At the end of a news conference, it is common courtesy to open your panel of experts up to questions from the press. This can be terrifying and spin madly out of control if not done properly.

The moderator should ask reporters to raise their hands, identify themselves, and ask their questions. If you allow a free-for-all, bedlam could ensue. Use this Q & A time as an opportunity to weave into the answers the most important sub-points you identified before the news conference. In other words, this is yet another chance to drive home your key messages.

One of the ways you can do this effectively is by practicing the bridging technique, in which you “bridge” from the reporter’s question to a response you want to give. Examples of bridges include “that’s a common misconception and I’d like to set the record straight” or “we’re asked that question often and the most important point we want to make about it is…”

For more tips on how to keep the ball in your court during a news conference, check The News Conference: When to Hold It and How to Do It Right.