????瑪麗?希維羅現(xiàn)任Civiello Communications Group總裁，這家咨詢公司專為高管提供演講與媒體培訓(xùn)服務(wù)。她同時也是一名作家，與阿琳?馬休斯合著有《商務(wù)演講，重在溝通》（Communication Counts: Business Presentations for Busy People）。

????希維羅還曾為《財富》雜志（Fortune）的一些編輯和作者做過演講技巧建議。這次，她指出，當(dāng)今的領(lǐng)導(dǎo)者需要改變想法和演講方式。她有何建議？1.一個人的演講是面向全世界，不只是臺下的觀眾。智能手機（帶有攝像頭）的普及和眾多視頻網(wǎng)站意味著演講和采訪可以永遠(yuǎn)留存，會被更多觀眾看到。2.結(jié)合整場活動，而不只是自己的演講。如果在現(xiàn)場你看到或聽到了一些值得一提的事情，就把它加到你的演講中去。你不希望自己看上去與現(xiàn)場脫節(jié)吧。3.習(xí)慣于提綱，而不是推敲完美的文稿。放棄精確完美的文字，加強真實性，效果只會更好。

????應(yīng)《財富》雜志要求，希維羅近日回顧了《財富》Fantasy Sports高管排行榜上榜高管的演講表現(xiàn)，根據(jù)他們的溝通技能排出了第二年的高管溝通達(dá)人榜。她向《財富》雜志編輯斯蒂芙尼?梅塔談起了選擇方法和入選達(dá)人。

????瑪麗?希維羅：為了編制這個名單，我考慮了演講最佳實踐發(fā)生的變化，一直不變的最重要的東西，以及公共演講的觀賞、語音和語義方面。我只選擇那些能在互聯(lián)網(wǎng)上(YouTube)、在電視頻道上【CNBC、CNN、彭博(Bloomberg)】上能找到演講的高管，上市公司的領(lǐng)導(dǎo)者都應(yīng)該出現(xiàn)在這些地方。我也盡量避免點評去年入選的高管，保持新鮮！

????安海斯-布希英博(Anheuser-Busch InBev)的卡洛斯?布里托是我選出的首席執(zhí)行官溝通達(dá)人：他是巴西人，帶領(lǐng)著一個來自美洲腹地的啤酒公司，但他的信息和風(fēng)格適合全球觀眾。他不只聊業(yè)務(wù)遠(yuǎn)景，也回答“這關(guān)我什么事”(WIIFM, what's in it for me)，與人們/員工分享這一遠(yuǎn)景的重要性。當(dāng)今世界已經(jīng)是YouTube的世界，這樣的信息能得到持續(xù)地傳播。布里托也會策略性地配合身體動作，加強講話內(nèi)容的效果。他的手勢很好地表現(xiàn)了他的講話內(nèi)容，不是排練多遍的機械性揮手。他會從講臺后面走出來，不是像很多人那樣漫無目的，而是很有策略性地為了增強效果，可能是在兩個要點之間，也可能是在開場或結(jié)束時。【IBM的羅睿蘭和百事公司(Pepsico)盧英德過去也都得到過我的贊賞】

????沃爾瑪(WMT)旗下山姆會員店(Sam's Club)的羅莎琳德?布魯爾是我選出的首席運營官溝通達(dá)人：就我前面提到的領(lǐng)導(dǎo)者“必須結(jié)合整場活動，體會觀眾的所見所感”這一點，她絕對是典范。今年當(dāng)她站起來去接受基督教女青年會(YWCA)的一個獎項時，羅莎琳德首先衷心地談到了在她講話前獲獎的三個年輕女孩的成就。沒人能為她寫好這樣的底稿。太多領(lǐng)導(dǎo)者錯過了這樣能展示自己感性一面的機會。

????(緊隨羅莎琳德之后的是NBC Universal的史蒂夫?波克。他也會考慮到整場活動/觀眾。不少在講臺上接受采訪的高管都只會面向采訪者講話。在All Things Digital的一次采訪中，大家可以看到史蒂夫注意聽問題，然后面向觀眾做出回答。我告訴客戶要將1/4的時間看采訪者，其余時間全部要看觀眾，我指的是坐在各個區(qū)域的觀眾。)?

????Mary Civiello is president of Civiello Communications Group, a presentation and media coaching consulting firm that works with top executives. She's the author, with Arlene Matthews, of Communication Counts: Business Presentations for Busy People.

????Civiello, who has advised some Fortuneeditors and writers on presentation skills, notes that today's leaders need to think and speak differently. Her tips? 1.) Your message is for the world, not just for the room. The proliferation of smartphones (with cameras) and video websites means speeches and interviews live on forever, and will be seen by broader audiences. 2.) Think about the show,not just your role. If you have seen or heard something that is memorable, work it into your presentation. You don't want to appear like you were airlifted in for your part. 3) Get comfortable with bullets vs. the polished script. What you lose in precise, well-crafted words you'll more than make up for in authenticity.

????At Fortune's request, Civiello reviewed presentations and speeches of our Fortune Fantasy Sports Executive League roster and for a second year has fielded an expert team based on leaders' communications skills. She shared her methodology and her picks with editor Stephanie N. Mehta.

????Mary Civeillo: To develop my roster, I considered what's changed in terms of best practices, along with what has always been important; the visual, vocal, and verbal aspects of public speaking. I chose only executives who can be found online, on YouTube, CNBC, CNN, Bloomberg, etc.-- places where leaders of public companies should be. I also tried to avoid commenting on those I'd selected last year to keep it fresh!

????Carlos Brito of Anheuser-Busch InBev (BUD) is my CEO pick: He is a Brazilian heading up a beer business from the American heartland but his message and style speak to audiences around the world. He talks not just about a business having a vision but gets to the WIIFM -- what's in it for me -- the importance of people/employees sharing that vision. It's a great message to live on in our YouTube world. Brito moves strategically to add impact to what he says. His gestures illustrate what he's saying vs. the rehearsed chopping, and he gets out from behind that podium and walks, not aimlessly like too many, but strategically for impact, either between points, or to open and close. (Ginni Rometti of IBM and Indra Nooyi of Pepsico have both received kudos from me in the past)

????Rosalind Brewer of Sam's Club (A unit of WMT) is my COO pick: She exemplifies what I mean when I say leaders have to think about the show, and share what the audience is seeing and feeling. When she got up to accept an award from the YWCA this year, Rosalind first talked from the heart about the accomplishments of the three young girls who'd been honored before she got up to speak. No one scripted it for her. Too many leaders miss opportunities to show they are human too.

????(Steve Burke of NBC Universal is a close second to Rosalind. He too thinks about the show/the audience. More than a few executives who do on stage interviews talk only to the interviewer. In an All Things Digital interview you will see Steve listening to the question but then answering to the audience. I tell clients to devote 1/4 of your eye contact to the interviewer and the rest to the audience -- all parts of the audience.)??