Beyond Words: The Power Of Communication In Executive Presence

When we think of executive presence, many people imagine confidence, authority, or even charisma. But there’s one key element underpinning all of these qualities that we sometimes overlook (perhaps because it’s a skill we use daily in every area of our lives) - communication.

We’ve all experienced situations where our message fell flat, miscommunications led to setbacks or misunderstandings, or, on the other side of the conversation, we’ve all experienced what it’s like not to feel heard. We’re constantly communicating, both inside and outside of the office, so we might take for granted how important it is to develop an executive presence. As a leader, communication is critical to your effectiveness. It’s not just about what you say but how you connect, engage, and inspire those around you. Your communication style shapes how you’re perceived, your credibility, and ultimately your impact.

Communication And Executive Presence

76% of executives believe executive presence is a critical factor in leadership effectiveness. And 60% of senior executives say they’d promote a leader with a strong executive presence over one with a better track record of achievements if their skills were comparable. (Center for Talent Innovation)

Communication is an essential component of executive presence. This makes perfect sense because you cannot lead others if you don’t know how to convey your ideas, listen, and engage your audience. Great leaders are very intentional with their message, recognizing that every word, tone, and gesture can build trust - or erode it. Your non-verbal cues, the pauses you create so others can contribute, and the way you show you’re fully present in every conversation all work together to contribute to effective communication.

One of my clients, P, was a head of marketing known for her narrative style. She had a gift for storytelling, often using vivid details that brought her ideas to life. But when she transitioned to presenting to the board, this strength held her back. The board wanted concise, data-driven insights, not long-winded narratives. P’s first presentation didn’t go as expected. Her detailed storytelling style, which worked well with her team, was overwhelming for the board, and she struggled to adapt her approach. Together, we worked on incorporating pauses into her delivery, structuring her message to lead with results, and keeping supporting details to a minimum.

WHY DOES THIS MATTER?

In leadership, communication is your tool for influence. No matter how brilliant your strategy or vision is, it may never see the light of day if you can't communicate it effectively. Effective executive communication builds trust, fosters alignment, and enables others to rally behind your ideas.

Whether you’re in the middle of a major change initiative or simply setting quarterly goals, the way you communicate can make or break your efforts. Communication directly impacts your ability to lead and achieve results.

A report from the Institute of Corporate Productivity reveals that companies with effective communication are 50% more likely to have lower employee turnover, highlighting the profound impact of communication on organizational health.

Similarly, Gallup research shows that teams with highly communicative managers are more engaged, leading to 21% greater profitability. Leaders who know how to communicate effectively foster a more engaged and aligned team, which in turn directly influences business outcomes.

For example, my client E came from a finance background, where context and detail were critical in decision-making. However, when he transitioned into an executive role, his habit of providing too much context became a liability.

His peers and senior leadership wanted succinct strategic insights that cut straight to the point. E struggled with knowing when context was needed and when it wasn’t. We worked together on stripping his communication down to the essentials. By practicing shorter, more focused messaging, E became more effective in his role, gaining the trust of his peers and superiors.

The Relationship Between Communication And Outcomes

As we’ve seen, the research shows that how you communicate directly affects outcomes both as an individual leader and as an entire organization. Which tracks, because if your team doesn’t fully understand your vision or expectations, their performance and motivation will suffer. On the flip side, clear, direct, and inspiring communication gives your team the confidence they need to execute well.

For instance, consider Satya Nadella, CEO of Microsoft. When he took the helm, Nadella recognized that creating a culture of open communication would be key to transforming the company. He emphasized empathy and listening, helping Microsoft shift from a culture of internal competition to collaboration. Nadella’s leadership, rooted in strong communication, was instrumental in Microsoft’s resurgence as a tech giant.

Mary Barra, CEO of General Motors, is another example. She demonstrated how transparency in communication can build trust during tough times. Barra navigated GM through a major recall crisis with clear, honest, and empathetic communication. Her leadership and effective communication strategy turned what could’ve been a devastating event into an opportunity to rebuild trust and strengthen the company.

When my client P transitioned into her executive role, her ability to adapt her communication style - leading with results and providing concise, strategic insights - allowed her to rebuild trust with the board. We worked on preparing key points ahead of time and focusing on succinct, high-level overviews during presentations. P regained her confidence by practicing eye contact, slowing down her speech, and rehearsing with a peer. The board and management eventually regained confidence in her, trusting her insights and presentations.

Flexible Communication

As an executive, it’s essential to understand that communicating in different settings will require a different approach. You must learn how to adapt your communication to meet the needs of your audience, to be flexible with your style - where and to whom you’re speaking influence how you communicate. A town hall, for example, is not the place to dive into endless Q&A. Focus on one or two main topics and be sure to have an FAQ prepared ahead of time, particularly when addressing sensitive issues like transitions or announcements. This tactic has served many of my clients well, allowing them to stay on message and manage the energy of the room.

