credibility- ethos
- evidence: making your advice valid and persuasive.
- primary source: you client originated the work. even the shares are considered primary source, becasue they are creating the aggregate
- Secondary Source: written by scholars or experts in the field writing about the thing in which you are writing about. Use two from class. For example New Media. They are important because show you are not the only one with those thoughts, show complex theory behind thoughts, creating a network of research, and shows that you have done the homework and are informed.
- Informed: look better to your reader.
