What they're doing is they're trying to give credibility to their message.

NPR: Fact-Checking the Campaign Ads

Credibility is the reality that makes a message believable.

FORBES: How To Get Your Message Across

Bercovici maintained in a message to me that this was what gave the story enough credibility to cause the riots that he blames the author (and Journalism 2.0) for.

FORBES: When Journalism 2.0 Kills

If you try to force a message point on a reporter that is of no interest to him or her as a journalist, all you are doing is destroying your credibility and making it harder for you to get your remaining message points into the story.

FORBES: What Does The Media Want? -Media Training

To preserve the credibility of U.S. anti-proliferation efforts and the message to our allies and potential adversaries that we mean business on ensuring the safe, benign global development of nuclear energy, it is essential that we view the Cienfuegos nuclear project as a litmus test of American political will for the 21st century.

CENTERFORSECURITYPOLICY: Excerpts of TESTIMONY BY ROGER W. ROBINSON, JR.

Consequently, to preserve the credibility of U.S. anti-proliferation efforts and the message to our allies and potential adversaries that we mean business on ensuring the safe, benign global development of nuclear energy, it is essential that we view the Cienfuegos nuclear project as a litmus test of American political will for the 21st century.

CENTERFORSECURITYPOLICY: CUBA AND THE JURAGUA NUCLEAR POWER COMPLEX

In a message to his European counterparts, Mr Cameron argued his government's efforts to tackle its deficit had "earned credibility and got (the UK) ahead of the markets", and eurozone leaders should now take similarly decisive action.

BBC: David Cameron urges European leaders to 'be bolder'