An image is the impression of a person, company or institution that is held by one or more publics. An image is not a picture, that is, it is not a detailed representation: it is, rather, a few details softened with the fuzziness of perception.
Entrepreneurs, in some cases CEOs, help define an organization’s image with internal and external stakeholders. Internally, CEOs provide symbolic leadership and personify the organization to members through communication, actions, and values (Grunig, 1993). The importance of the CEO in communications and image making with external stakeholders has long been acknowledged by practitioners and academics. The job description for business leaders has broadened in scope and complexity over time (Pincus, 1987), and many CEOs now see themselves as the chief spokespersons for their organizations, personifying what their companies stand for with external constituencies (Bonfield, 1980; Garbett, 1988; Gaines-Ross, 2000).
Today, being visible and attempting to favorably shape company image with external audiences has become an “unwritten part of every CEOs job description” (Garbett, 1988: 246). A number of researchers suggest that the CEO’s image plays a significant role in determining a company’s image (Gaines-Ross, 2000; Garbett, 1988; Mazur, 1999). Garbett (1988) contended that the CEO’s own personality and style shape the personality of the entire organization, whereas Gary and Balmer (1998) argued that the voice of the CEO—literally the voice of the organization—reflects the image of the entire organization.
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2.2 Previous Studies on Jobs
Jobs, as one of the most recognized businessmen in the world, was studied in many fields, for instance, management, leadership studies, organizational behavior, communication etc. According to existing literature, we found that Jobs, known as a presentation wizard and charismatic business leader, was most studied for his presentation skills and leadership style.
Gallo, the communication skills coach and Business Week Columnist, wrote a book studying Jobs’s presentation skills, the title of which is The Presentation Secret of Jobs: How to
