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Author: Jo Detavernier, SCMP, APR

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Media trainings

Webinar: 100 Science-Based Tips for Effective Media Relations

Webinar

On 2 April 2026, Detavernier Strategic Communication is hosting a high-value webinar where 100 actionable tips are shared with executives on how to communicate effectively in media interviews.

Media interviews have always shaped reputations. In 2026, they shape credibility at scale. Interviews are replayed, clipped, shared, and increasingly indexed by AI systems that treat media coverage as a signal of authority and trust. Yet most media training still relies on intuition, anecdote, or outdated best practices that were never designed for this environment.

This is where this webinar comes in, offering evidence-based advice on how spokespeople can prepare for and deliver media interviews in ways that build equity for both the spokesperson and the brands they represent.

Hosted by Jo Detavernier, SCMP, APR – who brings over 20 years of experience media-training executives and publishing on evidence-based communication in tier-1 trade outlets – the webinar was developed in collaboration with Communication Science Group, a UK-based behavioral science marketing consultancy.

Attendees will learn:

Verbal techniques

The verbal component focuses on what is said and how it is constructed, including:
– building arguments that hold up under time pressure and interruption
– structuring answers for clarity and memorability
improving precision without sacrificing accessibility
– maintaining control of answers in print, broadcast, and podcast interviews
– adapting content for high-stakes and sensitive interview situations

The emphasis is on designing answers that work in the real conditions of media interviews – not idealized scenarios.

Non-verbal techniques

The non-verbal component focuses on how messages are delivered, including:
– vocal delivery: tone, pitch, pace, and variation
– facial behavior and emotional signaling
– gestures that reinforce (or undermine) verbal messages
– clothing and grooming as credibility cues

These elements are not cosmetic. Research consistently shows they play a significant role in how authority, trust, and confidence are perceived by audiences.

Finally, the webinar will also cover how spokespeople can align their verbal and non-verbal communication, as well as common pitfalls for those who give interviews in out-of-home settings.

Who is this for?

The webinar is designed both for people who give media interviews and for those who are responsible for preparing others to do so, making it particularly relevant for:

  • CEOs and Board Members
  • PR Directors and PR Managers
  • Marketing Directors and Marketing Managers
  • Designated spokespeople and subject-matter experts
  • In-house communications leaders responsible for media training and coaching

The webinar will take place on April 2 from 9:30 to 10:40 a.m. CT and will include a Q&A session. 

A limited number of tickets is available. Register at this link. Anyone who registers will receive access to the recorded session afterwards.

Categories
Media relations Thought leadership

Webinar: Winning B2B PR: What it takes to succeed in 2026

Webinar

On 12 February 2026, Detavernier Strategic Communication is hosting a high-impact webinar for B2B leaders who want to win more visibility, more credibility, and more market share through modern, efficient media relations.

The B2B buyer journey is changing fast – AI now shapes how decisions are made, journalists are fewer and busier, and pay-for-play is creeping into places once reserved for merit. Most brands are not prepared for this shift. This webinar shows you exactly how to get ahead of competitors who are still playing by yesterday’s PR rules.

Hosted by Jo Detavernier (SCMP, APR), principal of Detavernier Strategic Communication, and joined by senior consultants Ray Young (broadcast media) and Kennedy Nunez (the perfect B2B pitch), this session gives attendees a practical, modern roadmap for earning the right media — and using it to fuel growth.

You’ll learn how to:

  • design a B2B thought-leadership engine that consistently produces results
  • organize your team for frictionless, successful pitching
  • cast and prepare spokespeople that journalists want to interview
  • crack the code of the perfect print/online pitch
  • pitch broadcast media and podcasts with confidence
  • use earned media to boost AI citations and search rankings
  • integrate media relations seamlessly with owned, paid, and shared channels
  • unlock strategic PR wins around trade shows
  • use ESOV (Excess Share of Voice) to measure PR impact and guide investment

Perfect for leaders at scale-ups and established companies:

  • CEOs
  • CMOs
  • Marketing Directors
  • Marketing Managers
  • PR Managers

The webinar will take place on February 12 from 9:30 to 10:45 a.m. CT and will include a dedicated Q&A session. 

A limited number of tickets is available. Register at this link. Anyone who registers will receive access to the recorded session afterwards.

Categories
Media trainings

Lunch & Learn: Using ChatGPT to Prepare for Media Interviews

ChatGPT training

On November 19, Jo Detavernier will give a virtual lunch talk on how researchers can best use ChatGPT to prepare for media interviews.

The workshop is organized by SciMingo, a Brussels-based non-profit organization involved in science communication.

In this interactive session, Jo Detavernier will show trainees how to make ChatGPT their backstage coach for media interviews. Participants will learn how to uncover an interviewer’s perspective and background, refine their key messages, and prepare for tough questions using smart prompt techniques.

