22 bridging phrases to help you control media interviews

What is the point of doing interviews with the media if you don’t say what you want – if you don’t deliver the key messages which promote your company or organisation, or which enhance your reputation.

None.

So how to do that?

By taking control of the interview from the journalist.

There are many ways of doing this, techniques we practise in our media training courses. One of the most important is knowing how to answer tricky questions by not answering them – and instead giving an answer which gives you the opportunity to deliver a key message.

One method we teach on our training courses is to use bridging phrases – which means that you acknowledge the question then “bridge” to what you want to say.

You’ll have heard politicians employing this technique, saying things like: “the most important point here is ….” – and in truth it does sound rather hackneyed.

But there are other more subtle alternatives.

22 bridging phrases

1. I see that, but … (key message)
2. I’m not here/able to comment on that. What I would like to say is …
3. I’d also like to add that …
4. This is a really complex issue …
5. Just to put this into some context …
6. What’s absolutely critical to remember is …
7. People have said that but…
8. I do understand why people might think that …
9. I can’t agree with you
10. To put this in perspective …
11. What you’re talking about isn’t my area of expertise, what I can say is …
12. That’s very interesting, but first let me make the point …
13. That’s very interesting, but what I believe is …
14. The point is …
15. What I’m most concerned about is …
16. What we have to look at is …
17. You wouldn’t expect me to discuss such sensitive issues with the media before talking to staff …
18. I cannot speak for xxx, you should address issues to them specifically. What I can say is …
19. Have you visited the site/seen the building/tested the equipment you are criticizing – I’d be delighted to show you …
20. I’m sorry, I don’t have the precise details. I will come back to you on that.
21. May I finish the point I was making …
22. I’m sorry, I don’t know. However, what I can say is …

Have a few of these up your sleeve when you’re doing a potentially difficult interview, and it should help you take control.

Rough House Media has trained thousands of senior spokespeople and experts to make the most of every interview opportunity by taking control and delivering their key messages. Find out how we can help you by emailing us on info@roughhouse.co.uk or calling 020 8332 6200.

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