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Media trainings

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

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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.

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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.

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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.

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Media trainings

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

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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.

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Media trainings

How message maps help spokespeople prepare for media interviews

tv interview camera

Message maps are essential tools for spokespeople who need to prepare for media interviews.

Spokespeople do well to carefully prepare the messages they want to convey in their media interviews in advance. If they fail to do so, the success of their media performance becomes dependent on the journalist asking the “right” questions, a strategy that comes with many risks (journalists tend to not care much about asking the right questions). Here is where message maps come in.

Through a message map, all key messages a spokesperson plans to convey in a media interview are laid out in advance. The key messages are selected in function of the communication objectives the spokesperson wants to achieve; those objectives will always pertain to changing how at least one group of stakeholders knows, feels, or acts in relation to the topic at hand.

Let’s use an example of a company that wants its clients, prospects, and potential investors to know that it is growing rapidly and that even more growth is on the horizon. Media messages at the start of the year could consist of one key message on how the company just finished the previous year with strong organic growth, and another key message on how the company has made strategic investments in the past year for continued growth in the coming year.

Because people can only remember a maximum of five things, message maps typically contain up to three to five key messages. Also, for key messages to be perceived as credible, they need to be backed by facts and figures.

To circle back to our example, if an organization is planning to communicate that it has made strategic investments in strong growth, it will have to disclose a minimum of specifics about what type of investments have been made and what the size of the investments looked like. Without specifics, key messages are gratuitous statements.

In conclusion, spokespeople who are armed with a thoughtfully conceived message map will enter media interviews with a crystal clear view of the information they want to convey, and will – for that reason – perform better than less prepared interviewees.

Coming soon, we will discuss how message maps are crucial to helping spokespeople “bridge” questions that offer themselves insufficient opportunities to place key messages or proof points.

This article is based on the media training module Detavernier Strategic Communication has developed in partnership with the Communication Science Group. For more information on the media training, contact us today.



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Media trainings

Detavernier hosts open media training at FINTECH BELGIUM

Fintech Belgium

FINTECH BELGIUM welcomes Jo Detavernier for a remote open media training on March 2nd.

The content of this evidence-based media training has been developed through an exclusive collaboration with Communication Science Group.

The training will take 75 minutes and will consist of:

  • a look at what the media wants: news value, “desk opinion” and media coverage as a product
  • a look at the Belgian media market (with a special focus on fintech)
  • parenthesis: preparing for media relations abroad
  • preparing for media interviews: message maps, Q&As and “tough questions”
  • evidence-based techniques for designing and delivering messages during a media interview with among others attention for headlining, flagging and bridging
  • one tailor made mock interview with a spokesperson
  • unwritten “rules” concerning attribution, scoops and exclusives
  • following up after media interviews

Anyone interested can register on this page.

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Media trainings

Detavernier and CSG work on an evidence-based media training

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Detavernier Strategic Communication and Communication Science Group (CSG) are developing an evidence-based media training module together.

More often than not, what executives learn in media training sessions about verbal and non-verbal delivery will for a variety of reasons be based no more than partially (if at all) on empirical research. Trainees will be told that they can not express themselves in negations for example, that they need to repeat messages a magical three times or even that the words they use account for no less than eight percent (!) of the impact of their communication.

Jo Detavernier has been rigorously filtering out all non evidence-based content from his workshops over the last few years, but is now taking things a step further. Detavernier Strategic Communication has entered into a collaboration agreement with Communication Science Group for the development of a one-of-its-kind evidence-based media training module. 

Communication Science Group is a UK-based consulting agency that makes available academic thinkers in applied behavioral science to help marketers and communications professionals become more scientifically grounded. The agency was founded and is led by Richard Chataway, who is one of the most experienced practitioners in behavior change communications in the United Kingdom and has worked for the UK and Australian governments in public health comms. Richard is also the author of the recently published The Behaviour Business (Harriman House) and is a Member of the Board of the Association for Business Psychology.

The module will be in development during the month of July 2020 and will be available exclusively for trainees of Detavernier Strategic Communication from August 2020 on. The content will be taught through both the existing remote and on-site training formats. 

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Media trainings

Virtual media training on June 4

media interview

A new, unique online session will teach participants evidence-based media interview preparation and delivery techniques.

In the 1 hour long online training session Jo Detavernier will explain in clear terms and offer examples and demonstrations on

  • how spokespeople should prepare for media interviews (15%)
  • what the key media interview delivery techniques look like (80%)
  • how interviewees should follow up with the journalist (5%)

Among the delivery techniques that will be taught are bridging, flagging and headlining. Participants will also hear how they need to best prepare and structure their messaging, how the media works (news value, attribution, exclusivities etc.) and what to do once the interview takes place.

Special attention will be given to message development and delivery techniques that are ‘evidence-based’ meaning that psychological research has validated the techniques as being efficient.

After the session, the participants will receive a video recording of the session that will not be made public to anyone else .

Ten percent of the proceeds will be donated to Bookspring, an Austin, TX based non-profit that makes slightly used childrens books freely available to low-income children in central Texas.

TO REGISTER: click on this link to the Eventbrite page.

Did you enjoy this piece on the upcoming virtual media training?

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