The first part of the session gives participants a crash course in writing effective prompts. Then, they’ll dive into a live ChatGPT demo: they’ll see the tool in action, ask questions, and even suggest prompts themselves to test what works (and what doesn’t).

The lunch session will take place on 19 November, from 2:00 PM to 3:00 PM CET.

The session is open, meaning that researchers who are not part of the SciMingo network are also welcome to join. To register (for free), click this link.

Categories
Company news

Detavernier Strategic Communication Joins German Network of Boutique Agencies

German flag

Detavernier Strategic Communication has joined Gartner’s Partners, a network of boutique PR agencies that supports German companies in expanding internationally.

Given the challenging economic conditions in Germany, many medium-sized companies are stepping up their international activities. To secure their future viability, they are exploring new export markets, outsourcing administrative tasks, and in some cases, relocating entire production sites.

Gartner’s Partners was founded as a global virtual network to provide professional strategic communication that minimizes reputational risk in the home market while supporting the development or expansion of strong corporate brands in target markets.

Key benefits for German companies working with the network:

  • Consistency: One point of contact for strategy, planning, and international coordination
  • Transparency: Streamlined administration (contract management, reporting, invoicing, etc.)
  • Effectiveness: Agile collaboration with local client teams for optimal execution
  • Quality: High-level consulting and execution driven by senior-level partners
  • Efficiency: Cost structures significantly lower than those of traditional network agencies

Gartner’s Partners is currently active in fourteen countries across all continents. Detavernier Strategic Communication serves as the network’s U.S.-based partner. All member agencies bring many years of experience in corporate communications and are well-versed in handling particularly complex challenges.

Photo by Mark König on Unsplash.

Categories
Media trainings

Jo Detavernier will teach a media training course for CSCE in June

CSCE media training

On June 26, Jo Detavernier will give a two-hour online workshop on mastering media interviews for the Centre for Strategic Communication Excellence.

The Centre for Strategic Communication Excellence is an Australian strategic communication training center offering on-demand, virtual, and in-person professional development programs. These programs are grounded in global best practices and align with the Global Standard of the Communication Profession, as well as the defined Career Paths of Communication Professionals established through extensive research by the International Association of Business Communicators.

The intensive two-hour workshop is designed to equip media spokespeople with the skills and strategies needed to successfully navigate media interviews. Participants will learn how to craft media messages aligned with their communication goals, manage interview dynamics, and handle common challenges. The training will cover both non-verbal and verbal communication techniques.

Course outline:

  • Overview of media message creation and alignment with communication goals
  • Introduction to message maps and other preparation tools
  • Verbal techniques: headlining, bridging, and flagging
  • Handling tough interview scenarios: loaded questions, interruptions, and speculative inquiries
  • Non-verbal communication essentials: appearance, vocal delivery, and body language
  • Rules of attribution: written and unwritten
  • Tailored approaches for different media channels (broadcast, print, online, Zoom, podcasts)

The course takes place on 26 November at 12:00 PM CT. Register through this link.

Categories
Media trainings

Jo Detavernier will be teaching two courses at Let’s Talk Science

research

Jo Detavernier will teach two distinct courses on media training.

Let’s Talk Science is an annual event at which Flemish universities and non-university institutes of higher education help their researchers hone their communication skills. This year, the event takes place from 1 to 3 July and is hosted by KU Leuven.

Jo Detavernier will lead the following two sessions at the 2025 edition of Let’s Talk Science:

A Survival Guide to Efficient Media Interviews

Description:
This session will equip participants with the skills needed to conduct effective media interviews. It will cover essential verbal and non-verbal delivery techniques, including headlining, flagging, and bridging. The content has been co-developed with the renowned British behavioral science consulting agency, Communication Science Group, ensuring an evidence-based approach.

Objective:
Participants will learn how to:

  • Prepare effectively for media interviews (15% of the session)
  • Communicate their messages clearly and persuasively (80% of the session)
  • Follow up with journalists after the interview (5% of the session)


Bootcamp: Using ChatGPT to Prepare for Your Media Interview

Description:
This hands-on bootcamp will demonstrate how participants can use ChatGPT to prepare for media interviews. Key use cases include researching journalists and their publications, refining key messages, and anticipating tough questions.

Objective:
Participants will gain practical insights into leveraging ChatGPT for media interview preparation.

The courses are not open to the public. However, Detavernier Strategic Communications is available to deliver tailored training sessions covering the content of both courses for organizations and companies seeking to train and prepare their communicators for media interviews. Contact us today for more information.

Photo by National Cancer Institute on Unsplash.

Categories
Media trainings

Jo Detavernier will teach a media training course for CSCE in March

CSCE media training

On March 27, Jo Detavernier will give a two-hour online workshop on mastering media interviews for the Centre for Strategic Communication Excellence.

