Public administrations offer a number of citizen services on their governmental online portals ranging from simple information provision to whole transactions. This integrated service provision is not visible in co-located citizen-administrator encounters. Public administrators fail to adopt the available IT-resources and other media suitably in their task of providing on-site advisory services. Combined with the advancing diffusion of IT in governmental departments, these missing advisors’ skills lead to perceivable decreasing service quality, namely, the individual’s competencies in giving sound advice and being media literate, which have been well discussed in the research literature. However, considering the low quality that citizens attribute to governmental services, the transfer of these findings into the practice of citizen advisory services does not happen.To bridge this gap, we emphasise the interrelations between the advisors’ basic competencies and their media literacy. We identify the prerequisite competencies which public administrators require to provide co-created citizen advisory service while integrating the available media into their advisory activities. We propose a didactical concept of training, divided into a qualification stage and a learning-on-the-job construct to empower advisors to perform IT-supported, value co-created citizen advisory services. We base our work empirically on a qualitative approach: We conducted ten mystery shopping episodes and interviewed nine advisors and 26 citizens in eight municipalities in Germany and one in Switzerland.