|
The best way to stay on
message is to use bridging statements. A
bridging statement is simply a transition
from one topic (based on a reporter's
question) to a subject you want to talk
about (your message). I'm not saying that
you should ignore the reporter's question.
You should answer the question as briefly as
possible, and then bridge to your message.
Sometimes you are introducing your message
for the first time, while other times you
are reinforcing it. Here are some examples
of bridging statements that will effectively
help you stay on message:
-
The fact is ...
-
What I recommend people
do is ...
-
Let me re-emphasize
something I said earlier about ...
-
That's why it is
important to ...
Sometimes you need to
abruptly change the direction of the
interview. Perhaps the reporter has wandered
into a different direction, or is touching
on a controversial issue, and you want to
get back on message. Here are some bridging
statements you can use:
-
The question that you
should ask is ...
-
The real issue here is
...
Remember, many times the
reporter's next question will be based on
your last answer. If you successfully bridge
to your message, the reporter may stay on
that topic. But remember, using bridging
statements take practice, just like any
other skill.
The
"Media Interview Tip of the
Month" is taken from my book,
Winning Media Interviews: Sure-Fire Tactics
to Get Your Messages Out. Feel free to
share my tips with your staff and
colleagues. I would like to hear from you
about using the techniques I discuss in my
book. Also, send me a note and let me know
if it is okay to share your comments with
others on this web page (to contact Steve go
here.)
|
