Most of us have found ourselves in awkward
situations where we, or others, said something
that ground communications to a halt. Or,
we've left a meeting wishing we'd said more
to advance our position but couldn't find
the appropriate transition to continue making
our points.
The frustration of these situations is greatly
compounded when this lack of effective communication
occurs before the media.
Here are some simple devices that allow
you to effectively transition to deliver
all of your key messages, while moving away
from sensitive questions.
Walk the bridge: One technique is called
a "bridge." This is a phrase that
allows you to make effective transitions.
A bridge is also a great metaphor. Picture
yourself walking across a bridge to safety,
away from dangerous issues. Also, picture
yourself walking toward your goals, toward
the key messages you are seeking to deliver.
So, instead of answering a question with
one message and stopping, you can bridge
to each of your other messages. Examples: "That's
a good point, but the key issue is." " In
addition, our research shows." "Not
only have we grown profits, but we've also."
Flag it: The other device is called a "flag." You
use a flag to signal to your audience that
a particular point is critical. The metaphor,
of course, is waving a flag for attention.
For instance, in answering a question about
your area of expertise, you might say, "The
most important thing for people to remember
is." "The critical issue is." "The
focus of the debate is."
Gentle warning: It's important to note that
these devices are best used with some subtlety.
Don't be like a politician , leaping from
one topic to another with no logical transition
between.
Carry your flag, and cross your bridge,
with finesse. You won't be elected MP, but
you'll find you've more effectively communicated
with your key audiences.
