1. Michael Bobian Billy Krautkramer UN2001

2.  Character  Authority on issue?  Trustworthiness about certain issue  Motives addressing an issue  Examples Car guy vs. consumer reports vs. automobile ads Doctor vs. coach vs. friend  Turn to professionals

3.  Ask yourself- What does he/she know about the subject? What has he/she done to be knowledgeable about he subject? Why should I pay attention?  Audience analysis Explicit establishment Implicit establishment  Examples Professors with their schools Bureaucrats with their agencies

4.  Provide evidence to support reasonable claims  Connect to core principles  Offer respect  Admit limitations  Direction

5.  Express Connections to topic  Discuss possible conflicts of interest  Be Direct