Introducing Eric Friedman Mad River Glen Public Relations

I am introducing Eric Friedman, Public Relations and Marketing Director at Mad River Glen, Fayston, Vermont. I met with Eric in his office above the General Store on a snowy day in February at the base of Mad River Glen, Vermont’s only skier-owned cooperative. Friedman has a Master’s in teaching history. He stumbled into public relations quite by accident, when the Mad River Glen Cooperative was formed. The way he got the job was when he told the mountain manger that he thought that the P.R. for the mountain was not up to par. The general manager’s response was, “Okay, you are now our P.R. person.” At first, this was a volunteer position, but by the new year he was a part-time employee and by the next season he was the full time, year-round marketing department. Eric’s responsibilities include: public relations and marketing, being the public face of the mountain, special events coordinator, recruiting sponsorships, marketing the resort’s individual departments to maximize profit, snow reporting at least two times per day, administrative responsibilities and shareholder liaison.
The marketing achievements that he is most proud of are the articles in publications that are not targeted only to skiers. General media outlets that have recognized Mad River Glen, include CNN, The Wall Street Journal and the Financial Times of London. The article he is most proud of appeared in Parenting Magazine on teaching children to ski and how Mad River is a great place for families. Some awards that Eric has received include: the National Ski Areas Association Marketing Award for the SKI IT IF YOU CAN slogan campaign and the “Kids under twelve ski free” with the purchase of a season pass or Mad Card by parents; the North American Snowsports Journalists Association/ Outstanding Public Relations Award and the Mad River Valley Rotary Club Person of the Year. His greatest frustration in his public relations role is when reporters just don’t get the Mad River story right. Mad River is unique and special and needs to be experienced. Only after being here can you write about the Mad River experience for your readers.
When it comes to advice, Friedman says, “Get rid of the fluff. People do not use these media outlets to learn about your new lodge or your high-speed lift. They want to know about “the experience.” As for the future of public relations in the ski industry, everything is instantaneous in the media: cell phones, twitter, blogs and other social networks. As for advice for aspiring public relations people, Friedman suggests developing relationships with local reporters, return every phone call and email. The local reporter may one day be an AP reporter, a Pulitzer Prize winner, feature editor at the New York Times, or the sports anchor at CNN or ESPN.
Friedman is a man who clearly loves his job and loves the mountain that he markets 24/7.