Bridging
Interview technique for transitioning from difficult questions to key messages.
Definition
Bridging is a media interview technique where spokespeople acknowledge a question, then pivot to deliver prepared key messages. It allows graceful navigation away from topics without appearing evasive.
Common bridges include phrases like "That's important, and what's really significant is..." or "The bigger picture here is..."
Why It Matters
Skilled bridging ensures interviews deliver value for both the journalist and your organization. Without it, hostile or off-topic questions can derail entire interviews.
Bridging demonstrates media sophistication and keeps spokespeople in control of their narrative.
Examples in Practice
When asked about a competitor's claims, the spokesperson bridges: "What our customers tell us is more relevant—they say..."
A CEO bridges from a question about layoffs to discuss the company's investment in new growth areas.
Media training includes practice bridging from anticipated tough questions to predetermined key messages.