Communications, Media Relations and Engagement
Communications, Media Relations and Engagement
Communications, Media Relations and Engagement
When Central Banks Talk, Markets Listen
13:30 – 15:00
The media in 2020: new dynamics, challenges and opportunities
- Key factors, themes and dynamics shaping the media environment in 2020
- 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
15:00 – 15:15
Coffee break
15:15 – 16:45
"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
Marianne Sterner has worked as plain language consultant at Sveriges Riksbank, the central bank of Sweden, for fourteen years. She is part of the strategy group within the Communications Division, which has the task of planning the Riksbank’s communication and adapting it to its various target groups. Marianne has a combined BA degree in Swedish and French and has 35 years of experience as a freelance plain language consultant, mainly in the public sector.
16:45 – 17:15
Coffee break
17:15 – 18:30
Workshop: crisis communication as the (new) normal – a user’s guide
- 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
- Hands-on exercise: crisis communication based on real life scenarios
Communication in Practice: Combining New and Tested Tools to Contextualise Messages
09:00 – 10:30
Going viral: using reggae-themed videos for financial education
- Overview of the Bank of Jamaica’s reggae-themed music video campaigns
- Impact and opportunities for financial inclusion and education
- Examples of frameworks for collecting the feedback from the public and its integration into the production process
- Discussion: how are unconventional communication methods applied by the delegates’ central banks?
10:30 – 11:00
Coffee break
11:00 – 12:30
Communication for inclusive innovation: a digital money case study
- The role of communication in financial education, inclusion and innovation
- Management and coordination of engagement channels, tools and platforms
- Cooperation with other financial institutions and public authorities
- Case study: communication of E-peso by the Central Bank of Uruguay
12:30 – 13:30
Break
13:30 – 15:00
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
- Hands-on exercise: speech-writing techniques
15:00 – 15:30
Coffee break
15:30 – 17:00
Workshop – part 1: making the most of press releases and media presentations
- Overview of different approaches to prepare press releases and media presentations
- Analysis of good practice points based on a range of examples
- Key features of successful distribution strategies - and applications of embargoes
- Hands-on exercise: quick draft release in response to a real life crisis scenario
17:00 – 17:15
Coffee break
17:15 – 18:45
Workshop – part 2: embracing multimedia and audio-visual tools
- Good practice and ‘tricks of the trade’ in TV and video production environment
- Take part in a live TV style interview
- Groups analysis of the results
- Documentation of the best tips and steps to be avoided
Embracing Technology to Reach Wider Audience
09:00 – 10:30
Making the most of online platforms: a 360 approach to strategy
- The evolving role of online platforms in the communication landscape
- Key strands that central banks need to master to have an effective online presence
- Examples of the uses of platforms such as online blogs in the wider communication strategy
- Case study: Czech National Bank’s experience of launching Twitter and Facebook accounts
10:30 – 10:45
Coffee break
10:45 – 12:15
Communication with general public: core elements and challenges
- Why are we talking about communication with the general public?
- How do we define our target groups?
- What live communication formats are available at the Bundesbank?
- Now it’s your turn: design a new event with a focus on increased dialogue with your guests
Astrid Lipfert
Deputy Head of Press and Public Relations Division, DG Communications
Deutsche Bundesbank
Within the DG Communications at Deutsche Bundesbank Astrid Lipfert is the Deputy Head of Press and Public Relations Division. Her team is responsible for strategic issues of the department, direct communication with the general public, regional communication activities and Bundesbank’s art collection. Astrid has been working at Deutsche Bundesbank for 20 years. She has held several positions in different departments including leading the website team and senior adviser to the Director General Communications. Astrid holds a degree in Central Banking from the Deutsche Bundesbank University of Applied Sciences and a degree in Business informatics.
12:15 – 13:15
Break
13:15 – 14:45
Central Banks and Social Media: The Why, The How, and What`s Next
- Why using social media has become almost a requirement for central banks
- A look at best practices for central banks
- Where do we go from here, and pitfalls to avoid
Paul Badertscher has been associated with the Bank of Canada for roughly 25 years – earlier as a journalist with agencies Bridge News and Bloomberg News, and later as the Bank’s head speechwriter and now as Director of Media Relations. Over that time, he’s lived through a revolution in central bank transparency. He’s gone from the era where central banks barely tolerated reporters and said as little as possible to today, when central banks are working hard to reach key stakeholders and the public with their messages.
Paul has a Bachelor of Arts Degree from Carleton University in Ottawa and a Master of Journalism degree from Western University in London, Ontario.
Fabiola Dieudonné recently joined the Bank of Canada as its Senior Social Media Specialist. She has a decade of professional experience in digital communication and had held various positions with various government departments including the International Development and Research Centre and at the Canadian Food Inspection Agency. Outside of her day job, she provides her expertise to local non-profit organizations. Fabiola has an honours degree in communications from the University of Ottawa.
Measuring (and so Improving) Communication and Engagement
09:00 – 10:30
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
10:30 – 11:00
Coffee break
11:00 – 12:30
Conducting surveys on public understanding: a New Zealand case study
- The role of public surveys in central banks’ communication strategies
- Overview of the tools and channels applicable for public surveying
- Evaluation of the results of the Reserve Bank of New Zealand’s 2018 survey on public trust, confidence and understanding of the Bank’s mandates and functions
- Discussion of methodological approaches used in the analysis
12:30 – 13:00
Networking break
13:00 – 14:00
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