The Power of Presence: Strategies for Effective Leadership Communication

In a world where effective communication can make or break a leader, mastering the art of presence and message crafting is more important than ever. In fact, according to a Forbes study, 85% of job success stems from well-developed soft skills, with public speaking and communication being paramount. This underscores the critical importance of not just what you say, but how you say it.

 In this episode of 'Bring Out the Talent,' we welcome Christina Butler, President and Lead Facilitator for Speak Training Development. Christina brings a unique perspective, drawing on her extensive experience as a television news reporter to connect with and engage her audience. Join us as we discuss the importance of presence in public speaking, effective communication strategies, and practical tips for managing anxiety. Christina will also share her insights on why presentation skills matter and how leaders can adapt their messages for different audiences, from boardrooms to large conferences.

If you want to refine your presentation skills, boost your confidence speaking in public, or learn how to craft compelling messages as a leader, this discussion promises to be incredibly valuable.

Chapters

• 0:00 GMT20240612-190158_Recording
• 32:02 Marker

Transcript

Jocelyn Allen:

 Hello, Maria.

Maria Melfa:

 Hi, Jocelyn. How are you?

Jocelyn Allen:

 Great. How about yourself?

 …I hate that I just said it like that. Maybe our guest today can teach me how to communicate better than that.

Maria Melfa:

 I didn’t think you said anything incorrectly.

Jocelyn Allen:

 No, thank you. I just added an “A-H” at the end of the word you. Oh, okay. Yeah, extra syllable, extra letters. Doing my thing over here. It’s been a minute.

Maria Melfa:

 That could happen. And you know what? It’s okay because we’d rather speak naturally and comfortably than try to sound—

 We don’t want to sound like a robot.

Jocelyn Allen:

 Right. That would be boring for our audience. No fakes.

Maria Melfa:

 Exactly. No fakes.

Jocelyn Allen:

 Genuine. No fakes allowed. I can count on you, Maria.

Maria Melfa:

 Thank you very much. I agree. That was actually what I was going for.

Jocelyn Allen:

 Goodness gracious. Can you tell what kind of episode it’s going to be today, guys? No?

 Okay, so excited for our episode today on a very important topic that we all—like it or not—deal with: communication, and effective communication.

In a world where communication can make or break a leader, mastering presence and message crafting has never been more important. In fact, according to Forbes, 85% of job success comes from well-developed soft skills, with public speaking and communication among the most important.

This highlights the importance of not just what you say, but how you say it.

Today we’re very excited to welcome Christina Butler, President and Lead Facilitator for Speak Training Development. Christina brings a unique perspective, drawing from her extensive background as a television news reporter to connect with and engage audiences.

She’s certified in emotional intelligence and DISC behavioral styles, with credentials from the University of Pennsylvania and Duke University. Christina is a recognized authority in professional development and soft skills training.

We’ll discuss:

• The importance of presence in public speaking
• Communication strategies
• Tips for managing anxiety
• And how leaders can adapt messaging across audiences—from boardrooms to conferences
•  …Plus why wearing a Speedo with a crop top while smoking a cigarette might not be ideal.
•  Welcome, Christina!

Christina Butler:

 Well, thank you! Thank you. Can’t wait until we start talking about crop shirts and Speedos.

Maria Melfa:

 Yes, absolutely.

Jocelyn Allen:

 People need to know, Christina. People need to know.

Christina Butler:

 Exactly. We wouldn’t want anyone to show up to an important presentation wearing that.

 And you know what? Someone out there probably is.

 Somebody just learned something today.

Maria Melfa:

 Absolutely.

Jocelyn Allen:

 But on to the real stuff. Christina, this topic is incredibly important. And I know recently we’ve seen a huge uptick in the types of requests we’re getting around it.

Because you're right—it’s not just about effective communication, it’s about impactful communication. You’ve said to me before: “You're talking—but who’s listening?” That’s the core of why this topic matters today.

So before we dig deeper, could you start by giving us your definition of presence? Why are we leading a conversation on communication with the idea that it all starts with presence? Why does that matter for leadership and public speaking?

Christina Butler:

 Sure, thanks, Jocelyn.

