Some communicators stand to benefit personally if they succeed in persuading their audience. For example, a former homeland security official who advocated full-body scanners at airports was a consultant for a company that made these devices, and a health economist who discussed government health care policies had a contract with the government.26 Audience members will understandably feel cheated if such potential conflicts of interest are not disclosed because such facts are relevant to their decision of whether to believe a speaker. Therefore, you should practice full disclosure to your audience. This means that you acknowledge any vested interest you may have in your topic. For example, if you’d receive extra credit for persuading students to participate in a professor’s study, your audience members deserve to know that information. They also will be more likely to respect you if you’re honest enough to reveal such biases.
