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Quick Hit: Bridging Versus Spinning

When conducting media training, I stress the use of bridging to shift from the question asked to an answer the respondent feels comfortable sharing. I stress that communicators must pair the right bridge with the question asked or it will feel like the speaker is being disingenuous with their response. In other words, it will feel like the speaker is spinning. Well, I just watched a video on Vox that breaks down KellyAnne Conway’s responses to questions, and boy, does my counsel ring true. This is also the perfect moment to mention my next piece of advice: Ensure the talking point that you are bridging to is rooted in truth. Otherwise, you risk making a bridge look like a dodge in an interview.