We hear the term presence all the time in professional development—executive presence, leadership presence, professional presence. But from a public speaking lens, I define presence as being a clear, concise, and confident communicator.

Audiences want clarity. They don’t want their time wasted. They want a clear message, delivered concisely, and presented by someone who appears confident.

That’s presence.

Jocelyn Allen:

 Thank you. That’s such a powerful breakdown. Because presence often gets lumped in with executive presence, facilitation skills, influence, concise communication—it becomes this mix of skills.

But really, what you’re describing is: how do you appear when you're communicating? And what is that doing to your message?

So let’s talk about your approach. How should a leader’s approach differ when presenting to different types of teams? Where does presence come into play there?

Christina Butler:

 We’ve talked about this, Jocelyn—the most important thing when it comes to presence and presentation skills is knowing your audience.

And I don’t just mean:

• What you can find on LinkedIn
• Their title
• Their resume

I mean:

• What motivates them?
• What do they already know about this topic?
• What biases or objections might they have?

That deeper level of audience knowledge is the foundation. Without it, communication won’t land. Your presentation has to be about your audience—for your audience.

Jocelyn Allen:

 Can you share some practical tips you give to leaders about presentation skills?

Christina Butler:

 Sure. Let’s start with that idea of knowing your audience, then move into others.

Here's a favorite example:

 Maria, I want you to think of a person in your head. We’ve just found out we have to deliver an 8-minute presentation to someone. Here’s what we know about them:

• They live in a castle
• They are very wealthy
• They’re in the UK
• They have two children
• They like dogs
• They’re male

Maria, who pops into your mind?

Maria Melfa:

 King Charles.

Christina Butler:

 Exactly. He checks all those boxes. So now we start designing communication for King Charles—tea, crumpets, polished language and manners, right?

But the person I was actually describing was Ozzy Osbourne.

Jocelyn Allen:

 [Laughing] Oh my gosh, I remember this example!

Christina Butler:

 And Ozzy checks all those same boxes. That’s why real audience knowledge is essential. When you assume based on surface traits, your message can miss wildly.

Once you really understand your audience, then you can adapt:

• How do they prefer communication?
• What level of formality?
• How much detail?

It always comes back to audience-first thinking.

Jocelyn Allen:

 I love that. I remember when you first told me—I knew it was a trick, but I still got it wrong. So aside from knowing your audience, what’s the next practical area you focus on?

Christina Butler:

 Let’s dive into delivery dynamics—how you look and how you sound.

When I say how you look, I don’t mean attractiveness. I mean:

• Do you appear confident?
• Are you making eye contact?
• Do you look like you want to be in the room?

Audiences can spot authenticity. It shows in body language and posture.

Christina Butler (continued):

 If I could give one quick tip on appearing more confident—especially when you’re standing—it's this: change your stance.

Most of us were taught to stand with feet together and knees slightly bent. That’s fine for choir, but not for confident speaking. Instead, try a split stance:

• Place one foot slightly in front of the other
• Your back foot should be about 2 to 3 inches behind
• This “locks you in” and limits nervous movements like rocking or bouncing

It’s a subtle shift, but it instantly boosts your confidence visually.

Jocelyn Allen:

 That’s brilliant. I’ve never heard that before. And you’re right—even standing differently can change how someone feels and looks.

Christina Butler:

 Exactly. And then there’s the topic of notes.

There’s this myth that good speakers never use notes. I disagree. Notes can be incredibly helpful—but only if used well.

Here’s the wrong way:

• Index cards—they get shuffled or dropped and are hard to recover from.

Here’s a better way:

• Jot down bullet points
• Use a standard sheet of paper
• Fold it lengthwise (vertically), not in half
• This way, it’s easier to hold and won’t rattle if your hands shake

It’s a TV trick. The paper becomes a clean, non-distracting reference tool—and it won’t reveal your nerves.

Maria Melfa:

 I love that! I’ve never thought about folding it lengthwise like that. So smart.

Jocelyn Allen:

 I noticed when you held the paper just now, you slipped right into anchor mode. It was so polished. And you’re right—the smallest things make the biggest difference.

Christina Butler:

 That’s the thing—when I worked in news, I was constantly getting feedback. From directors, producers, anchors—and even viewers.

