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To gain trust and credibility, use language that is appropriate, accurate, assertive, and respectful.
Use Words Appropriately
As a rule, strive to uphold the conventional rules of grammar and usage associated with General American (GA) English, but as prepared for the ear. The more formal the occasion, the closer you will want to remain within these conventional bounds. Listeners view speakers who use General American English as more competent—though not necessarily more trustworthy or likable—than those who speak in a distinctive dialect (regional variation of speech).8
At times it may be appropriate to mix casual language, dialects, or even slang into your speech. Done carefully, the selective use of dialect, sometimes called code-switching, can imbue your speech with friendliness, humor, earthiness, honesty, and nostalgia.9 The key is to ensure that your meaning is clear and your use is appropriate for your audience. Consider the following excerpt:
On the gulf where I was raised, el valle del Rio Grande in South Texas—that triangular piece of land wedged between the river y el golfo which serves as the Texas–U.S./Mexican border—is a Mexican pueblito called Hargill. 10
Use Words Accurately
Audiences lose confidence in speakers who misuse words. Check that your words mean what you intend, and beware of malapropisms—the inadvertent, incorrect uses of a word or phrase in place of one that sounds like it11 (“It’s a strange receptacle” for “It’s a strange spectacle”).
Avoid the “Shock Jock” Syndrome
“Shock Jock” is an informal term for a radio host who uses suggestive language, bathroom humor, and obscene references. These (ab)uses of language are never appropriate in a public speech event. Even those audience members who otherwise might not object to off-color material will react to it unfavorably.
Use the Active Voice
Speaking in the active rather than passive voice will make your statements clear and assertive instead of indirect and weak. Voice is the feature of verbs that indicates the subject’s relationship to the action. A verb is in the active voice when the subject performs the action, and in the passive voice when the subject is acted upon or is the receiver of the action:
| PASSIVE: | A test was announced by Ms. Carlos for Tuesday. |
| A president is elected every four years. | |
| ACTIVE: | Ms. Carlos announced a test for Tuesday. |
| The voters elect a president every four years. |
Use Culturally Sensitive and Gender-Neutral Language
Be alert to using language that reflects respect for audience members’ cultural beliefs, norms, and traditions. Review and eliminate any language that reflects unfounded assumptions, negative descriptions, or stereotypes of a given group’s age, class, gender, ability, geographic, ethnic, racial, or religious characteristics. Consider, too, whether certain seemingly well-known names and terms may be foreign to some listeners, and include brief explanations for them. Sayings specific to a certain region or group of people (termed colloquial expressions or idioms) such as “back the wrong horse” and “ballpark figure” can add color and richness to a speech, but only if listeners understand them.
Word your speech with gender-neutral language: Avoid the third-person generic masculine pronouns (his, he) in favor of inclusive pronouns such as his or her, he or she, we, our, you, your, or other gender-neutral terms (e.g., instead of “police/mailman,” use “police officer” and “mail carrier”; replace “mankind” with “humankind” or “humans” and “anchor/chairman” with “news anchor,” “chair,” . . .).