Media interviews can take unexpected turns, but that doesn’t mean you have to lose control of your message. Whether you’re facing a tough question or simply steering the conversation where it needs to go, bridging is a valuable tool. Done well, it keeps you composed and ensures your audience walks away with the right takeaway.

Use Bridging Techniques to Stay on Track

Bridging keeps your key messages at the center of the conversation during media interviews. A simple way to think about it is using the ABCs:

• Acknowledge the question – Show that you’ve heard and understood what’s being asked.
• Bridge to your message – Use a neutral phrase to transition smoothly without sounding dismissive.
• Communicate your key message – Reinforce the main point you want the audience to remember.

However, bridging phrases aren’t just canned responses and they work best when used strategically. Here are four ways to apply them in real-world scenarios:

Avoiding Comparisons

A reporter might ask, “Isn’t your platform just another tool in an already crowded market?” This is an opportunity to differentiate your offering rather than get caught in a comparison:

• “That’s one way to look at it, but what sets us apart is how our AI is built specifically for enterprise workflows, reducing manual effort and improving accuracy at scale.”
• “The real value here is in how our platform integrates seamlessly with existing tech stacks, solving a key adoption challenge for IT leaders.”

This keeps the discussion centered on what makes your solution unique.

Addressing Questions Outside Your Expertise

If a reporter asks about quarterly revenue projections and you’re the CTO, not the CFO, you need to stay in your lane while still offering value:

• “I can’t speak to specific financials, but I can tell you that demand has been strong, and we’re seeing rapid adoption in key industries like retail and supply chain.”
• “Our finance team handles that, but from a technology standpoint, we’re investing heavily in R&D to ensure our platform stays ahead of evolving security threats.”

This approach prevents speculation while reinforcing relevant points about your company’s progress.

Reframing a Question to Provide Clarity

Sometimes, a question frames an issue in a way that doesn’t reflect the full picture. If asked, “Won’t increased automation lead to job losses?” you can reframe and redirect:

• “What we’re actually seeing is that automation is freeing up teams to focus on higher-value work, reducing burnout and improving job satisfaction.”
• “The conversation isn’t about replacing jobs—it’s about enabling teams to work more efficiently while improving outcomes for customers.”

This allows you to correct misconceptions and shift the discussion to a more constructive angle.

Wrapping Up and Closing Strong

Reporters will almost always end an interview by asking, “Is there anything I did not ask you?” Never pass on this question. A strong close reinforces your message and ensures your key points stick. If an interview is wrapping up, you might say:

• “At the end of the day, our goal is to help enterprises harness AI in a way that’s practical, secure, and delivers real business value.”
• “This is about making complex technology easier to implement and manage so businesses can focus on growth, not IT headaches.”

Final Thoughts

Effective bridging isn’t about dodging questions but steering the conversation with confidence. It helps you stay in control of interviews, making sure your key messages land, no matter what you’re asked. With preparation and practice, you can turn even the toughest questions into opportunities to reinforce what matters most.

Want to make the most of your media interviews? Matter’s Media Training Services can help your executives refine their messaging and handle tough questions with confidence.