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Communications, Media Relations and Social Media Strategy
DATE
2024-04-29;
LOCATION
To Be Determined;
Why Attend?
- How should central banks talk?
- How should they look and feel?
- In an increasingly digitalised and uncertain world how do they build and maintain public trust?
For communication specialists at central banks the challenge has always been how to explain the complexities and nuances of central banking. This remains but is made more complex by three factors: firstly, central banks have new roles, secondly, central banks are expected to communicate across many more channels than ever before, and thirdly, an individually tailored approach to each different audience.
Increasingly, they recognise a need to find a balance between traditional communication tools and those of the digital era.
Course Objectives
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This Course Objective Hasn't Been Provided Yet
Target Audience
This course is designed to equip central bankers to meet these challenges. Each day will feature three hours of expert-led Live Content to maximise the opportunity to share and learn. The chair will ensure participants have opportunities to network throughout the course, culminating in a workshop on practical implementation.
Course introduction
- Introductions and welcome from the chairperson
- Overview of the training course
- Discussion of the delegate expectations
The media in 2022: new dynamics, challenges and opportunities
- Key factors, themes and dynamics shaping the media environment in 2022
- New roles and responsibilities of the communication officials in central banks
- Overview of unavoidable risks, critical challenges and emerging opportunities
- Discussion of the relationship between the execution of communication strategies and the performance of central banks’ functions and mandates
Macro-prudential policy communications: the brave new world of central bank communications
- Communication challenges stemming from the growing importance of financial stability, or macro-prudential, policies
- Disparate goals of communications on price stability and financial stability
- Similarities between monetary policy and macro-prudential communication toolkits
- Tips for overcoming challenges for clear and open communication
Crisis communication on monetary policy as the (new) normal
- The integrity of the central bank and consistency of monetary policy as the preconditions to openness
- Increasing central bank openness on monetary policy during a highly challenging operating environment
- Examples of “crisis communication” to the markets and the public
- Ingredients of successful strategies and steps to be avoided
Communication with general public: core elements and challenges
- Why are we talking about communication with the general public? Insights from our yearly image and opinion poll
- How do we define our target groups? Every group has its own needs – it is a challenge to make ourselves heard and understood
- What live communication formats are available at the Bundesbank? Role of open days, touring exhibitions, presentations at large regional festivals as well as social media in our communication strategy
- Now it’s your turn: design a new event with a focus on increased dialogue with your guests
“A little more conversation and a little less action”: the role of plain language
- Roles and applications of plain language in central banks’ communication
- ‘Tricks of the trade’ for effectively translating technical terms into everyday language
- Overview of key challenges and how to overcome them
- Case study: systemic approach to plain language in Sveriges Riksbank
In search of excellence in websites and digital platforms
- The unique value of websites and digital publications as communication tools
- Key features of an effective management of the website: setting goals; understanding audiences and their needs; usability tests (demo)
- Examples of effective delivery of announcements, speeches, data and research to the general public and banking professionals
- Case study: Measuring impact - the journey from web metrics to communications impact reporting
Workshop part 1: making the most of policy press releases and media presentations
- Introduction
- Group exercise and task 1 – distributed to attendees prior to the workshop
- Group presentations
Workshop part 2: making the most of policy press releases and media presentations
- Group exercise and task 2 – distributed to attendees prior to the workshop
- Group presentations
- Group exercise and task 3 – distributed to attendees prior to the workshop
- Group presentations
- Conclusion and key takeaways
In search of excellence in websites and digital platforms
- The unique value of websites and digital publications as communication tools
- Key features of an effective management of the website: setting goals; understanding audiences and their needs; usability tests (demo)
- Examples of effective delivery of announcements, speeches, data and research to the general public and banking professionals
- Case study: Measuring impact - the journey from web metrics to communications impact reporting
The effective use of speeches in central bank communication and policy
- The effective use of speeches in central bank communication and policy
- The role of traditional communication tools in the digital era
- The unique value of speeches in central banks’ policy communication
- Key features of an effective speech preparation and successful delivery
- Examples of ways to measure the effectiveness of speeches
Workshop part 3: making the most of policy press releases and media presentations
Closing remarks and delegate action plans
Concluding session led by the chair
- Summary of the course
- Discussion of the observed trends and case studies
- Application of learning points in the delegates’ home organisations
- Preparation of action points
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