Credibility is perceived believability or trustworthiness of a source, message, or performance. Assessments may draw on expertise, honesty, consistency, evidence, or other features, with the relevant criteria depending on what is being assessed and on the audience making the judgment.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.