2020 Communications, media relations and engagement

Communications, Media Relations and Engagement

Communications, Media Relations and Engagement

October 05 - 06 

In 2020, financial markets are unstable due to Covid-19 and media are multi-layered, globalized, and technologically driven: this challenges central bank communication specialists to modify their traditional frameworks in unprecedented ways. Increasingly, they recognise the need to explain, to engage with a broader audience, and to master an extensive range of media platforms. How do they build and maintain public trust and market confidence in an era of tweet-driven markets and ‘fake’ news? And what does it take to provide straightforward interpretations of their primary objectives, policy goals, and actions?  

This course, ‘Communications, Media Relations and Engagement’ is designed to equip central bankers to meet the challenges of engaging with a variety of audiences across diverse and dynamic platforms, including audio-visual tools.

Agenda

Participants will have access to pre-recorded presentations two weeks before the course

“A little more conversation and a little less action”: the role of plain language
Pre-recorded presentation

00:00 - 00:30

  • 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

Language consultant

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.

Going viral: using reggae-themed videos for financial education
Pre-recorded presentation

00:00 - 00:30

  • 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?
Tony Morrison

Director of public relations

Bank of Jamaica

Tony Morrison, Director of Communications at Bank of Jamaica (BOJ), is now a veteran and award-winning central bank communicator with nearly 20 years of central banking experience that began in the latter part of the Greenspan era.

His recruitment by BOJ in 2001 interrupted a near-seven year stint as a multiple award- winning investigative journalist who specialized in covering crime, politics, business and the economy in general and tourism in particular. The competitive advantage that he brought to tourism reporting, of understanding the local industry and knowing the major players, evolved from the fact that he became a journalist (by accident) after leaving a job as a resort entertainment manager after an intensive six-year career in tourism.

Bank of Jamaica’s communication output has slowly but steadily and significantly increased and improved on his watch because of his work behind the scenes to push the envelope, and his strategic advice has at critical stages helped successfully guide Jamaica through its current highly acclaimed but difficult economic reform programme. His communication advice guided two successive governments (in 2010 and 2013) through the potential minefields of two debt exchange programmes, and he piloted the smooth 2017 introduction of BOJ’s ongoing FX market reform programme. 

In 2018, however, he was forced into the spotlight as a thought leader by becoming an ‘overnight sensation’ in central banking and wider circles. His revolutionary, ground-breaking, and reggae music-infused communication campaign to sensitize the Jamaican population to BOJ’s policy switch to formal inflation targeting is like nothing ever seen before in central banking circles, and has taken the world by storm, producing viral videos and attracting coverage from over 30 international media houses plus the public commendation of the IMF, IDB, and a plethora of fellow central bank communicators, central bankers in general, economists, business journalists, local and international politicians, and the wider public.

What is lesser known is that simultaneously, he is also the full-time personality and strategist behind BOJ’s critically acclaimed and highly engaging Twitter account, which in just over two years of existence has rapidly and emphatically earned the undisputed status of the best central bank Twitter account in the world, and earned BOJ the title of ‘coolest central bank in the world.’ There are no prizes for guessing that he is also the mad genius behind BOJ’s new virtual spokesperson, the James Bond inspired/BOJ logo derived ‘Secret Agent Croc. O. Doyle,’ who has a licence to target (what else?) inflation!  

Mr. Morrison is no stranger to Central Banking Publications, as, in addition to his communication programme attracting its coverage on several occasions and earning BOJ the award for best communications initiative for 2019, he was a course attendee in 2002, course chairman in 2003, and wrote the article “How a central bank should talk” for Central Banking Quarterly Journal also in 2003.

