Concerning: Source Credibility.
My take home, from years of study as an communications study scholar, is this: If you cannot tell the unvarnished truth, your greatest risk will eventually lead to ---->>> zero credibility.
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For those interested, here is an superbly written, 99-page study, complete with appendice documentation, on:
Source Credibility. (See, PDF link below).
http://scholarcommons.usf.edu/cgi/vi...27&context=etd