What are the Credibility factors

Public relations scores heavily on credibility factors. This is as receivers perceive the third party as unbiased and to be endorsing the offering. They view third party's comments as objective and trustworthy in the context of media in which comments appear.

At a broad level, advertising, sales promotion and to a slightly lesser extent, personal selling are tools which can lack credibility, as perceived by target audience. Due to this, organisations often use celebrities and 'experts' to endorse their offerings. Credibility of the spokesperson is intended to distract receiver from the sponsor's prime objective, which is to sell the offering. Credibility is an important aspect of communication process and of marketing communications.