Bridging

What is Bridging?

Bridging is an interview technique for steering from a question to your own message. With a verbal “bridge,” you briefly take up the question and then elegantly steer to the central statement you want to place.

Bridging in Detail

Bridging (English for “building a bridge”) is one of the most important tools in media training. It makes it possible to keep control of the conversation even with unsuitable, critical, or rambling questions, without ignoring the question. Typical bridge formulations are “What is especially important in this context is …,” “Let me put that into context …,” or “The decisive point is ….” The art lies in the balance: the question must not be clumsily blocked, otherwise bridging seems like evading. Used well, it combines a brief, fair reaction to the question with the transition to your own key message. Bridging requires a clearly prepared message and becomes more composed the more often it has been practiced.

In practice, bridging is perhaps the most important interview technique – and at the same time the one that most easily goes wrong. Those who completely ignore the question and clumsily jump to their own message seem evasive and non-credible. The art lies in taking up the question briefly and fairly and then steering over with a natural formulation. Proven bridges are phrases such as “What is decisive is,” “Let me put that into context,” or “What is often overlooked here.” The prerequisite is a clearly defined key message to steer toward. Bridging requires practice so that it sounds composed and not mechanical – and the willingness not to block critical questions but to use them.

How does Bridging work?

Bridging combines two steps: briefly address the question, then steer to your own key message with a bridge formulation. This way you keep control of the conversation without rudely blocking. The prerequisite is a clearly defined message and practiced timing.

Bridging – Examples in Practice

To a critical question, a spokesperson answers: “That's an important point – but what is decisive for us above all is ….” A CEO steers from a detail question to the overall strategy. An expert uses a leading question as a springboard to her key statement.

Bridging: Key Features at a Glance

• Purpose: steer from the question to your own message
• Formulation: a brief, fair reaction plus a bridge
• Balance: neither block nor evade
• Prerequisite: a clearly prepared key message
• Benefit: keeps control of the conversation

Related Terms

• Key Message
• Agenda-Setting
• Quick-Wittedness
• Counter-Question
• Interview Training

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Bridging: Frequently Asked Questions

What is bridging?

An interview technique with which you steer from a question to your own key message – via a verbal “bridge.”

How does bridging work concretely?

You take up the question briefly and fairly and then steer to your own message with a formulation such as “What is decisive is ….”

Is bridging the same as evading?

No. Evading ignores the question. Bridging takes it up briefly and connects it with a relevant message of your own – fairly and comprehensibly.

How do you learn bridging?

Through a clearly prepared key message and practice: the more often you train bridge formulations, the more natural and composed the transition succeeds.