Credibility

  • Edward Elder
Chapter
First Online:
Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)

Abstract

This chapter outlines the two communication goals governing leaders should target in order to promote their credibility—communicate honesty as well as communicate authenticity and relatability. It will examine how effectively US President Barack Obama and New Zealand Prime Minister John Key used such communication during their first terms in political office against the Contemporary Governing Leaders’ Communication Model to better understand if and how these qualities were being promoted effectively by contemporary governing leaders, while simultaneously illustrating this part of the Contemporary Governing Leaders’ Communication Model in practice.

Keywords

Personality/non-political personality Authenticity Relatability Honesty 
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Copyright information

© The Editor(s) (if applicable) and The Author(s) 2016

Authors and Affiliations

  • Edward Elder
    • 1
  1. 1.University of AucklandAucklandNew Zealand

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