23 Sep What to Say in a Media Interview When You Don’t Like the Question

…Every interviewee faces questions they’d rather not answer. Maybe it’s too personal, off-topic, or simply not where they want the spotlight to shine. Inexperienced guests often stumble here, sometimes blurting out: “I don’t want to answer that!” Not only does this create an awkward moment, but it can also damage credibility.

Seasoned communicators, on the other hand, use a technique known as bridging communication. Instead of dodging, they gracefully acknowledge the question and then pivot toward the message they do want to emphasize. It’s like verbal judo – redirecting the energy of the conversation without resistance.

I’ve seen this play out from both sides of the microphone. As a guest, I’ve been asked questions that made me uncomfortable. Early in my journey, I didn’t always know how to handle them and sometimes reacted defensively. Later, as a host, I’ve asked questions that caught my guests off guard – and a few reacted in ways that made the conversation tense or awkward. Those moments taught me a powerful lesson: how you handle the question often matters more than the content of the question itself.

Politicians are famous for bridging. You’ll often hear them say:

• “That’s an important question. What I think people need to know is…”
• “I see why you’d ask that. What’s most critical to understand is…”

These phrases validate the interviewer while steering the conversation to safer, more strategic ground.

Bridging doesn’t mean ignoring the question. It’s about redirecting with respect. A well-rehearsed bridging phrase helps you stay in control of the narrative, protect your credibility, and keep the conversation aligned with your goals…

This is an excerpt taken from an upcoming book. Stay Tuned!

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