Eric Bergman coached his first spokespeople during the summer of 1981 while conducting a media relations campaign to promote two student theatre productions, Pal Joey
and A Funny Thing Happened on the Way to the Forum
Today, he is Canada's most experienced and credentialed media training consultant.
Eric developed his proprietary media training program, At Ease With the Media,
in the early 1990s. What sets this program apart and makes it effective is its focus on providing spokespeople with a range of tools. At Ease With the Media
doesn’t teach spokespeople to keep repeating the same thing over and over. “That style of media training is an outdated paradigm in an information-driven world,” Eric explains. “And it’s a tactic that often causes more problems than it ever solves
Likewise, At Ease With the Media
doesn’t provide spokespeople with a false sense of security that they can control the interview. In a modern world where anyone with a smartphone and a Facebook account can be a journalist, Eric realizes that the only thing spokespeople can control is what they say. The first skill he teaches, therefore, is how, when and why to stop talking when a question is answered.
At its core, At Ease With the Media
provides spokespeople with the skills to manage exchanges with journalists to win-win outcomes.
On one side, spokespeople first learn to answer questions clearly and concisely wherever possible to help journalists develop factually correct stories. At the same time, spokespeople learn to use media interviews to support business and communication objectives—to influence the attitudes, opinions and behaviours of specifically-identifiable audiences important to the organization's success.
Unlike the message-driven alternative, this is a highly strategic approach.
Thousands of spokespeople from five continents in the private, public, corporate, professional, entrepreneurial and not-for-profit sectors have benefited from Eric’s approach, coaching and feedback.
If you're interested in learning about how his proven approach can help your spokespeople, please explore this website or contact Eric directly
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 (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).