Credibility Before Communication: Why Getting the Story Right Matters

In a world where information travels almost instantly, being first to communicate can sometimes feel more important than being right. For leaders, however, credibility is built not on speed, but on accuracy, authenticity, and the willingness to do the work before delivering a message.

Sheila Howard, Reporter, Toledo Blade

The Toledo Blade 2024 Eddy Award winner, General Assignment Reporter, Multimedia Journalist, and Book Author Ms. Sheila Howard understands that responsibility well. On Episode #29 of the PinLeader Podcast, she emphasized the importance of looking beyond what someone says and determining whether the information can be supported.

“For every story that we write, there’s investigation, there’s research,” Howard explains. “There’s not just writing the story. It’s also researching what was said.”

That principle extends far beyond journalism. Leaders regularly communicate information that shapes decisions, influences employees, affects customers, and establishes expectations. When information is incomplete, inaccurate, or passed along without verification, trust can quickly erode. A confident delivery cannot compensate for faulty facts.

Howard encourages people to “consider the source and then verify the source. Check other sources.” For leaders, that can mean resisting the temptation to immediately forward an email, repeat a statistic, respond to a rumor, or make an announcement before understanding the full picture. Credibility also depends on authenticity.

Artificial intelligence and other digital tools have made it easier than ever to produce polished communication, but leaders still need to ensure their own perspective and voice remain present. Howard sees AI as something that “can serve as inspiration,” while cautioning that relying entirely on AI-generated language risks losing authenticity.

The distinction is important. Technology can help leaders organize ideas, research topics, and communicate more efficiently, but it cannot replace judgment, responsibility, or personal ownership of a message.

Ultimately, strong communication requires more than knowing what you want to say. It requires understanding where the information came from, checking whether it is accurate, considering how it will affect others, and communicating it in a way that reflects your values.

Leaders do not have to be investigative journalists, but they can adopt the same discipline: ask questions, verify information, seek credible sources, and take responsibility for the story they ultimately tell.

Before you share your next important message, have you taken the time to make sure the story you are telling is both accurate and authentically yours?

Presented by ROAR Productions, The PinLeader™ Podcast is an interview format show hosted by Mays and Associates, Ltd. President & CEO Dr. Shanda Gore, that provides effective tips to those who are currently leaders or have a desire to become leaders. A new episode is released every Wednesday.