Conducting surveys on public understanding: a New Zealand case study
Pre-recorded presentation

00:00 - 00:30

  • The role of public surveys in central banks’ communication strategies
  • Overview of the tools and channels applicable for public surveying
  • The role of public surveys - why use them?
  • Discussion of methodological approaches used in the analysis
Mike Hannah

Principal

Mike Hannah - Communications and Governance

Mike Hannah has been a regular presenter and commentator in communications and governance for Central Banking. Formerly Head of Communications and Board Secretary at the Reserve Bank of New Zealand, he provides consultancy, training and mentoring (including online delivery) in communications practice and management, stakeholder engagement, publications editing, and governance support.

How to develop a central bank’s stakeholder relations function: a user’s guide
Pre-recorded presentation

00:00 - 00:30

  • Building blocks of effective stakeholder relations function within a central bank
  • Frameworks for identification and assessment of different stakeholder groups
  • Overview of models and methods to design engagement with these groups
  • Case study: the Bank of Canada’s matrix for the analysis of intelligence from the stakeholders
Julie Poulin

Senior Stakeholder Relations

Bank of Canada

Julie Poulin is a Stakeholder Relations analyst at the Bank of Canada, responsible for designing, implementing and evaluating outreach and engagement activities with external audiences. She has worked in various areas of the Bank’s Communications department for nearly 10 years, providing strategic advice and developing materials, including digital media and promotional products, for Bank audiences.

Making the most of online platforms: a 360 approach to strategy
Pre-recorded presentation

00:00 - 00:30

  • 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
Marek Petruš

Central bank communications consultant and former director of the general secretariat

Former Czech National Bank

Marek Petruš is an external relations consultant with deep expertise in financial and economic policy communications. He has worked closely with top monetary policymakers as a strategic advisor to governors in the Czech Republic as well as more than a dozen low-to-middle income developing countries. He has been affiliated with the International Monetary Fund as a short-term expert for central bank communications, advising central banks across Eastern Europe, Asia, and Africa to make their policies more transparent and on modernising their communications. His expertise and experience stems from an assignment as Director of Communications and later chancellor at the Czech National Bank (CNB), preceded by a career with the world’s leading news media companies, including Reuters and the Wall Street Journal. During his tenure, the Czech central bank upgraded its policy communications and brought its transparency and communication toolkit into line with global best practices. These advances helped solidify the CNB’s standing as one of the world's most transparent and best communicating central banks.

 

Branding and reputation: internal and external communication – lessons from Covid-19
Pre-recorded presentation

00:00 - 00:30

  • Overview of internal and external communication practice during a crisis
  • Tips for successfully executing a crisis communication strategy
  • The role of a social media presence during a crisis
  • Case study: lessons learned during the Covid-19 outbreak
Mirela Roman

Strategy advisor to the board (external communication and public relations)

National Bank of Romania

Following the graduation IT College and the Academy of Economic Studies in Bucharest, Mirela Roman joined the Monetary Policy Department of the National Bank of Romania for almost three years up to 1994 when switched to gain almost 12 years of valuable experience as an economics correspondent at Reuters News Agency, working in Bucharest, London, Prague, Warsaw or Copenhagen. In 2005 she rejoined NBR as an Adviser to the Governor and has run a newly created Communication Department for eight years before taking a new challenge: the strategy path. Economic analysis, news coverage, project development and team coordination defined her business for years, while her focus was growing with memberships in the local Foreign Press Association, the Romanian-Chinese Association, the Club of Rome Romanian arm, Ethics Board of the ICCO-Affiliated Romanian Association of Public Relations as well as a lecturer in Winsor or Cambridge training series by Central Banking Publications for a decade now.

