Learning Objectives LO1.1 Explain the importance of establishing credibility for business communication. LO1.2 Describe how competence, caring, and character affect your credibility as a communicator. LO1.3 Define and explain business ethics, corporate values, and personal values. LO1.4 Explain the FAIR approach to ethical business communications. PowerPoint Notes and Outline Slide 1-3 In most business situations, others make judgments about what you say, write, and do based on your credibility. Business communications occur in the context of working relationships, all of which depend on trust. Credibility has always been important to business relationships, yet its importance has grown in recent years with an increasingly interdependent, knowledge-based workplace. Slide 1-4 Given the high-profile business misdeeds in recent years (i.e., SNC-Lavalin, Bombardier, Volkswagen, and Boeing), trust in businesses and business executives has dropped to all-time lows. As depicted in Figure 1.1, the trust extended by Canadians to business leaders is far lower than the trust extended to members of other selected professions.