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

00:0000:00

“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 Riskbank

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

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
  • 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
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

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

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.

 

Timings are subject to change as we evaluate geographic limitations of participants

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

Head of Web Communications

Bank for International Settlements

12:3012:45

Break

12:00 - 12:15

12:4513:45

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

13:4514:00

Break

13:15 - 13:30

14:0015:00

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

15:0015:30

End of day 1

00:00 - 00:01

Timings are subject to change as we evaluate geographic limitations of participants

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

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

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

14:3015:00

Break

12:00 - 12:15

15:0015:30

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

00:0000:00

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

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?

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