Initial Credibility: Initial credibility refers to audience’s perception of you before you even begin to communicate, before they ever read or hear what you have to say. Your initial credibility, then, may stem from their perception of who you are, what you present, or how you related to them previously.
As part of your communication strategy, you may want to stress or remind your audience of your initial credibility. Also, in those lucky situations in which your initial credibility is high, you may use it as a “bank account”. If people in your audience regard you highly, they may trust you even in unpopular or extreme decisions or recommendations. Just as drawing on a bank account reduces your bank balance, however, drawing on your initial credibility reduces your credibility balance; you must “deposit” more to your account, perhaps by goodwill gestures of further proof your expertise.