By Lois Whitehead, Public Relations Manager

Though it’s more commonly known as a structure that spans two points or a game of cards especially popular with the senior citizen sector, a bridge can be an integral part of a successful media interview. Known in media circles as the “bridging” technique, the idea of the bridge is to acknowledge the questions or issues raised by a journalist, while transitioning the interview toward the message or information that you want to get across.

While helpful, the bridging technique is only as effective as the preparation that goes into the interview. If you are going to participate in a print or broadcast interview, consider:

1. Becoming familiar with the reporter and his or her interviewing style. Becoming familiar with the publication or news outlet and their editorial tone and format is also beneficial.
2. Practicing out loud, preferably using an audio or video tape recorder. This will help you get comfortable with the interviewing process.
3. Making a list of difficult questions that you believe you will face.
4. During the interview, follow these few basic steps:
5. Listen closely to the question being asked.
6. Pause, think and focus on the message you want to deliver.
7. Find a word or phrase in the question that you can use as a building block on which to create a bridge of words to your message.
8. Answer by touching on the question (perhaps even directly answering it), but always go on to say what you want to be known: your message.