When it comes to delivering a great presentation, three elements often compete for attention: the audience, the content, and the presenter.
When I ask participants in my masterclasses which is the most important, the results are often mixed, and in a recent poll I ran on LinkedIn the results were also varied:
· Content – 21%
· Audience – 38%
· Presenter – 41%
There are obviously arguments for each element, so, to dive a bit deeper, here’s why each could be considered the most important:
📑 The Content
Your message is the foundation. Without strong, clear, and relevant content, even the best delivery won’t land. This is especially true in technical or professional settings where audiences value depth and accuracy. Great content also has longevity—it can transcend the room and continue to influence long after the presentation ends. Often when I’m working with academics, there is a much stronger focus on the content.
🙋 The Presenter
A skilled presenter can elevate any presentation. Their charisma, confidence and ability to connect with the audience bring the content to life. A strong presenter can salvage weak content and adapt to the audience in real time, creating emotional resonance that makes the message stick. The LinkedIn poll result indicated that a slight majority felt the presenter is the most important, and I find this is the same result when working with corporate clients.
👀 The Audience
At the heart of every presentation is the audience. They’re the reason you’re presenting in the first place. Their needs, interests and expectations shape the purpose of your message. Tailored content and a dynamic presenter are only effective if they resonate with the people in the room. After all, a presentation is only successful if it inspires, informs or engages the audience.
So, what’s the ‘right’ answer?
Well, whilst content and delivery are crucial, I believe that the audience is the most important part of any presentation. Why? Because they’re the reason your message matters and unless you have a strong idea of who they are and what they care about, it’s impossible to craft content that is interesting, relevant and engaging and deliver it in way that captures their attention.
When you prioritise your audience, everything else naturally falls into place and you have a much better chance of delivering a successful presentation.
What do you think – agree/disagree? I’d love to hear your perspective.
Mel Sherwood is a Presentation Skills and Personal Impact Speaker, Founder of The RED Effect™ and Author of ‘The Authority Guide to Pitching Your Business: How to make an impact and be remembered - in under a minute!’ She works with ambitious business leaders, teams and individuals who want to express themselves with confidence, credibility and charisma. An Australian based in Scotland, Mel is an award-winning speaker, author and coach and combines over 25 years’ experience in business with a background as an actor, presenter and singer.