Question

A talk show host kept asking the spokesperson of Sunntark Pharma about details of unethical animal testing practices that her organization has carried out over the past decade. Instead of directly answering the host’s questions, the spokesperson coolly answered that her organization has pioneered a safe drug testing method and that Sunntark Pharma aims to set the benchmark for such safety measures in the future as well. What approach did the spokesperson employ?

Answer 1

The spokesperson for Sunntark Pharma skillfully applied what is called the bridging technique in media training.

Step-by-step explanation:

One of the elemental techniques taught in media training is the bridging technique, and it is an important tool that public figures and spokespersons can learn to help them control the course of a question period, debate, or interview. The bridging technique allows the person to control the course of the interview or question period by moving the topic from a negative or unhelpful comment onto something that is positive or helpful for what the speaker is trying to convey. In the original question, the spokesperson who was being interviewed used the negative lead of animal testing to give a positive spin by mentioning safe drug testing procedures and effectively took control of the interview. It is also a technique that is commonly used by politicians. Try to spot instances of it the next time you hear one being questioned or interviewed!