How to 'bridge' to your message

Should ‘bridging’ by media spokespeople get a bad rap?

It’s easy to see why it does. When the tactic is overused, simply repeating expressions such as ‘the important point is...’ can be seen as evasive.

It’s an interview. You’re expected to at least address the reporter’s question.

Just ask the former UK Labour leader Ed Miliband, famous for once repeating the same soundbite six times. His robot-like performance became known as the ‘Miliband Loop’.

https://video.wixstatic.com/video/a560a5_53100b3245a04fdeae11f28ced4dfc3f/360p/mp4/file.mp4

The infamous 'Miliband Loop'

So, is bridging an outdated art? Not at all.

A spokesperson’s job is to convey the key points they came to deliver.

There’s little point conducting an interview if you can’t get your message across.

Respond to the question

Here’s a simple structure which can help a spokesperson maintain credibility while handling difficult or off-topic questions:

A: Acknowledge the question. Listen to what the reporter is asking and give a meaningful response, even if it’s only short.

B: 'Bridge' or transition to one of your key points. You are now adding to your answer on your own terms. Use language you are comfortable with, otherwise you’ll sound scripted.

C: Communicate your message. Make sure it resonates with your intended audience. Bring it to life with an example or proof point and take the opportunity to tell your story.

Acknowledge. Bridge. Communicate.

When used with care and genuine responsiveness, the bridging technique is a legitimate part of the spokesperson’s toolkit.

It’s a practiced skill all CEOs and executive leaders should learn.

Do you agree? Or do you believe it is far too overdone?