{"product_id":"at-ease-with-the-media-eric-bergman-9780987968951","title":"At Ease With the Media: A program to help spokespeople communicate when it counts","description":"\u003ci\u003eAt Ease With the Media\u003c\/i\u003e is designed to help an organization's spokespeople manage exchanges with journalists to win-win outcomes, while protecting themselves and their organization at all times. \u003cp\u003eThe book begins by explaining that excellence in media relations is based on balance. On one side, the spokesperson wants to help journalists get their stories by answering questions in clear, concise terms. On the other, the spokesperson wants to achieve a strategic gain-by using the exchange to influence the attitudes, opinions and behaviour of specifically-identifiable audiences important to the organization's success.\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eAlong the way, spokespeople want to protect themselves and their organization at all times. \u003cbr\u003e\u003c\/p\u003e\u003cp\u003eFrom there, the book provides insight into: \u003cbr\u003e\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cul\u003e - Understanding the media.\u003cbr\u003e - Working with reporters.\u003cbr\u003e - Answering questions effectively.\u003cbr\u003e - Preparing themselves and their messages.\u003cbr\u003e - Four important priorities.\u003cbr\u003e - Negotiating interviews effectively.\u003cbr\u003e - Applying specific strategies for success.\u003cbr\u003e\n\u003c\/ul\u003e\u003cp\u003eDuring the past 20 years, \u003ci\u003eAt Ease With the Media\u003c\/i\u003e has provided thousands of spokespeople from five continents with the skills and tools to manage exchanges with journalists to win-win outcomes, while protecting themselves and their organization at all times.\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eEric Bergman, BPA, ABC, APR, MC, FCPRS\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eEric Bergman is the world's most experienced and credentialed media training professional. \u003cbr\u003e\u003c\/p\u003e\u003cp\u003eHe conducted his first media relations campaign, and coached his first spokespeople, during the summer of 1981, when he promoted two student theatre productions, \u003ci\u003ePal Joey\u003c\/i\u003e and \u003ci\u003eA Funny Thing Happened on the Way to the Forum\u003c\/i\u003e. \u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\"I gave very similar advice then to what I would give today,\" he says. \"Relax, let the interviewer guide the process, tell the story, and make sure people know when the plays are running and how they can purchase tickets.\" \u003cbr\u003e\u003c\/p\u003e\u003cp\u003eEric formally started his public relations career a year later as a government public affairs officer. During his 30-plus-year career, he has worked in virtually every aspect of public relations and corporate communications. He has been self-employed since 1985. \u003cbr\u003e\u003c\/p\u003e\u003cp\u003eSince 1993, his business has focused exclusively on presentation skills and media training. In the early 1990s, he developed two unique and effective communication training programs: \u003ci\u003ePresent With Ease\u003c\/i\u003e and \u003ci\u003eAt Ease With the Media\u003c\/i\u003e. \"I developed \u003ci\u003eAt Ease With the Media\u003c\/i\u003e to set the global standard for media training,\" he says. \"The program is based on the highest models of excellence in communication management: win-win outcomes.\" \u003cbr\u003e\u003c\/p\u003e\u003cp\u003eEric holds a bachelor of professional arts (BPA) in communication studies from Athabasca University and a two-year diploma in advertising and public relations from Grant MacEwan University. \u003cbr\u003e\u003c\/p\u003e\u003cp\u003eHe is an accredited business communicator (ABC), an accredited public relations practitioner (APR), and a master communicator (MC), which is the highest distinction that can be bestowed upon a Canadian member of the International Association of Business Communicators. In 2014, he was named a member of the College of Fellows of the Canadian Public Relations Society (FCPRS).\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Eric Bergman\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0987968955\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780987968951\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Petticoat Creek Press Inc.\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/26\/2014\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 66\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.39lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 11.02h x 8.50w x 0.14d\u003c\/p\u003e","brand":"Eric Bergman","offers":[{"title":"Paperback","offer_id":48441509773567,"sku":"9780987968951","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_e7b567ca-2dcf-4874-b7af-0584fa6b2137.jpg?v=1777191378","url":"https:\/\/www.whiterainbookhouse.com\/products\/at-ease-with-the-media-eric-bergman-9780987968951","provider":"WR Book House","version":"1.0","type":"link"}