Real Communication An Introduction

Chapter 12  Preparing and Researching Presentations 363

incorruptibility, the ability to avoid compromise for the sake of personal gain
(Gudykunst, Ting-Toomey, Sudweeks, & Stewart, 1995). Basic rules for ethical
speaking require that we adhere to four principles: we should strive to be trust-
worthy, respectful, responsible, and fair in our speeches (Day, 1997).

c Trustworthiness refers to being honest with your audience about the goal of

your message and providing accurate information.

c By treating people right, you are showing respect. In public speaking, respect

is shown by focusing on issues rather than on personalities, allowing the audi-

ence the power of choice, and avoiding excluding the audience in discussions.

c As a responsible public speaker, it is your job to consider the topic and pur-

pose of the speech, evidence and reasoning of the arguments, accuracy of

your message, and honest use of emotional appeals.

c Ethical public speakers must be fair by presenting alternative and opposing
views to the audience. A fair speaker will not deny the audience the right to
make informed decisions.

Steve Jobs

At the beginning of this chapter, we talked about how the late

Steve Jobs’s careful preparation and intimate knowledge of his

projects enabled him to be a powerful public speaker on behalf of

his company. Let’s take a look at his presentation skills in light of

what we’ve learned in this chapter.

c Clearly, Steve Jobs enjoyed technology. But he also knew the importance of

preparation and practice. If he relied entirely on presentation aids, he would

have fallen flat during inevitable technical glitches. His research and prepa-

ration shined brighter than this presentation technology.

c Jobs also knew his audience. His audience of Apple fans was always eager

to hear what he had to say and see what he had to show. He didn’t bother

talking about competing products, because he knew the crowd was more

interested in hearing about Apple products.

c Prior exposure played a role in the way Jobs presented his products. The

original iPod, launched in 2001 along with the iTunes Store, was a revolu-

tionary device, and Jobs’s presentation was full of surprises for his audience.

When introducing later iterations of the device, Jobs focused only on new

features and options.

c The company also limits prior exposure by maintaining a high level of

secrecy about products in development. When Jobs introduced a new prod-

uct, there was little chance that the crowd had already heard anything more

than rumors about it beforehand, which affected how Jobs presented infor-

mation to the audience.

S

Ah

BACK TO

Consider your own per-

sonal opinions about ethi-

cal speaking. Would you

add anything to the four

principles noted here? If

so, what characteristics

would you cite?

AND YOU?