Times in BST

11:0011:30

Course introduction
Opening remarks with the course chair

00:00 - 00:30

  • Introduction of the chairman
  • Overview of the training course
  • Discussion of the delegate expectations

11:3012:30

In search of excellence in websites and digital platforms
Pre-recorded presentation

00:00 - 00:30

  • The unique value of websites and digital publications as communication tools
  • Key features of an effective management of the website as a display of central banks’ entire history
  • Examples of effective delivery of announcements, speeches, data and research to the general public and banking professionals
  • Case study: digital-first publications
Christian Beslmeisl

Deputy Head of Communications

Bank for International Settlements

Christian Beslmeisl is the Deputy Head of Communications at the Bank for International Settlements (BIS). His team is responsible for the BIS’s website, www.bis.org, its Social Media channels, intranet and for visual communications services. Christian joined the BIS as a Senior Business Analyst in 2002 and in this role was responsible for developing the BIS’s intranet. He has held increasingly responsible positions at the BIS, including Head of Publishing. Prior to joining the BIS, Christian worked for the Deutsche Bundesbank, with his last position being deputy team leader of the eCollaboration team. Christian holds a degree from the Deutsche Bundesbank University of Applied Sciences

12:3012:45

Break

12:00 - 12:15

12:4513:45

Maintaining a social media presence: latest trends in focus
Presentation followed by Q&A

00:00 - 01:00

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

Executive director, head of communication department

Bank Indonesia

13:4514:00

Break

13:15 - 13:30

14:0015:00

Crisis communication as the (new) normal – a user’s guide
Interactive workshop with delegate participation

12:15 - 13:15

  • 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
Mirela Roman

Strategy advisor to the board (external communication and public relations)

National Bank of Romania

Following the graduation IT College and the Academy of Economic Studies in Bucharest, Mirela Roman joined the Monetary Policy Department of the National Bank of Romania for almost three years up to 1994 when switched to gain almost 12 years of valuable experience as an economics correspondent at Reuters News Agency, working in Bucharest, London, Prague, Warsaw or Copenhagen. In 2005 she rejoined NBR as an Adviser to the Governor and has run a newly created Communication Department for eight years before taking a new challenge: the strategy path. Economic analysis, news coverage, project development and team coordination defined her business for years, while her focus was growing with memberships in the local Foreign Press Association, the Romanian-Chinese Association, the Club of Rome Romanian arm, Ethics Board of the ICCO-Affiliated Romanian Association of Public Relations as well as a lecturer in Winsor or Cambridge training series by Central Banking Publications for a decade now.

15:0015:00

End of day 1

00:00 - 00:01

Times in BST

11:0012:00

Macro-prudential policy: the brave new world of central bank communications
Presentation followed by Q&A

11:00 - 12:00

  • 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
Marek Petruš

Central bank communications consultant and former director of the general secretariat

Former Czech National Bank

Marek Petruš is an external relations consultant with deep expertise in financial and economic policy communications. He has worked closely with top monetary policymakers as a strategic advisor to governors in the Czech Republic as well as more than a dozen low-to-middle income developing countries. He has been affiliated with the International Monetary Fund as a short-term expert for central bank communications, advising central banks across Eastern Europe, Asia, and Africa to make their policies more transparent and on modernising their communications. His expertise and experience stems from an assignment as Director of Communications and later chancellor at the Czech National Bank (CNB), preceded by a career with the world’s leading news media companies, including Reuters and the Wall Street Journal. During his tenure, the Czech central bank upgraded its policy communications and brought its transparency and communication toolkit into line with global best practices. These advances helped solidify the CNB’s standing as one of the world's most transparent and best communicating central banks.

 

12:0012:15

Break

12:00 - 12:15

12:1513:15

The effective use of speeches in central bank communication and policy
Presentation followed by Q&A

11:00 - 12:00

  • 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
Jeremy Torobin

Senior communications consultant

Bank of Canada

Jeremy Torobin has been a senior communications consultant (speechwriter) at the Bank of Canada since mid-2017. Torobin came to the Bank from Canada’s Finance Department, where he was a senior communications strategist responsible for financial sector policy. Prior to Finance, he was an analyst at Medley Global Advisors, a macro intelligence firm in New York, where he directed research on Canada and helped cover the US Federal Reserve and international organizations such as the G20 and IMF. Before Medley, Torobin spent 14 years in journalism including three years covering the Mark Carney-led Bank of Canada for The Globe and Mail, and four years just before that as a government/economy editor at Bloomberg News. This included a year in Washington DC at the height of the 2008-09 crisis. Earlier, he spent 2000-2004 in Washington working at CQ-Roll Call, reporting on everything from economic policy and trade to the response to 9/11 and authorization of the Iraq War. He left CQ in the fall of 2004 to spend the 2004-05 academic year at the London School of Economics, where he earned a master's in international relations on a British Chevening Scholarship. He also holds a journalism degree from Carleton University in Ottawa. 

