This document provides guidance on building credibility when presenting persuasive messages or proposals. It discusses the importance of credibility and having trustworthy, believable sources. The document advises appearing knowledgeable on the topic while also appearing dynamic and excited. It also discusses evaluating internet sources based on their top-level domains as well as citing sources using APA style with in-text citations and a references page.

1. Build Credibility Week 5

2. Review:
•When do write persuasive
messages?
•What is the primary purpose of
it?
•What techniques do we use?

3. Credibility
• credible (adj.): believable, trustworthy
• credibility (n.): integrity, reliability
• incredulous (adj.): unbelievable, unreliable
A business proposal must have multiple credible sources as
your opposition will attempt to destroy your credibility and
prove your statements incredulous.

4. Are you credible?

5. Are you credible?
 Do you appear trustworthy?
 Do you appear dynamic and excited about your
proposal?
 Do you have expertise and knowledge?
 Will your audience identify with your message?

6. Evaluating Internet Sources
Top level domains that provide useful clues about a site’s focus and function:
.com - A commercial site. The primary function is to make money.
.edu - A site affiliated with an educational institution.
.gov - A government site. It presents trustworthy information (statistics, facts,
reports), but the interpretive materials may be less useful.
.mil - A military site. The technical information on these sites is consistently useful,
but interpretive material tends to justify a single, pro-military position.

7. Evaluating Internet Sources
.museum - can be either nonprofit or for-profit institutions, consider the
purpose that the particular museum serves.
.org - An organization site. Because organizations seek to advance
political, social, financial, educational, and other specific agendas, review
these materials with care.

8. APA (American Psychological
Association) Style
 All citations should come in the form of an “APA citation
sandwich”:
Signal phrase + + citation
For example:
According to Robbins (2010), President of Travel Trends, Inc., a
market research company specializing in the tourism industry, in
some popular resort towns the hotel vacancy rate for the week of
Christmas 2009 was 35% higher than in 2008. Robbins claims that
“doing well” in the recession often just means staying afloat in
whatever way possible. (para. 3).
Research
(quote or paraphrase)

9. A direct quotation from a source
A summary of the source or a
particular section of the source
Your comments on, or reactions
to, the source

10. Quoting and
Paraphrasing
• All research papers contain
information from other sources.
When you use information that has
been previously published by
someone else, it is important that
you avoid plagiarism – presenting
someone else's ideas as your own.
(Plagiarism is not just cheating; it is
also stealing.)

11. direct quotes
When you use a direct quote, you copy and
reference the exact word/s of the author
into your writing. A direct quote may be:
 One word
 A phrase or part of a sentence
 A sentence
 A group of sentences

12. Exercise 1: Identifying direct quotes
Read this paragraph and note the direct quotes:

14. For ALL quotes:
 Use the exact words of the author
 Make sure your quotation blends with
the sentence
 Use strong or weak author to
acknowledge the source
 Use reporting words or phrases to
integrate the quote into your writing
 Reference your source of information

15. Acceptable/unacceptable quotes
One student read Graddol's article and wanted to
use Graddol's ideas in her assignment. The extract
on the right is what she wrote.
The student's writing is unacceptable. She has copied the
last part of the sentence word for word.

16. Her second attempt
The student's writing is still
unacceptable. This time she has
used quotation
marks but she has not quoted
accurately.
Her third attempt
This time the student has quoted correctly, because she
• used quotation marks
• copied the exact words
• gave reference details.

17. Short
Quotations
(Less Than 40
Words):
A large portion of the internet cannot be accessed through
Google. In fact, no search engine “comes even close to
indexing all the pages on the web” (Lucas, 2001, p. 28).

18. Long
Quotations (40
Words or
More):
Morrison (1998) uses specific details to draw the reader
into the scene:
Three cars, say, a ’53 Bel Air, green with cream-
colored interior, license number 085 B, six
cylinders, double moulding on rear fender
pontoon, Power glide two-speed automatic
transmission; and say a ’49 Dodge Wayfarer, black,
cracked rear window, fender skirts, fluid drive,
checkerboard grille; and a ’53 Oldsmobile with
Arkansas plates. The drivers slow down, put their
heads out the windows and holler. Their eyes
crinkled in mischief the drove around the girls,
making U-turns and K’s, churning up grass seed in
front of the houses, flushing cats in front of Ace’s
Grocery Store. Circling. (p. 12-13)
While the details of this passage are rich and accurate,
they are not clichéd.

