By Andrew Gilman
If you recall the Paul Simon song "50 Ways to Leave Your Lover," then you can relate to the number of ways to transition - or bridge credibly - to your messages in an
interview.
First, a couple of rules:
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Rule 1: You don't have to answer every question a reporter asks. It's not a deposition or a test, in which there are sanctions for non-responsive answers to a
question.
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Rule 1a: You should be credible when you decline to answer a reporter's question or bridge to your responses.
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Rule 2: Most reporters don't expect you to answer every question. They already know your answer. Think of certain questions as fishing expeditions; they dangle
the question as bait to see if you'll bite.
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Rule 2a: You should be credible when you decline to answer a reporter's question. Reporters don't mind a non-answer and a bridge particularly if you give a
reason for the non-answer.
So, what are some of the better ways to make transitions to your points?
In the classic bridging technique (covered in other columns), you must answer the question and transition with words such as "but" and "however." I view this type of Q&A
like playing a game of checkers. You have to lose a piece - for example, giving up a fact before bridging to a response - to win the game. Here's an example of giving up a
checker.
"Yes, we did have a product recall last year. We also replaced all of the parts in question, extended the warranty and our sales are up 22% over last year."
The article will either have the fact or simply quote you about the recall alone, but there's a fair chance that the other statements will help balance the bad facts.
There are other transitions you can use when you don't need to answer the reporter's direct question. Here are several that work, depending on the question and situation:
*Proprietary, non-public information: "I can't answer that because it's proprietary (negotiations, research, classified information). But what I can tell you is ..."
*Competitor Bashing: "I think you'll have to ask them that question. I can remind you how our product/service is doing in the market place. You might also look at the
industry analyst report that shows our advantages over the competition."
*Ongoing investigations or litigation: "We don't discuss pending litigation or investigations. I can share information that is on the public record."
*Lack of knowledge: "I haven't seen that study, so I can't comment on it. If you e-mail me the information, I will look into it. I can talk about a related
study..."
Or ..."I am not the subject matter expert on this topic (even though you know some of the information). We will try to find the SME on this topic. What I can share with you is
..."
*Narrow questions at the start of the interview: "I will get to that specific question in a moment, but first let me present a couple of points to provide
perspective."
*Multi-part questions, when one part is off limits: "I can't answer the first part of your question, but I can clearly address the second part..."
This technique works well with regulatory testimony when you don't want to be reminded that you haven't addressed all issues.
*Hypothetical or forward looking questions: "I don't have a crystal ball, but here's what we're doing now. Or: I don't want to speculate, here's what I can share with
you..."
*Personal Opinions: "My personal opinion is not the issue here. I am here as a subject matter expert on..."
*Repeated versions of the same question: "It sounds to me that you're asking a slightly different version of the previous question(s). Let me restate the basic point
..."
In order to bridge and transition, it's important to develop good listening skills. Absent from TV interviews, take a few notes, pause, and then use your transition phrases and
bridge back to your core message. PRN
CONTACT:
Andy Gilman is the president of CommCore Consulting Group. He can be reached at [email protected].