Bridging vs. Dodging: How to Maintain Credibility While Redirecting Questions

Interviews and media interactions can become challenging when unexpected or tricky questions arise. Navigating these situations successfully is an essential skill for any PR professional. How you handle these questions often determines whether you maintain credibility or lose trust. Two standard techniques used are “bridging” and “dodging.” While bridging is an ethical way to redirect a conversation to a more favorable topic, dodging can quickly come off as evasive and damage a person’s or company’s credibility. 

What Is Bridging?

Bridging is a technique used in communications and PR that involves steering the conversation from an off-topic or challenging question to a critical message or talking point. Unlike dodging, bridging allows you to acknowledge the question while tactfully transitioning to a topic you are prepared to discuss. The goal is to keep the conversation productive and aligned with your goals without appearing evasive or dismissive.

How Bridging Works

Imagine you’re in a live interview, and the interviewer asks about a sensitive issue that could damage your brand. Instead of avoiding the question entirely, you would acknowledge it and smoothly shift the focus toward a related, more favorable topic. This helps you control the conversation while still engaging with the interviewer.

Here’s an example of bridging in action:

Interviewer: “There’s been much criticism regarding your company’s environmental policies. Can you explain why the changes haven’t been implemented faster?”

You (Bridging): “That’s a valid concern, and we’ve been actively working on it. While some changes have taken time, we’ve already made significant progress in reducing our carbon footprint. Last year, we cut emissions by 20% and are on track to meet our long-term sustainability goals.”

In this case, you’ve acknowledged the question without getting bogged down in negativity, and you’ve taken the opportunity to emphasize a positive message.

Critical Components of Effective Bridging

To effectively use the bridging technique, it’s essential to follow some basic principles:

1. Acknowledge the Question: Don’t avoid the question altogether; briefly address it to show you’re not dismissing it.
2. Use Transitional Phrases: Phrases like “That’s a great point, and it’s important to remember…” or “While that’s one way to look at it, what we’ve found is…” help transition smoothly.
3. Stick to Key Messages: Redirect the conversation to something you are prepared to discuss. Having key talking points prepared ahead of time can be very useful.
4. Maintain a Conversational Tone: Bridging should feel natural, not forced. Stay calm and composed, and speak with confidence.
5. Be Concise: Avoid rambling. A tight, focused response helps maintain control over the conversation.

You’re bridging works because it feels organic. You acknowledge the question while moving the conversation in a direction that aligns with your objectives.

What Is Dodging?

On the other hand, dodging is when you avoid answering a question directly or ignore it entirely. This often leads to frustration on the part of the audience or interviewer and can make you appear dishonest or untrustworthy. While dodging might seem like a quick fix to avoid an uncomfortable subject, it usually backfires, especially in today’s media landscape, where authenticity is highly valued.

How Dodging Happens

Dodging can happen in several ways:

• Ignoring the Question: It can be evasive and insincere when you pretend a question wasn’t asked. The interviewer will likely notice; the audience may feel you are hiding something.
• Answering a Different Question: Sometimes, dodging takes the form of answering a question that wasn’t asked. For example:
• Interviewer: “What steps are you taking to improve customer satisfaction?”
• You (Dodging): “We’ve been in business for over 20 years and have always prided ourselves on quality service.”
• Here, you’ve avoided the specific question and failed to address the interviewer’s concerns, which can damage credibility.
• Overloading with Information: Giving long-winded answers full of irrelevant details in an attempt to distract from the original question is another form of dodging. This tactic is usually easy to spot and can frustrate your audience.

The Risks of Dodging

Dodging questions can have several negative consequences, including:

• Loss of Credibility: Audiences can tell when someone is dodging a question. Over time, this erodes trust and makes future communications more difficult.
• Negative Media Coverage: Dodging can make headlines, with phrases like “refused to answer” or “evaded the question” appearing in news stories.
• Reinforcing Negative Perceptions: If you’re already dealing with a sensitive issue, dodging can make you seem guilty or unable to defend your position.

