When media trainers teach the "Bridging" technique, we
essentially counsel spokespersons to be prepared for difficult
questions and have a plan for how to respond to a criticism or
truthful negative facts.
Most of the people we coach can't get away with the
"politician's gambit" most often practiced on Sunday morning talk
shows. Credibility is strained with answers that begin, "Well, Bob,
I'm glad you asked me that. That reminds me of an issue that's on
the mind of the voters." In most business settings, this type of
response results in a loss of credibility with the reporters,
viewers and customers.
The Bridging technique is an acceptable way to answer difficult
questions. The essence of the Bridging technique is to acknowledge
the question or issue, then make a transition. We often say that to
win the checker game, you have to give up a checker piece.
Here's an example of how to apply the technique. A couple of
years ago an auto manufacturer was preparing for a series of
interviews related to one of its vehicles. It was well aware of its
assets and a few liabilities. So they anticipated the question:
"Your vehicle has only one airbag. Your competitors have two. Isn't
that right?" The company knew this was so (and it was the same
question a dealer could receive from a customer).
Bridging by Media
Here's how the Bridging technique can be applied depending on
the media:
On live TV, the hosts often ask questions filled with facts and
charges. They then allow the spokesperson to answer and deliver
their side of the story. Very rarely (except on "Nightline" and
investigative shows) do the hosts follow up aggressively. They
usually move to the next question. In this case, the response was
something like: "When you bring up airbags, we need to address the
overall subject of safety and our total safety package. We find
that our customers prefer standard ABS brakes since this is
perceived as crash avoidance." Depending on the show, as long as
you address the target of the question, the reporter will allow you
to provide your version of the answer.
Shifting to a print reporter or a more aggressive TV/Radio
questioner, there's nothing wrong with making the reporter work for
a story. So, I would initially coach any spokesperson to answer as
above. But be prepared for a comeback:
Q: We'll come to the ABS issue in a moment. I just want to
confirm for my article whether it's one or two airbags.
A: You're right, we only have one airbag on this year's model.
We'll have two next year. However, we find that our customers
prefer standard ABS brakes, since that's an element of crash
avoidance.
If a reporter pushes back, give up the checker. Otherwise,
you'll lose something very valuable, credibility.
Other Differences by Media
In addition to differences in bridging, here are a few other
areas of how to coach differently for electronic and print
media.
#1 For TV and radio, keep answers short. The average sound bite
isn't more than eight to 12 seconds. That doesn't mean all answers
need be that short. A good editor can bring up the sound at the
right moment, but keep answers to 30 seconds or so. Try not to go
longer than a minute or so on any answer (for any reporter) and try
not to talk faster than a reporter can type.
#2 For edited TV and radio, try to use the subject of the
question in your answer. This makes for an easier edit. If a
reporter asks: "What do you use a watch for?" respond, "You use a
watch to tell time." Reporters will thank you for making it an
easier edit. This isn't a bad rule for print, but not as
necessary.
#3 For live TV and radio, only after you've answered a few
questions and established credibility can you earn the right to
change the subject without a question. The approach is: "Here's the
answer to your question, Rhonda, but there's something else I would
like to add that's critical to your viewers...." Option two: "If I
may, Jim, since we're short on time, I'd like to address a very
important topic...."
The print or edited electronic version of this technique is to
take advantage of the last question asked by the reporter and
bridge to the key information. "Is there anything else you'd like
to add?" is enough of an opening.
How to Play 'Bridge'
The Bridging technique only works as well as you prepare.
#1 Make a list of the most difficult questions you will face.
Figure out your answers -- what, if any, checkers you have to give
up -- and where you want to Bridge to.
#2 Research the reporter, the type of article or show, and
his/her personal questioning style.
#3 Don't get trapped by the style of the questions. For example,
even if you Bridge well to the positive answer, if you repeat the
negatives in the answer/denial, that could be your quote, not all
of your good information.
#4 Practice out loud, preferably with audio or video tape. This
will improve your chances of answering better during the actual
interview.
Andrew Gilman is president of CommCore Consulting. He can be
reached at [email protected].