One of the best ways to prepare for a difficult media interview is to make a list of a few of the worst questions you can imagine being asked, and prepare responses to each question.
It’s easier than you might think, thanks to a bridging statement that “bridges” from the reporter’s difficult question to your key message. If the reporter asks an innocent enough question, answer it. But if it’s a really tough question, answer in as few words as possible—“yes” or “no” or “perhaps” then bridge to your key message using a bridging statement, like this:
Reporter: “Isn’t it true that the accident could have been avoided?”
Interviewee: “Perhaps. But we had absolutely no way of knowing that the machinery was faulty. We now have a fail-safe system in place.”
In other instances, the question might be so outlandish that you don’t want to give an answer so you use a bridging statement to go directly to the key message.
In other words, what you say after the reporter asks the out-of-bounds question really isn’t an answer because it doesn’t answer the question. It’s actually a response, and it includes the key message or messages you’ve prepared beforehand.
Here’s an example of a question a reporter might ask the CEO of a food company whose product has been recalled because consumers have fallen ill. The bridging statement is in red.
Reporter: “What are you going to do if people die?”
CEO: “I won’t speculate. What matters in this situation is that our company use every resource possible to find out what happened and make sure it doesn’t happen again. Our hearts go out to those who are ill, and to their families.”
Reporters, by the way, frequently ask “what if” questions. It’s safest to not speculate and get caught in that trap.
11 Other Bridging Statements
Here are 11 other bridging statements you can use even in routine media interviews, as well as when you’re on the hot seat:
- “We find the more important issue is…”
- “I think it would be more accurate (or correct) to say…”
- “Here’s the real problem…”
- “What I’ve said comes down to this…”
- “Let me emphasize again…”
- “What matters most in this situation is…”
- “While ___________ is important, it’s also important to remember that…”
- “It all boils down to this…”
- “Let me emphasize again…”
- “And that reminds me…”
- “Before we leave this subject, I need to add…”
Difficult Questions and More Bridging Statements
You can find many more bridging statements during media interviews in this list from ImmunizeUSA.org and even more in this list of difficult media interview questions and answers from the U.S. Navy.
Do your media spokespeople understand how to create key messages and prepare for difficult questions? If not, or if they need a refresher, I do media training for companies and nonprofits. Call me at 262-284-7451 for details.
One of the best training grounds for the act of bridging is to listen to politicians being interviewed on TV!
You bet, Sheryl! The Sunday morning talking heads programs probably demonstrate bridging better than anything else on TV. Thanks for stopping by.