One of the most consistent expectations that we as listeners bring to any speech situation is that the speaker will be honest and straightforward with us. Why else give our attention to someone unless we believe that he or she is sincere? Yet, while we assume an attitude of trust, we instinctively remain alert to hints that might signal dishonesty. As we listen to the actual words the speaker utters, for example, we are simultaneously evaluating his or her posture, tone of voice, gaze, and other potential markers of sincerity or lack thereof, including the types of evidence the speaker presents. If we are honest with ourselves, we are also examining our own potential biases or preconceptions toward the speaker and message.

How can you ensure that your listeners will find you worthy of their trust? As ethicist Michael Josephson has noted, there are both practical and moral reasons for maintaining an ethical stance in public speaking.¹ At the practical level, you must establish credibility with listeners before they will accept your message. Credibility is based on trust, honesty, and believability. You also have a moral obligation to treat your listeners with respect—to behave ethically toward them.