To me it's credibility. We achieve higher levels of credibility when we check and recheck our facts to make sure that they are accurate. I expect those who relay accurate facts to project a professional image both in the manner in which they write (free of spelling and grammar errors) and in their speaking demeanor. In other words, they must project a comfortable level of self confidence and a wealth of knowledge and information in their field of expertise as well as in other weighty matters surrounding their field of expertise. I would also test them on their truthfulness, objectivity and wisdom. They need to win my respect in order to be taken seriously by me. One such person that comes to mind is Dr. Brzezinski, the father of Morning Joe's co-host.