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In any interview, especially within the realms of media, political, and public relations, the need to stay on message-to ensure key points are heard-is what is expected of an individual being interviewed. A very successful approach to accomplishing that goal is through a technique in communication called bridging. Whether a public figure, a business leader, or anybody else in the limelight, knowing your way around bridging can be handy in your effort at controlling the situation and keeping yourself out of answering questions difficult to handle or irrelevant.
In this article, we look at what bridging is, when one should bridge, and how one can get better at doing so.
Table of Contents:
1.What is Bridging?
2.When should Bridging be used?
3.How to Improve Your Bridging
Conclusion
1. What is Bridging?
Bridging is a communications technique that allows an interviewee to move away from a question they do not want to answer directly, or which does not lead to their key messages, aligning with something more relevant or more favourable. It allows the person being interviewed to acknowledge the question while gradually turning the conversation to the point they wish to make.
Rather than avoiding the question entirely, which can make one appear to be evasive, the candidate briefly responds to the question and bridges into the topic they want to discuss. This will keep them on message without sounding artificial.
Common Bridging Phrases:
“That’s an interesting point, but what’s more important to consider is…”
“Yes, and let’s not forget that…”
While that is one way of looking at it, what we really need to focus on is.”
“I understand your concern, but let me highlight.”
These are just some of the phrases that help the respondent subtly move the discussion in a direction whereby they can strongly asserts their core points or talking points.
2. When should Bridging be used?
Bridging can be done in so many ways, especially in media interviews or public speaking situations. Here are some common situations where bridging can be useful:
A) When unpleasant or difficult questions are put:
In case an interviewer asks a question that’s challenging, potentially damaging, or one on which the interviewee does not want to dwell, bridging is the way through which such an uncomfortable topic can be skirted. In this way, this kind of approach inhibits the interviewee from falling into any negativity, and he gets right into something more constructive.
B) When the Question is Off-Topic
Occasionally, interviewers ask irrelevant questions or even stray quite a distance from what the interviewee wants to talk about. Instead of wasting time on a topic that doesn’t add anything of significance to the pursuit of the interviewee’s objectives, they use bridging to return the conversation to a more favourable direction.
C) To Emphasize Key Messages
But even when questions are valid and relevant, bridging can be useful in helping to underscore key points the interviewee wants the audience to remember. It keeps the interviewee on message and ensures their most important ideas are not only well-conveyed.
3. How to Improve Your Bridging
The ability to bridge doesn’t just happen overnight; it takes time and practice. Here’s how you can improve your ability to effectively bridge in interviews:
A) Know Your Key Messages
Prior to an interview, you want to know and focus on your core key messages. In your mind, consider the three or four key messages that you would want to take away from the audience and be ready to bridge to these messages throughout the interview. You will be quick if you will have them in front of your mind.
B) Anticipate Regular Questions
As far as possible, anticipate the types of questions you are likely to be asked- especially those that you may not want to answer or that are potentially difficult to deal with. If you can prepare for the difficult ones, then in advance you will be able to work out how you might bridge to your key messages. Rehearse your response to ensure you could briefly move from the question to the point you want to make without seeming to avoid the question and appearing unnatural.
C) Rehearse Bridging Techniques
Bridging does take practice. Consider holding mock interviews with a colleague or media coach in which you practice using bridging phrases naturally. Practice acknowledging the question briefly before smoothly transitioning into your message. The more you practice, the more comfortable you will be using bridging during real-time interviews.
D) Stay Calm and Listen
One of the keys to successful bridging is a matter of poise-even when you’re faced with tough questions. If you’re flustered or anxious, attempts to bridge may sound contrived or awkward. Listen carefully to the question being asked, and then respond thoughtfully while guiding the conversation where you want it to go.
E) Be Natural
One of the risks with bridging is that it can sound deceitful if it’s not well executed. If you blatantly avoid the question or use the same bridge in your response multiple times, the interview begins to sound mechanical. You want to be able to acknowledge the question honestly and then bridge into your key message. Each response should feel like it’s part of a continuing conversation, not a rehearsed statement.
Conclusion
Bridging is an effective mechanism in interview management that ensures the delivery of key messages across. Whether it is a difficult question tossed at you or the need to bring back the conversation on track, bridging affords you the opportunity to steer the discussion while still being respectful to the flow of the interview.
With mastery of the art of bridging, any question from an interview can be converted to an opportunity to impress your interviewer with your strengths, ideas you want to sell, and keep control. And with practice, preparation, and coolness, you would be well equipped to handle even the trickiest of interview questions with surety and poise.
Premiere Podcast Studios is a bespoke podcast recording studio located in Shoreditch, London. Find a recording slot today or contact us for more information