Credible sources

Credible sources are people that your audience trusts. Credible sources are broken down into 5 categories, in this table they are placed in order of importance:

During the COVID-19 crisis we see a lot of false information being spread by ‘people like us’ (for example, family members who still believe it’s just a ‘flu’) and ‘celebrities’ (for example Elon Musk who spreads stories of fake remedies on twitter). There is a good reason why people believe their stories more than what an expert tells them in the news: we trust them, they speak our language, and we are emotionally invested in them.