In this case, Narayen bridged to his key messages about Adobe’s Creative Cloud – the cloud based alternative to the Creative Suite (the "Suite" is downloaded and installed on your computer). Narayen said that in his opinion, Creative Cloud was a great product offering great value. 

It's not clear what the Cloud's value has to do with the Suite's pricing. (In fact, as the tech blog Engadget pointed out at the time, the Cloud was also priced higher in Australia than in the US!)

It’s safe to say that this question should have been better prepared by the media team. Narayen should have had an answer to this question. In any case, to bridge three times in a row is clearly too often. In the end, Narayen had to be rescued by the Adobe media person.

I think this clip shows that there are a few guidelines that you should keep in mind about media training techniques:

1. Make sure that you’re prepared for the hard questions

Adobe should have been prepared for questions about its pricing. They – and a few other US tech companies - were already under investigation for it in Australia.

If only something like “Unfortunately, I can’t discuss Adobe pricing with you at this time. Does anyone else have any other questions?” or something. It’s still weak, but at least it’s something of an answer.

Probably the best answer given the circumstances - and the focus on Cloud - would have been: "We know there is a price difference, yes. But for us this pricing issue is no longer really relevant, because we're now focusing 100 percent on the Cloud." Content wise, this would be more or less the same answer as the CEO actually gave. But it would have prevented the blogger from asking the question again, simply because the question was acknowledged rather than brushed off. 

2. Use media training techniques as a last resort.

Blocking and bridging are for situations where you genuinely won’t or can’t answer the question. Journalists (and the audience) aren’t stupid. They know perfectly well when you’re just rattling off your talking points.

It’s condescending and a bit rude to try to ‘spin’ people like this. You assume that the other person is stupid enough to fall for it. It shows that you don't take them very seriously: 'Who is this pathetic little blogger asking me questions about our pricing?' Well, he’s someone with access to the internet, and his blog will shoot to the top of HackerNews tomorrow.

3. It’s okay to be interesting, and leave your talking points at home for this once

A client of mine was interviewed shortly after receiving media training about a very innocent subject, that he was knowledgeable about. It was an excellent opportunity to display some thought leadership. Unfortunately, he decided to try out his newly acquired media techniques in a ‘live’ situation. It's human to want try out your new ninja powers. So he said: ‘I didn’t really answer the question, but I bridged and gave the journalist our key messages’. The result was that he didn’t appear in the article, and that he is probably a bit burned with the journalist.

Hate interviewing CEOs who have been over-media trained. All you get are on-message answers. Waste of everyone's time.

— Ben Rooney (@benjrooney) November 21, 2013

In these times when journalists have less time than before, they have no time or inclination to listen to boilerplate. If you try to spin them your boilerplate, they will drop you off their list of experts to call. So: make an effort to be genuinely interesting.
There are more elegant ways to incorporate your key messages than by reverting to bridges. And if there’s no room for your key messages, bad luck – try again some other time. Maybe the setting just didn’t call for it.
A friend of mine once told me about a couple he had visiting for dinner. The couple was involved in some multilevel marketing scheme (where people try to sell soap and other stuff to their friends and family). All the dinner long, they kept circling back to their little soap business. It was awkward, and not much fun, and no soap was bought that evening anyway. Don’t be that couple.

4. In extreme cases, badly using media training can kill your career

Using these kinds of techniques is also a sign of incredible weakness. If done badly, it will draw attention to your communication rather than to your message. This is almost always bad for your reputation, and even your career.
Remember when Dijsselbloem said that the Cyprus situation would become “a template” for other European banks in trouble? Those things usually follow a pattern: a politician says something in an interview, there’s headlines, the opposition is asking tough questions. The politician denies he ever said this (bad idea!). The tape of the interview appears somewhere.
The next question is usually “given his or her communication error, can person X still function?” When that dreaded question pops up, somebody will be fighting for his or her survival.
(To close: here's a clip of the same Narayen getting "media training", by the way):