Communications, Media Relations and Social Media Strategy

Why Attend

• How can central banks engage and shape public perception about policies in an increasingly digitalised and uncertain world? • How do they build and maintain public trust and market confidence in an era of tweet-driven markets and ‘fake’ news? • What does it take to explain, in a straightforward way, their primary objectives, policy goals, and actions? As central bankers look ahead to 2022 financial markets are unstable due to Covid-19 and media are multi-layered, globalised, and technologically driven. Increasingly central banks are being asked to do more: with climate risk the most obvious example of this. As a result, communication specialists increasingly recognise the need to modify their traditional frameworks. 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 the Practical Implementation Workshop.

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Course Objectives

  • At the conclusion of the training, participants will be able to:
  • • Understand the challenges that financial stability and macro-prudential policy making creates for communication
  • • Identify pathways to create clear and open communication
  • • Create a crisis communication plan based on real life examples
  • • Develop a central banks stakeholder relations function
  • • Align a social media strategy to the central bank’s organisational mandate

Target Audience

Central Bankers only

Lessons Learned from 2021 and the Pandemic


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


The media in 2021: new dynamics, challenges and opportunities

  • Key factors, themes and dynamics shaping the media environment in 2021
  • 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


Crisis communication as the (new) normal

  • Examples of “crisis communication” to the markets via different tools and channels
  • Overview of successful strategies and steps to be avoided
  • Implications for relationships with external consumers such as journalists as well as for internal coordination within a central bank
  • Crisis communication based on real life scenarios


Communication in Practice: Combining New and Tested Tools to Contextualise Messages


“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


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


Maintaining a social media and multimedia presence: latest trends in focus

  • The role of social media and multimedia presence in central bank communication framework
  • Overview of key opportunities and risks to be aware of
  • Tips for aligning social media and multimedia strategy to central banks’ organisational mandate
  • Examples of the plain language uses and applications

Embracing Technologies to Reach Wider Audiences

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

Measuring (and Improving) Communication and Engagement


Designing measurement matrixes and responding to key indicators

  • Design, maintenance and calibration of frameworks for evaluating the effectiveness of diverse central bank communication strategies
  • Key features of models, methods and standards combining qualitative and quantitative variables
  • Tips for a successful management of issues related to the communications department’s coordination and engagement with other structures within a central bank
  • Case study: the Bank of Canada’s analytical matrix


Communication with general public: core elements and challenges

  • Strategic aims and channels of communication by a central bank to increase awareness of its policies among general public and especially the younger generations
  • Assessment of key target groups within the overall general public
  • Role of open days, touring exhibitions, presentations at large regional festivals as well as social media in communication strategy
  • Discussion: What dynamics and factors drive the effective implementation of communication strategy towards the general public?


Closing remarks and delegate action plans

  • 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

Implementation Workshop

Benefits of attending the Implementation Workshop:

  • Developments in the area since the live content sessions, including new resource material
  • Questions arising since returning to the central bank
  • Challenges of implementation: where are the roadblocks?
  • Medium-term goals: what is realistic?
  • Establishment of group network to keep in touch with peers and share best practices

This course has not been scheduled, however you can request for In-House training