An excerpt from Kathy’s book.
Page 151: USE PROVEN ANSWERING TECHNIQUES
Bridge to Your Message.
This may be the most important answering technique in any interview. “Bridging” is simply a matter of taking the question you were asked and linking it to an answer you want to provide. Done correctly, a bridge takes you from the reporter’s agenda to your agenda, without making it seem as If you’re avoiding the question.
Remember, you are not doing an interview to simply answer questions. You are using it as an opportunity to state your agenda which you’ve identified during your preparation for the interview. To do that, those who are best at interviews have mastered the art of bridging. They acknowledge or answer the reporter’s question, then shift to their own positive points and examples. In a sense, every question becomes an opportunity to “score” one of your messages. Ideally, everywhere a reporter goes in his notes, audiotape, or videotape, he’ll run into one of your messages.
Another Excerpt, this from page 174:
Anything You Want to Add?
Many times reporters will ask this question or something similar at the end of an interview. Always take advantage of this one last opportunity to repeat your key messages. Not only does that mean the last thing the reporter hears is your positive points, but also I often found this was the best soundbite interviewees gave me because they were thinking about summarizing everything important they had just talked about. They were able to say it quickly, clearly and concisely. Even if the reporter doesn’t ask the question, you can volunteer the summary statement, “Before we finish, let me say again that…”
visit Kathy’s website: Master Your Message