You don’t need to be on TV to grow. Just ask for feedback:

• After a meeting or presentation
• From a trusted colleague or client
•  Ask:
• “What landed well?”
• “Where did I lose you?”

Consistent feedback is one of the fastest ways to improve.

Jocelyn Allen:

 So how important is it to tailor your message versus tailoring yourself when presenting to different audiences? Can you give us an example?

Christina Butler:

 Great question. Yes—it’s critical to tailor the same message differently based on who’s listening.

Let’s say you’re sharing new data. You’d present that:

• One way to executive leadership
• A different way to your team
• And another way to direct reports

You must understand not only who you’re talking to, but how much they know, what matters to them, and how deep you need to go.

From news reporting, I learned this firsthand. We’d often deliver the same story at:

• 5 AM
• 7:30 AM
• Noon
• 6 PM
• 11 PM

Each audience had different attention spans and energy levels. At 5 AM, people are distracted—getting kids out the door, brushing their teeth—so we’d keep it very tight and clear. By noon or 6 PM, we could go deeper.

Same story. Different delivery. It’s all about audience awareness.

Maria Melfa:

 I never realized you’d tailor news that way across time slots.

Jocelyn Allen:

 That’s so true—even in school I knew what times of day I was better at focusing—and what times I wasn’t. That makes a big difference.

What do you see as the most common mistakes presenters make?

Christina Butler:

 Without question, the biggest mistake is this:

When people are asked to give a presentation, they immediately think, “Here’s everything I know about the topic!” Then they proceed to push all of that out—fast—before they lose their audience’s attention.

But effective communication is as much about pulling as it is about pushing.

You need check-ins. Strategically pause. Ask questions. Create interaction.

Here’s a practical tip:

• Print out your slides
• Circle the ones where you’ll pause and ask a question
• It helps the audience catch up
• It gives you space to engage

And a pro tip for nervous speakers:

 If you forget something, don’t backtrack. Just pause and say:

"What questions do you have so far?"

 Then offer the point you forgot as if it came up naturally.

It works every time.

Jocelyn Allen:

 I completely agree. That space—the pause—is everything. It’s the difference between a presentation that’s just spoken at people versus one that actually gives them room to engage.

I’ve seen amazing presenters fall short—not because they lacked skill—but because they didn’t give people time to process or ask.

Christina Butler:

 Exactly. And the beauty of pausing is that it also creates backup options.

If you're afraid you’ll forget something, just use that pause to say,

"One question I often get is..."

 Then insert the point you forgot. No one knows the difference.

Pausing also signals to the audience:

"I welcome your input."

 It’s a nonverbal invitation to engage—and it works.

Maria Melfa:

 And that pause is different than just “slowing down.” People hear “slow down,” and think they should drag out every word. But that’s not it.

Christina Butler:

 Right! I’m part of the Quick Speakers Club too. I speak fast—and that’s not necessarily bad.

 What we trained on in news was not speaking slower—it was pausing:

• Between sentences
• Between ideas
• Between stories

That’s where the power lies.

Maria Melfa:

 I always feel like I’m talking 90 miles an hour. I’m going to start pausing every three words now. Look out!

Christina Butler:

 [Laughs] You’ll see—it feels long to us, but to the audience, it’s barely noticeable.

Jocelyn Allen:

 It’s true. If you’ve ever been on the other side, that silence pulls you in. You feel compelled to respond.

Christina Butler:

 Exactly. It’s even used in interrogation tactics. The silence forces people to fill the space. And we can use that to make presentations more interactive, thoughtful, and human.

Now let’s talk verbal clarity.

We focus a lot on voice, tone, and inflection—which are important—but what about word choice?

Many speakers unknowingly use what I call “power robbers.”

 These include words like:

• Just
• Kind of
• Maybe
• Sort of
• I think

They weaken your message.

Start by scanning your sent emails—you’ll be amazed how often those pop up. They creep in to soften what we’re saying, but they undermine credibility.

Maria Melfa:

 I definitely use just a lot. Especially in marketing—we’re trying to cut filler words all the time.

Christina Butler:

 Exactly. That’s the concise part of presence. And we should distinguish between fillers and audible pauses.

Fillers are the “just/kind of/sort of/I think” words.

