on statements. These are the first and last arguments heard by the jury or judge. In addition, they are the most memorable times during which the lawyers present their arguments and evidence directly to the jury or judge. In a study of the effectiveness of opening statements, Linz, Penrod and McDonald found a positive correlation between the attorney's communication ability and persuasion. A jury generally perceived the attorney as being more believable when the opening statement itself was credible and well-presented. The researchers note that "the more extensive or informative opening statement may have served to create a thematic framework that became an important determinant of trial verdicts." In addition to verbal communication, it may be noted that non-verbal communication is an important aspect in the persuasion process. In particular, a favorable trial outcome can be seen as being due in part to the impression created on a judge or jury by a lawyer's demeanor, confidence, and perceived experience.
Credibility of the communicator is considered to be a vital part of any attempt at persuasion. Thus, in a trial setting, the way in which the lawyer is perceived will have an
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