Bridging vs. Dodging: The Ethical Line

The line between bridging and dodging can seem thin, but it is grounded in ethics and transparency. Bridging involves addressing the question in some form and showing respect for the interviewer’s concerns while guiding the conversation toward your talking points. On the other hand, dodging is an attempt to evade accountability or avoid complex topics.

Why Bridging Is Ethical

When done correctly, bridging helps you control the conversation without misleading your audience. It’s a strategic way of addressing concerns while highlighting the positive aspects of your message. Ethical bridging involves:

• Acknowledge and Respond: By acknowledging the question before shifting to your key points, you show respect for the person asking the question and the topic at hand.
• Transparency: Even though you are steering the conversation, you aren’t hiding information or pretending the question doesn’t matter.
• Providing Value: Bridging allows you to answer questions that provide value to your audience rather than leaving them with unanswered concerns.

For instance, bridging can be a lifesaver in crisis communications when dealing with a delicate topic. You don’t want to provide misleading information or give away confidential details. However, you still need to provide reassurance and clarity.

Why Dodging Is Unethical

Dodging can damage your reputation because it communicates that you’re unwilling or unable to provide a satisfactory answer. This can raise more suspicion and lead to additional scrutiny. Dodging also shows a lack of respect for the audience or interviewer by implying that their questions aren’t worth addressing.

Dodging is particularly risky in the age of social media. Evading a question during a live interview can be clipped, reposted, and scrutinized by millions within minutes, amplifying the negative impact.

Tips to Master Bridging Without Dodging

To master the art of bridging without appearing evasive, here are a few strategies to incorporate:

1. Be Prepared: Know your key messages and have them ready. Anticipate tough questions and think through how you might handle them.
2. Practice Active Listening: Pay attention to the question being asked. A common mistake is rushing to pivot before fully understanding the question, making you seem dismissive.
3. Stay Calm Under Pressure: It’s easy to sound defensive or rushed in heated situations. Maintaining a calm demeanor makes it easier to bridge smoothly.
4. Respect the Interviewer: If the interviewer pushes for more detail, don’t shut them down. Acknowledge their persistence, but respectfully reinforce your key points.
5. Be Honest: If you don’t know the answer, admit it and promise to follow up later. Audiences appreciate authenticity over feigned knowledge.

Why Choose RLM PR for Your Public Relations Needs

At RLM PR, we recognize the crucial role that strategic public relations plays in building and maintaining a brand’s reputation. Whether you’re a startup looking to make your mark or an established company seeking to elevate your visibility, our team of seasoned PR professionals is here to help you reach your goals. With years of experience across a variety of industries, RLM PR understands how to craft the right message, connect with the media, and drive impactful results for your business.

We offer customized public relations solutions tailored to your specific needs, whether it’s media outreach, crisis communication, brand management, or thought leadership. Our approach combines deep industry insights with innovative strategies to ensure that your brand’s story resonates with your target audience and generates real, measurable results.

If you’re looking for a trusted partner to handle your public relations, look no further than RLM PR. With a proven track record of success, we are committed to helping you strengthen your brand, build credibility, and achieve long-term growth. Contact RLM PR today to explore how our expert team can take your PR efforts to the next level.

FAQ

1. What is the critical difference between bridging and dodging?

Bridging is a technique that acknowledges a question before redirecting to a critical message while dodging involves avoiding the question altogether, which can damage credibility.

2. Why is dodging considered unethical in PR?

Dodging can be perceived as evasive or dishonest, leading to a loss of trust and credibility. It implies that you’re unwilling to address legitimate concerns.

3. How can I practice bridging effectively?

Preparation is key. Anticipate tough questions, know your key messages, and use transitional phrases to guide the conversation without ignoring the original question.

4. What are examples of transitional phrases used in bridging?

Phrases like “That’s a great point, and it’s important to remember…” or “While that’s one way to look at it, what we’ve found is…” help shift the focus while still addressing the question.

5. Is it ever okay to dodge a question in PR?

Dodging should generally be avoided, as it can harm credibility. If you don’t know the answer, it’s better to admit that and promise to follow up later.