When it comes to Media Relations everyone wants to know how to Bridge. That’s the skilful art of avoiding the question and delivering your message.
Unless you practice bridging constantly you will fail miserably if you try to do this when the camera is glaring at you and a microphone is shoved in your face.
So let’s start with bridging statements that can work.
My favourite is, “I see the point you are trying to make, however, let’s look at the facts” and then give the answer you came to give when you agreed to the interview.
A common bridging statement is “that’s an interesting question, but we need to remember” followed by the answer you want to give.
The challenge for you is developing a series of statements that when they come out of your mouth make sense and take the reporter and viewers to the place you want them to go.
You know you’ve succeeded when the follow up question relates to your answer, rather than the original question.