19. Paraphrasing
One student wanted to use John Lennon's ideas in his assignment.
The extract on the right is what he wrote.
The student's writing is unacceptable. He has quoted John Lennon word for word
without quotation marks. It is insufficient to simply provide a reference without
also indicating that words are a quotation.

20. His lecturer told him he should paraphrase Lennon
(change Lennon's words), so this is what he wrote.
The student's writing is still unacceptable. He has changed some
words, but the structure of the sentences is the same.

21. He tried again.
When you paraphrase someone else's information or ideas, you should
• keep the meaning
• change the word order
• change most of the words
• give reference details.

22. Practice

23. Summarising
 The extract on the left is about the traditional Aboriginal
owners of the Sydney region. It is from the City of Sydney
website.
 One student wanted to summarise this information for his
assignment. The extract on the right is what he wrote.
This student's summary is unacceptable. It does not acknowledge the City of Sydney
as the source of the information.

24. He tried again.
Now the student's writing is acceptable. He has acknowledged that
the City of Sydney is the source of this information.

25. When you
summarise
someone
else's
information or
ideas, you
should
keep the author's main ideas
avoid simply copying the author's
words
make it clear which ideas are the
author's and which are your own
give reference details.

26. Practice

27. Referencing
 The extract on the left was written by Manktelow and
published in The Sydney Morning Herald in 2006.
 One student read Manktelow's article and wanted to
use some of his information in his UTS assignment. The
extract on the right is what he wrote.
The student's writing is unacceptable. He has summarised what Manktelow wrote,
but he has not acknowledged the source of the ideas.

28. He tried again.
Now the student's writing is acceptable. He has provided all the
information that is necessary in the body of his assignment. He will
write the full details for the reference in a list at the end of the
assignment along with all the other references he has used.

29. When you are referring to someone else's ideas in
your writing, you should
make it clear which ideas are the author's and
which are your own
give the author's surname
give the year of publication
give the page number (unless you are referring
to ideas presented in the publication as a
whole).

30. In-Text
Citation
Paraphrase
Maracana, located in Rio de Janeiro, is
the largest soccer stadium in the world
(Luxner, 2005).
Quote from a Source with Page Numbers
At least one study has shown that “the
genetic architecture of basal female mating
discrimination is different from that of
reinforced mating discrimination” (Ortiz-
Barrientos, Counterman, & Noor, 2004, p.
2261).

31. Quote from a
Source with
No Page
Numbers
As Gibbs & Soares have stated, “an influenza
pandemic, by definition, occurs only when the
influenza virus mutates into something
dangerously unfamiliar to our immune
systems and yet is able to jump from person
to person through a sneeze, cough or touch”
(2005).

32. Quote from a
Source with
No Page
Numbers &
No Author
Listed
The logging of forest biomes has resulted in
“hundreds of species of plants and animals
disappearing from the planet on a daily basis”
(Forest biomes, 2002).

33. Source with
an
Organization
as Author
“Traumatic brain injury (TBI) … occurs when a
sudden trauma causes damage to the brain”
(National Institute of Neurological Disorders
and Stroke [NINDS], 2005). Such an injury
could result from an automobile collision, a
fall, or a sports accident. Any person who has
suffered a blow to the head and is showing
symptoms of more than mild TBI should be
rushed to the hospital. While there are few
cures for TBI, immediate medical attention
can prevent further injuries (NINDS, 2005).

34. Personal Communication
Dr. J. R. Thompson of the University of
Tennessee confirmed by email that
superconductors have tremendous potential for
saving energy by improving the efficiency of
electrical systems (personal communication,
September 3, 2005)

35. References Page

36. Print Sources

37. Online Database Sources

38. Internet / Web Page Sources

39. Internet / Web Page Sources