The following strategies can help speakers convince their listeners that they deserve trust and respect:

1. Dress the part.
2. Look at the audience.
3. Speak loudly, clearly, and confidently.
4. State your credentials.
5. Reveal a personal connection to your topic.
6. Establish common ground with your audience.

Ethos (Credibility), or ethical appeal, means convincing by the character of the author. We tend to believe people whom we respect.

This means to show the reader knowledge about the topic. Explain how you came to know that information. It could be from personal experience, for example in the workplace. But, most of the time, the way to establish credibility is from using excellent research.

Consider the following tips:

1. Give Respect, Earn Respect. Respect works two ways, i.e., you earn it only when you give it.
2. Trust Is an Essential Asset.
3. Your Loyalty Goes a Long Way.
4. Be Accountable for Your Actions.
5. Focus on Your Goals and Beyond.
6. Do Not Speak, Act!
7. Be an Expert at What You Do.
8. Keep Learning.

99 Simple Things That Will Help You Build Trust and Credibility

1. Lead by example. Your strongest testimonial is your own personal example.
2. Say what you mean and mean what you say.
3. Show commitment.
4. Share your character.
5. Follow through on your promises.
6. Manage complexity.
7. Have integrity.
8. Clarify expectations.

Credibility is whether others believe and trust it. Business partners and potential customers must believe you have BOTH to decide to put their faith in you and your company. If they don’t, they will just never really “buy” what you are selling—whether that is a promise or a product or service.

Scholars tend to agree that credibility is a perceived quality and has two key components: trustworthiness and expertise.

Examine each information source you locate and assess sources using the following criteria:

1. Timeliness. Your resources need to be recent enough for your topic.
2. Authority. Does the information come from an author or organization that has authority to speak on your topic?
3. Audience.
4. Relevance.
5. Perspective.

In the past fiscal year, Wikimedia received more than $80 million in donations and other contributions.

But is the website on the brink of bankruptcy? The answer is no. Run by non-profit Wikimedia Foundation, Wikipedia’s balancesheet looks quite healthy. In fact, its donations have increased many folds in the last seventeen years.

The donations allow Wikipedia to maintain its neutral tone and non-commercial style. In addition, the organization needs the money to cover the expenses associated with its internal operations, such as updating the website or providing staff new learning and training opportunities.