Enhancing the credibility of the organizational spokesperson : testing the facial credibility model and its influence on the perception of organizational credibility.
Nur Arina binte Dafir.
Siti Hanna binte Ruslan.
Yeong, Chrystal Jia Yi.
Date of Issue2011
Wee Kim Wee School of Communication and Information
If the spokesperson is indeed the face of the organization, how can we utilize this important channel of communication to enhance perceptions of an organization in the midst of a crisis? While verbal strategies are important, how they are conveyed by the spokesperson, i.e., the non-verbal characteristics of the messenger, is arguably just as important. The authors have developed the new Facial Credibility Model which examines the influence of facial cues and how it affects spokesperson credibility as well as the consequent effect of source credibility on organizational perception. Our findings show that the alteration of hair colour and eyeglasses do effect the perception of spokesperson credibility and that these effects are heavily mediated by gender and crisis intensity. It was found that an increase in spokesperson credibility does not immediately translate to an equivalent increase in organization credibility. Nonetheless, the results reflect a correlation between these dimensions, implying the value of having a credible spokesperson as a channel to speak to an organization’s stakeholders, especially in times of crisis.
Final Year Project (FYP)
Nanyang Technological University