13:1513:30

Break

13:15 - 13:30

13:3014:30

Earning public trust in today’s distrust world
Presentation followed by Q&A

00:00 - 01:00

Karen Branding

Senior vice-president public affairs

Federal Reserve Bank of St Louis

Karen Branding is the St. Louis Fed’s senior vice-president for public affairs, overseeing the Bank’s external and internal communications, industry and government relations, public outreach, economy museum and creative services.  She is a member of the Bank’s Management Committee.

Before joining the Bank in 2011, she was the associate dean of marketing and communications for Washington University’s Olin Business School. She was with Anheuser-Busch for 15 years, serving as chairman, president and CEO of its Busch Creative Services subsidiary; corporate vice president of Busch Entertainment Corporation; and director of corporate communications for the parent company. Her early career was in Washington, DC, where she was a public policy analyst at the U.S. Office of Management and Budget and U.S. Department of the Treasury.  She entered the federal government as a presidential management fellow.

Ms. Branding earned her bachelor's in public administration from Drake University, masters in public affairs from Indiana University and MBA from Washington University in St. Louis.

Ms. Branding is active in the community, with current or past board service at Drake University, United Way of Greater St. Louis Executive Committee and chair of its Public Affairs Committee, St. Andrew’s Resources for Seniors, Eden Theological Seminary, Unleashing Potential/Neighborhood Houses, St. Louis Regional Chamber, and others. She is the recipient of Washington University’s Emory Award for leadership and scholarship, YWCA’s Leader of Distinction Award, and Drake University’s Alumni Loyalty Award.

14:3014:45

Break

12:00 - 12:15

14:4515:15

Delegate action points and course conclusion
Course conclusion

14:45 - 15:15

  • Summary of the training course
  • Discussion of the observed trends and case studies
  • Application of learning points in the delegates’ home organisations
  • Preparation of action points

Participants will continue their learning post-event

Post training survey and feedback

00:00 - 00:30

Course alumni group

00:00 - 00:30

CPE/CPD certificate

00:00 - 00:30

Marek Petruš

Central bank communications consultant and former director of the general secretariat

Former Czech National Bank

Marek Petruš is an external relations consultant with deep expertise in financial and economic policy communications. He has worked closely with top monetary policymakers as a strategic advisor to governors in the Czech Republic as well as more than a dozen low-to-middle income developing countries. He has been affiliated with the International Monetary Fund as a short-term expert for central bank communications, advising central banks across Eastern Europe, Asia, and Africa to make their policies more transparent and on modernising their communications. His expertise and experience stems from an assignment as Director of Communications and later chancellor at the Czech National Bank (CNB), preceded by a career with the world’s leading news media companies, including Reuters and the Wall Street Journal. During his tenure, the Czech central bank upgraded its policy communications and brought its transparency and communication toolkit into line with global best practices. These advances helped solidify the CNB’s standing as one of the world's most transparent and best communicating central banks.

 

Learning outcomes 

By the end of the training course, participants will have gained new knowledge and a more comprehensive understanding of:

  • Communication in the digital age: how to keep up with the latest trends
  • Case studies of social media strategies
  • Crisis communication as the new normal
  • How to embrace multimedia and audio visual tools: an interactive workshop
  • Communication for inclusive innovation: a digital money case study
  • Financial education: how to make the most of videos and online platforms
  • How to evaluate the effectiveness of communications strategies: a user’s guide

What to do next?

The course ran in 2020; we have new courses scheduled for 2021



VIEW 2021 COURSES