In meetings and presentations, starting with your conclusion or key insight can be highly effective. Be prepared with three to five supporting points, but if there's agreement early on, you might not need to cover all the underlying reasoning. E experienced this shift firsthand. In his finance role, providing extensive details was essential, but as an executive, sharing too much information became counterproductive. By streamlining his message and focusing on the core points, E was able to communicate more strategically and leave space for meaningful discussion.

Communication Across Different Formats

Flexibility in communication also applies to how the information is being shared. Here are a few things to keep in mind, whether you’re writing, speaking, or presenting.

Executive Communication Vs. Everyday Communication

The stakes for executive communication are higher. While everyday workplace communication might focus on getting a message across quickly, executive-level communication is more about impact and intentionality. You aren’t just relaying information—you’re crafting a narrative, aligning stakeholders, and influencing decision-making.

Executive communication also requires a balance of authority and approachability. You need to convey confidence in your ideas while remaining open to feedback and collaboration. Leaders who come off as rigid or dismissive risk losing the support of their teams and peers. Instead, an executive communicator engages others, invites input, and adjusts based on the dialogue.

In P’s case, she had to adapt from using storytelling with her team to a much more concise, strategic approach with the board. Once she mastered this balance, her confidence soared, and her communication became more effective at all levels of the organization.

6 Characteristics Of Effective Executive Communication

1. Clarity And Simplicity

Your audience may not have all the background information you do, so it’s essential to distill complex ideas into clear, simple messages. Avoid jargon, and break your message down into digestible parts that are easy to follow. According to The Economist Intelligence Unit, 44% of executives reported that poor communication led to delays or failure in completing projects, and 31% said it caused low morale. This highlights the importance of clear and effective communication to avoid misunderstandings and keep your team motivated.

We suggest distilling your message into one to three key points and creating visual aids such as charts, graphics, or slides that break down information into digestible parts (bonus, visual aids can enhance understanding and retention). If you’re rehearsing your presentation with a peer, you could ask what their key takeaways were at the end to check that your main message was clearly communicated.

2. Tailor Your Message

Whether you’re writing, presenting, or speaking, knowing your audience is critical. What’s relevant to a board member might not resonate with frontline employees. Tailor your message to address the concerns, goals, and interests of the group in front of you. This was key for E as he learned to adapt his communication style to meet the needs of senior leadership, who didn’t need the same level of detail as his team.

If you’re addressing diverse groups, segment your message to cater to different interests. For example, when presenting to both technical staff and executives, provide both strategic insights and necessary technical details but adjust the depth of each based on the audience.

3. Practice Presence

It’s not just about the content; it’s about delivery. Do you maintain eye contact when speaking? Do you speak with confidence and conviction without dominating the conversation? Do you listen as much as you speak? All of these contribute to a sense of presence—an essential aspect of executive communication. For P, practicing eye contact and slowing down her speech helped her become more present and confident during board meetings.

4. Empathy And Emotional Intelligence

Recognizing the emotions and concerns of your audience—and addressing them—is key. Executive communication isn’t just about presenting facts or arguments; it’s about emotional intelligence and making sure your message resonates on a human level. A leader who speaks with empathy shows that they understand and care about the impact their words and actions have on others.

Listening and responding to your team with empathy creates stronger, more trusting relationships. We suggest asking open-ended questions to encourage others to express their feelings and perspectives. Of course, this is another place where those active listening skills, such as paraphrasing what others say to demonstrate that you value and understand their input, will come in handy.

5. Consistency

People look to leaders for stability. Being consistent in your messaging, tone, and delivery reinforces trust. It also means following up and delivering on the commitments you communicate, whether in a casual conversation or a formal presentation.

We suggest establishing core messages, creating a system to track commitments made during meetings or discussions, and striving for a tone that reflects your values and leadership style.

6. Adaptability

Executive communication requires the ability to read the room and pivot when necessary. If your audience seems confused, disengaged, or skeptical, adjusting your tone or message can make all the difference. E learned to be adaptable, leading discussions when necessary, but also knowing when to step back and let others contribute.

We suggest paying attention to the body language and facial expressions of your audience so you know when adjustments need to be made, encouraging discussion or allowing time for questions so you can address concerns on the spot, and maintaining a willingness to pivot your style or delivery if you sense that your audience isn’t engaged.

Effective communication can transform your executive presence. It shapes perceptions, influences outcomes, creates trust, and helps teams stay focused, aligned, and engaged. The ripple effect of clear, strategic communication that’s able to adapt to meet the needs of the audience can be felt throughout the organization.

When you know how to tailor your message so that your words resonate and inspire those around you, you can step into any meeting, presentation, or town hall with confidence. Because every interaction is an opportunity to establish your executive presence.

If you’re ready to become a skilled and flexible communicator, the guidance offered in one-on-one coaching allows you to delve into your unique communication style, refine your approach, and adapt your messaging to fit any audience or situation. This can be particularly important if you’re stepping into a new role or organization.