On Oct. 5, 2011, we lost one of the greatest technology minds of our time, Apple CEO

Steve Jobs. He succumbed to pancreatic cancer after a long fought battle and his genius will be

greatly missed.

I like everyone else knew who Jobs was but knew nothing of his back story. One would

think someone with his talents and smarts would have come from a privileged family with a

stellar educational background .What was not common knowledge to many was that he was a

child of adoption and dropped out of college after one semester due to the financial strain it was

putting on his family.

Jobs communication skills were also heralded due to his ability to make technology

accessible to everyone. In presentations Jobs never spoke in terminology only those fluent in

technology could understand, but in a simple fashion that was relatable to everyone. Stories

accompanied his presentations along with PowerPoint slides, but the way Jobs handled public

speaking is the way everyone should: in a relaxed manner, moving around, and comfortable in

his/her own skin.

Rehearsing presentations before the big day is another staple of success that made Jobs a

winner when it came to product launches. So many people do not put in enough rehearsal time

before a presentation and it shows by the stiffness in their bodies, their stilted speech and the way

they hold on to the podium for dear life.

Jobs was also a firm believer in the 10 minute rule which states audiences minds wander

after 10 minutes into a presentation so that is why he would bring in other speakers during a

presentation as well as make use of video. The “five S theory” is also one Jobs takes seriously:

keep the presentation short, simple, sweet, swift, and substantial. The products in Jobs

presentations were often the hero of whatever scenario he would come up with and a

competitor’s product the villain. He was also not afraid of using open posture, many hand

gestures, and eye contact with the audience.

Jobs was adamant about being passionate about the work one chooses to do and his

passion showed itself with every product launch. In order for your presentation to make an

impact you must be passionate about what you are speaking about.

The message overall should be the center piece, not the PowerPoint or any other tool you

choose to use. Jobs made sure his PowerPoint slides were not distractions by using very little text

on them so the audience had no choice but to follow his speech. Wordy PowerPoint slides and an

unrehearsed presentation takes away from simplicity which in Jobs opinion was “the ultimate

sophistication”.

Keeping things interesting is what will make an impression in the audience’s mind. Jobs

always surprised his audience at every presentation. Once to demonstrate how thin the MacBook

Air was he pulled out an envelope and pulled the MacBook out which of course left an

impression on the audience who was probably sitting there saying to themselves “How thin can

this computer actually be”? Well instead of telling them, he let the product speak for itself.

There are a host of Jobs presentations on the Web and a commencement address at a

Stanford graduation that everyone keeps raving about but I have yet to see in its entirety. I plan

to see these to study Jobs communications style because as someone who will be expected to

give presentations as a Public Relations professional, taking tips from someone who did it so

effortlessly would be in my best interest.

References

Fleeman, M. (2011, Oct. 7). Steve Jobs-The Private Man That Few Knew. Retrieved Oct. 11, 2011, from People.com: http://www.people.com/people/package/article/0,,20534714_20535084,00.html

Smelser, L. (2011, Oct. 6). Technical/Business Writing. Retrieved Oct. 11, 2011, from Suite 101: http://lynne-smelser.suite101.com/five-lessons-in-communication-from-steve-jobs-a392038

Velasco, D. (2011, Sept. 24). Steve Jobs: The Ultimate Communicator. Retrieved Oct. 11, 2011, from Inquirer Business: http://business.inquirer.net/21171/steve-jobs-the-ultimate-communicator

Walker, T. M. (2011, Oct. 6). Why Steve Jobs Was The Ultimate Communicator. Retrieved Oct. 11, 2011, from Forbes.com: http://lynne-smelser.suite101.com/five-lessons-in-communication-from-steve-jobs-a392038