Ethos, of Organizations

Carolyn Stevenson

According to Aristotle, ethos is defined as the credibility that the author establishes. Ethos is classified as one of three types of persuasion, the other two being logos and pathos . Ethos may be used to describe the whole person or organization. Reputation may also be considered a synonym for ethos. Organizations of all types, whether academic or business, rely on the reputation of both the organization and the individual. The key components of ethos of organizations lie in what people think about the organization's trustworthiness, competence, and ability to do the job. People promote and do business with people they like and trust. ...

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