute at Harvard University. During his visit to our campus last week, I spoke with him about this point. He told me. . .“
Note the competence-related elements here:
I The speaker cited the qualifications of the expert and his connection a prestigious institution.
I The quotation contains the most recent information. The connection between the expert and the speaker is direct and personal, suggesting a favorable association. I The speaker demonstrates that he or she has prepared carefully for the speech by interviewing a visiting expert. When you cite authoritative sources in this way, you are “borrowing” their ethos to enhance your own as you strengthen the points you make in the speech. Remember, though, that borrowed ethos enhances but does not your ethos. Personal experience related as stories or examples can also help a speech seem authentic, bring it to life, and make you seem more competent. “Been there, done that” can be a very effective technique. Your competence will be further enhanced if your speech is well organized, if you use language ably and correctly, and if you make a polished presentation.