Written by Eric Bergman, ABC, APR, this book is based on the assumption that the concept of "staying on message" is a fallacy—an outdated paradigm in an information-driven world. Media Training With Excellence offers a new, balanced approach that looks beyond the traditional principles of media training ... i.e. repeating the same message regardless of the question asked or telling the journalist “what’s really important.”
"This program refutes that view by teaching that a spokesperson's job is to manage the interview to win-win outcomes," says Bergman. “To do that, spokespeople must first be taught to answer questions clearly and concisely, wherever and whenever possible. This not only protects them by providing less context from which misquotes can be drawn, it builds stronger working relationships with reporters."
Media Training With Excellence: A Balanced Approach is available for purchase from the IABC Knowledge Center.
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￼Eric Bergman, BPA, ABC, APR, MC, has provided media coaching for more than 30 years. His media training program, At Ease With the Media, has helped thousands of spokespeople from five continents manage exchanges with journalists to win-win outcomes, while protecting themselves and their organization.
With the publication of his first book in 2006 by the International Association of Business Communicators (IABC), Media Training With Excellence, he set the standard for a modern, balanced media training approach that offers organizations a clear alternative to the outdated paradigm of staying on message or constantly bridging to messages.
Eric holds a bachelor of professional arts in communication studies from Athabasca University and a two-year diploma in advertising and public relations from Grant MacEwan College. He is an accredited business communicator, an accredited public relations practitioner and a master communicator, which is the highest distinction that can be awarded an IABC member in Canada.
Contact Eric if you’d like to arrange training for your organization.