 Audible pauses are your “um” and “ah.”

Years ago, public speaking advice was: never use “um” or “ah.” Sound robotic. Be perfect.

But audiences today want authenticity. Humans say um and ah. It’s okay—occasionally.

New research from Vanderbilt shows that occasional ums and ahs actually signal that something important is coming and prompt people to pay more attention.

Now, if every sentence starts with “um,” that’s a problem. But the occasional one? Don’t stress over it.

Jocelyn Allen:

 That’s such a good perspective. It gives people permission to be human.

Let’s talk about anxiety. What strategies do you give people who get really nervous before presenting?

Christina Butler:

 First—congratulations. Nerves are good! It means you care.

I always say: if you walk into an NFL locker room on game day and no one’s nervous, you should be worried. At the highest level, it’s not about eliminating nerves. It’s about managing them.

Step one is to identify:

• Where are the nerves coming from?
• Are you unprepared? Run through your notes.
• Are you afraid you’ll forget something? Have a plan—pause, check in, circle back.

Sometimes nerves aren’t about the content, but about the nervousness itself. Your body remembers that fear from a school play or your first big speech. But that fear isn’t reality anymore.

So get out of your head. And most importantly—stop thinking about yourself.

This isn’t about you. It’s about your message and your audience. The moment you shift your focus outward, the nerves lose their grip.

Jocelyn Allen:

 That is so true. It’s like a wedding day—you’re nervous not because of the commitment, but because all eyes are on you. We get so caught up in the performance, not the purpose.

Christina Butler:

 Exactly. And your audience notices how you handle yourself more than anything else.

Now let’s talk about storytelling. It’s one of the most effective communication tools. In news, I had to tell two stories a day, every day, for over 12 years. I believe in micro-stories—those small examples or analogies that drive a point home.

Too many presentations are data dumps. Stories bring data to life. Even quick metaphors—like your wedding day example—make a concept stick.

Maria Melfa:

 Do you think storytelling also helps leaders come across more authentically?

Christina Butler:

 Absolutely. Especially when leaders use their own examples, open and close the presentation in their own voice, and weave in anecdotes throughout. It shows ownership—and that builds credibility.

Jocelyn Allen:

 What about leaders who get asked a question and don’t know the answer?

Christina Butler:

 That’s actually a great moment to build trust. I coach leaders to use the “RSVP” framework:

• R: Recognize the concern
• S: Share steps being taken
• V: Explain the value once answered
• P: Promise to follow up

Something like: “That’s a great question. I don’t have that info right now, but here’s what I do know, here’s what I’m doing to find out, and I’ll circle back.” That builds confidence, not doubt.

Jocelyn Allen:

 I love that—RSVP. It’s clear, honest, and structured.

Maria Melfa:

 Okay, Christina, before we let you go—it’s time for the TTA 10!

🎉 The TTA 10 (Lightning Round)

Jocelyn Allen:

 You’ve got 90 seconds. First answer that comes to mind. Ready?

Christina Butler:

 I’m so competitive—I started my own timer.

David (Producer):

 90 seconds on the TTA 10 clock…starting now!

1. Favorite color?
2.  Yellow
3. Which dwarf do you most relate to?
4.  Sleepy
5. Favorite TV show of all time?
6.  The Office
7. 7 minus 1?
8.  6
9. Favorite sweet treat?
10. Sweets pickles—do those count?
11. Mountains or beach?
12.  Beach
13. If you could master one skill instantly?
14.  That is the question
15. Name a Donald Duck nephew?
16.  Huey
17. Craziest bucket list item?
18.  Sailing—even though I hate water
19. Best news anchor sign-off?
20.  “Reporting live from TTA 10, this is Christina Butler. Have a good day.”

David (Producer):

 Final time… 1 minute, 9 seconds! That’s a TTA 10 champion record!

Jocelyn Allen:

 And that deserves a proper musical sendoff…

🎵 She’s got the mic, she’s got the lines… In the spotlight, with a voice so true… Christina Butler’s here to bring the news to you! 🎵

Maria Melfa:

 Thank you, Christina. You were amazing.

Jocelyn Allen:

 For more information on presence and communication training, visit:

thetrainingassociates.com

All:

 See you later!