What You Can Learn from Steve Jobs' Press Release

By Tracy DiMarino | Posted August 25, 2011 | 2 Comment(s) | Filed in: Public Relations

Have you read the press release from Steve Jobs on his resignation? If not, I suggest you do. It’s simple, straightforward and honest, and a great example for others to emulate. Here’s why we like it:

1) It Answers Questions without Added Fluff.

Without going into unnecessary details, the release succinctly fulfills its purpose by answering the two most important questions: why Jobs is resigning and what happens next. With just 149 words, readers walk away with a clear understanding of the situation.

Takeaway: Keep your releases short and to the point. Don’t bog readers down with superfluous information.

2) It is Sincere.

When reading the release, you get a sense of Jobs’ gratitude and optimism, and possibly a hint of sadness. Its sincerity and honesty is what makes it effective. Also, unlike many releases, the responses aren't canned (e.g. "we're honored..." or "we're excited...").

Takeaway: Don’t get caught up in over-embellishing, exaggerating or corporatizing. Instead, tell the truth and use language that will resonate with target audiences.

Your Thoughts?

What do you think of Steve Jobs’ release?
What other releases do you find highly effective, and why?

Steve Jobs on Conversation Agent.

Tracy DiMarino is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

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Image credit: Kominyetska

Comments

Greg Linnemanstons

August 26, 2011 at 12:41pm | Permalink

While I respect the brevity, I think he could have gone further in both explaining and inspiring, two areas that employees and stockholders could probably stand a little more energy. It feels almost too spontaneous and under-thought, and that's not the impression I would want to get or give in this situation.
Laurel Miltner

August 30, 2011 at 8:36am | Permalink

Greg,

Thanks for sharing your thoughts. I absolutely agree that additional communication is needed for internal audiences and those with investments in Apple. In fact, Apple's new CEO, Tim Cook, sent out an announcement shortly after Jobs': http://www.washingtonpost.com/business/technology/text-of-apple-ceo-tim-cooks-letter-to-employees/2011/08/26/gIQAPm3bgJ_story.html There is also a more formal announcement on the Apple site: http://www.apple.com/pr/library/2011/08/24Steve-Jobs-Resigns-as-CEO-of-Apple.html I expect to see more throughout the transition to alleviate any potential concerns from employees, shareholders or others.

Our goal with this post was simply to shed light on a very simple, straightforward and honest PR communication. Too often, organizations rely on million-dollar words, canned-sounding quotes and gobbledygook to try to get their point across in press releases, memos, and other marketing and communications materials. We saw Jobs' announcement as an example to emulate. As you pointed out, perhaps it was too brief or left some questions unanswered, but it was refreshing to see something that truly seemed to come from the person at hand, and from the heart.

Laurel
@laurelmackenzie