Are You Camera-Ready? Executive Presence in a Pixelated World
In a world of video calls and virtual events, executive leaders need to consider how they present themselves on screen.
EXECUTIVE COMMUNICATIONSMESSAGINGEXECUTIVE POSITIONING
Steve Bowen
5/31/20253 min read


We've all met people that that exude presence just by walking into a room. It's something you can feel. A handshake. A glance across the table. A certain posture that suggests competence without needing to declare it.
Today, more often than not, presence arrives via webcam. And the handshake has been replaced by an awkward wave or, even worse, an introduction interupted by people saying "You're on mute".
It’s not that executive presence has disappeared. It’s just migrated. What used to be conveyed through body language and spatial awareness is now filtered through webcams and remote LCD screens.
The shift isn’t just technological: it’s perceptual. Presence now depends on a new set of variables, and leaders need to understand these if they are to translate their physical presence to the online space.
As an executive on a video call or virtual conference, you are reduced to a floating head in a small square. There’s no atmosphere to excite your natural energy, no room to work, no nods and smiles to build on. People tune in expecting clarity, confidence and maybe just a flicker of warmth.
Instead, what they often get:
The security camera angle: Looking down at the webcam from a laptop keyboard. It gives “menacing” rather than “motivational.”
Lighting designed by David Bailey: A single light source, often overhead, casting harsh shadows.
Audio from the bottom of a well: Muffled, echoey, or distorted by the laptop fan. It doesn’t matter how good the message is if it sounds like it’s coming out of a cave.
Background chaos: A cluttered desk. An open door. A digital backdrop that cuts off parts of your head every time you move it.
The 1,000 mile stare: Gazing rigidly into the camera while reading or reciting a script, erasing all personality or authentic charisma
Each of these, on their own, seems small. Taken collectively, they quietly undermine authority.
Improving your virtual presence isn’t complicated, but you need to be thoughtful about it. Here are a few suggestions than can make an immediate difference:
Eye-level framing: Raise the laptop or webcam so it’s straight on. It creates a natural sense of connection, like looking across a table.
Soft, front-facing light: Use a desk lamp or window in front of the speaker. Avoid backlight. Aim for clarity, not glamour.
External mic or headset: Audio quality is credibility. A clear voice holds attention. A distorted one breeds doubt.
Neutral, intentional background: A clean shelf. A few books. Something that reflects calm and order without drawing focus.
Conversational delivery: Use bullet points, not full scripts, if you're delivering a keynote. Speak like a person, not like a PowerPoint slide. Pauses are fine. So is the occasional stumble — it reads as human.
None of this is about turning you into a TV presenter. It’s about ensuring the limitations of the medium don’t muffle your message.
Executives aren’t just leading. They’re representing the organisation, its culture, the confidence of the whole operation.
And when you appear on screen looking unsure, distant or ill-prepared, it has ripple effects. Staff notice. Investors notice. Journalists certainly notice. Presence in the room has always been about more than appearance. But on a screen, when appearance assumes a disproportionate role is establishing context, you need to get it right.
Smart, thoughtful leaders can lose a room because they sound like automatons. Conversly, even average communicators can come across as competent and composed simply by presenting themselves well and speaking to the lens like it's a person.
The difference isn’t always talent. Often, it’s just preparation.
Showing up well on camera isn’t about vanity. It’s about aligning perception with leadership. And in a world where most people encounter senior leaders through a screen, getting that right is no longer optional.