Bridging — Definition
Bridging is a verbal technique used by media-trained spokespersons to pivot from a difficult or off-topic question back to their key messages smoothly and credibly.
What Is Bridging?
Bridging is a verbal technique used by media-trained spokespersons to transition from a difficult, hostile, or off-topic question back to their prepared key messages — smoothly, credibly, and without appearing evasive.
Reporter: 'Isn't this product launch delayed because of quality issues?' Spokesperson: 'What's most important is that when this product reaches our customers, it meets the standard they expect — and let me tell you about the innovations we're bringing to market.' The bridge phrase 'what's most important is...' pivots away from the negative premise without acknowledging it.
Bridging is the most-used technique in any media-trained spokesperson's toolkit. Without it, executives either answer the question they were asked (potentially walking into a trap) or refuse to answer (appearing evasive). Bridging offers a third path: acknowledge the question's topic while steering to your own ground.
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