The Centre for Strategic Communication Excellence is an Australian strategic communication training center offering on-demand, virtual, and in-person professional development programs. These programs are grounded in global best practices and align with the Global Standard of the Communication Profession, as well as the defined Career Paths of Communication Professionals established through extensive research by the International Association of Business Communicators.

The intensive two-hour workshop is designed to equip media spokespeople with the skills and strategies needed to successfully navigate media interviews. Participants will learn how to craft media messages aligned with their communication goals, manage interview dynamics, and handle common challenges. The training will cover both non-verbal and verbal communication techniques.

Course outline:

  • Overview of media message creation and alignment with communication goals
  • Introduction to message maps and other preparation tools
  • Verbal techniques: headlining, bridging, and flagging
  • Handling tough interview scenarios: loaded questions, interruptions, and speculative inquiries
  • Non-verbal communication essentials: appearance, vocal delivery, and body language
  • Rules of attribution: written and unwritten
  • Tailored approaches for different media channels (broadcast, print, online, Zoom, podcasts)

The course takes place on 27 March at 5:00 PM CT. Register through this link.

Categories
Media trainings

Jo Detavernier conducts media training course for CSCE in November

CSCE media training

On November 19, Jo Detavernier will give a two-hour online workshop on mastering media interviews for the Centre for Strategic Communication Excellence.

The Centre for Strategic Communication Excellence is an Australian strategic communication training center offering on-demand, virtual, and in-person professional development programs. These programs are grounded in global best practices and align with the Global Standard of the Communication Profession, as well as the defined Career Paths of Communication Professionals established through extensive research by the International Association of Business Communicators.

The intensive two-hour workshop is designed to equip media spokespeople with the skills and strategies needed to successfully navigate media interviews. Participants will learn how to craft media messages aligned with their communication goals, manage interview dynamics, and handle common challenges. The training will cover both non-verbal and verbal communication techniques.

Course outline:

  • Overview of media message creation and alignment with communication goals
  • Introduction to message maps and other preparation tools
  • Verbal techniques: headlining, bridging, and flagging
  • Handling tough interview scenarios: loaded questions, interruptions, and speculative inquiries
  • Non-verbal communication essentials: appearance, vocal delivery, and body language
  • Rules of attribution: written and unwritten
  • Tailored approaches for different media channels (broadcast, print, online, Zoom, podcasts)


The course takes place on 19 November at 5:00 PM CT. Register through this link.

Categories
Media trainings

Jo Detavernier hosts webinar on preparing the C-suite for media interviews

Image camera

On 24 October 2024, Detavernier Strategic Communication organizes a webinar on how communication and marketing professionals can beest prepare their C-suite to media interviews.

The webinar has been designed to help communication and marketing professionals better prepare their C-suite for media interviews.

Jo Detavernier will lead the session, which will be divided into two parts: the first will focus on organizing effective media training sessions for leaders, while the second will provide best practices for ongoing support and preparation for media engagements.

Two of Detavernier Strategic’s expert media trainers will join as guest speakers. Ray Young will discuss optimal preparation for broadcast media interviews, while Sabine Steen-Lakerveld will explore the differences between media interviews in Europe and the United States.

The webinar will cover:

Media trainings

  • Structuring the flow of a media training session
  • Techniques for designing key messages
  • Essential verbal and non-verbal delivery skills
  • Sourcing third-party vendors for media training


Daily media management

  • Coaching and preparing leaders for interviews
  • Staffing interviews effectively
  • Post-interview follow-up procedures


The webinar is open to in-house PR, marketing, and corporate communication directors and managers. It will take place from 10:30 AM to 11:30 AM on October 24, 2024.

Click here to register today.

Categories
Crisis communications

Jo Detavernier shares “three things” on the Centre for Crisis and Risk Communications vlog

Jo Detavernier shared three important insights on evidence-based crisis communications on the vlog.

The Centre for Crisis and Risk Communications is a Canadian crisis management training center that works closely with Vincent Covello. The centre offers real-time crisis communication assistance, tools, training, and workshops.

The centre’s managing director and principal is Benjamin Morgan, a seasoned crisis communications specialist who has helped Canadian authorities manage the 2013 Calgary floods and the 2016 Fort McMurray wildfire, among other events.

Mr. Morgan also hosts the Centre’s vlog, where guests share three important insights on a crucial crisis communications topic. When Jo Detavernier was a guest on the vlog, he provided three insights on evidence-based crisis communications.

A deeper elaboration on the insights he shared can be found in the second edition of the Handbook on Crisis Communications (W. Timothy Coombs and Sherry J. Holladay, eds.).

A deeper elaboration on the insights he shared can be found in the second edition of the Handbook on Crisis Communications (W. Timothy Coombs and Sherry J. Holladay, eds.).