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高管脱口秀梦之队

Stephanie N. Mehta 2013年08月05日

沟通技能是高管必备的能力之一,但是,有一批高管在这方面的表现明显超越了同行,堪称商界的脱口秀高手。沟通专家玛丽•希维罗最近应我们的要求,考察了从首席执行官到非执行董事长各个职位的一大批高管,选出了各个职位上表现最佳的人选,组成了一支高管脱口秀梦之队。

    玛丽•希维罗现任Civiello Communications Group总裁,这家咨询公司专为高管提供演讲与媒体培训服务。她同时也是一名作家,与阿琳•马休斯合著有《商务演讲,重在沟通》(Communication Counts: Business Presentations for Busy People)。

    希维罗还曾为《财富》杂志(Fortune)的一些编辑和作者做过演讲技巧建议。这次,她指出,当今的领导者需要改变想法和演讲方式。她有何建议?1.一个人的演讲是面向全世界,不只是台下的观众。智能手机(带有摄像头)的普及和众多视频网站意味着演讲和采访可以永远留存,会被更多观众看到。2.结合整场活动,而不只是自己的演讲。如果在现场你看到或听到了一些值得一提的事情,就把它加到你的演讲中去。你不希望自己看上去与现场脱节吧。3.习惯于提纲,而不是推敲完美的文稿。放弃精确完美的文字,加强真实性,效果只会更好。

    应《财富》杂志要求,希维罗近日回顾了《财富》Fantasy Sports高管排行榜上榜高管的演讲表现,根据他们的沟通技能排出了第二年的高管沟通达人榜。她向《财富》杂志编辑斯蒂芙尼•梅塔谈起了选择方法和入选达人。

    玛丽•希维罗:为了编制这个名单,我考虑了演讲最佳实践发生的变化,一直不变的最重要的东西,以及公共演讲的观赏、语音和语义方面。我只选择那些能在互联网上(YouTube)、在电视频道上【CNBC、CNN、彭博(Bloomberg)】上能找到演讲的高管,上市公司的领导者都应该出现在这些地方。我也尽量避免点评去年入选的高管,保持新鲜!

    安海斯-布希英博(Anheuser-Busch InBev)的卡洛斯•布里托是我选出的首席执行官沟通达人:他是巴西人,带领着一个来自美洲腹地的啤酒公司,但他的信息和风格适合全球观众。他不只聊业务远景,也回答“这关我什么事”(WIIFM, what's in it for me),与人们/员工分享这一远景的重要性。当今世界已经是YouTube的世界,这样的信息能得到持续地传播。布里托也会策略性地配合身体动作,加强讲话内容的效果。他的手势很好地表现了他的讲话内容,不是排练多遍的机械性挥手。他会从讲台后面走出来,不是像很多人那样漫无目的,而是很有策略性地为了增强效果,可能是在两个要点之间,也可能是在开场或结束时。【IBM的罗睿兰和百事公司(Pepsico)卢英德过去也都得到过我的赞赏】

    沃尔玛(WMT)旗下山姆会员店(Sam's Club)的罗莎琳德•布鲁尔是我选出的首席运营官沟通达人:就我前面提到的领导者“必须结合整场活动,体会观众的所见所感”这一点,她绝对是典范。今年当她站起来去接受基督教女青年会(YWCA)的一个奖项时,罗莎琳德首先衷心地谈到了在她讲话前获奖的三个年轻女孩的成就。没人能为她写好这样的底稿。太多领导者错过了这样能展示自己感性一面的机会。

    (紧随罗莎琳德之后的是NBC Universal的史蒂夫•波克。他也会考虑到整场活动/观众。不少在讲台上接受采访的高管都只会面向采访者讲话。在All Things Digital的一次采访中,大家可以看到史蒂夫注意听问题,然后面向观众做出回答。我告诉客户要将1/4的时间看采访者,其余时间全部要看观众,我指的是坐在各个区域的观众。) 

    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.)  

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