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Communications, Media Relations and Social Media Strategy

Communications, Media Relations and Social Media Strategy

May 24 - 27

Chair: Marek Petruš, central bank communications consultant, and former Director of the General Secretariat, Czech National Bank  

Central bank communications have developed significantly over the past few decades. Alongside changes in traditional communication tools, central banks have been challenged to communicate in new ways with their key stakeholders. These new tools have brought with them a number of unavoidable risks, important challenges, and opportunities.

For communication officials in central banks, this has meant that they have been faced with new roles and responsibilities as they transform traditional communication strategies in the digital era and embrace technologies to have an effective online presence.

This course, ‘Communications, Media Relations and Social Media Strategy’, will address critical risks, opportunities, and approaches to successful communication strategies. Participants will gain a deeper understanding of: the challenges for communication associated with the growing impact of financial stability and macro-prudential policy, how to create a crisis communication plan based on real-life examples, developing an effective stakeholder relations function, and methods for aligning social media strategy with central banks’ organisational mandate.

Each day will feature three hours of expert-led live content to maximise the opportunity to share and learn. The Course Chair will ensure participants have opportunities to network throughout the programme.

APAC timezone: 2pm-5pm (SGT) | 6am-9am (BST) | 1am-4am (EDT)

Learning outcomes

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

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.

 

Communications, Media Relations and Social Media Strategy Agenda 2021

Lessons Learned from 2020 and the Pandemic

06:0006:15

Course introduction
Course introduction session led by the chair

06:00 - 06:15

  • Introductions and welcome from the chairperson
  • Overview of the training course
  • Discussion of the delegate expectations

06:1506:45

Macro-prudential policy communications: the brave new world of central bank communications

06:15 - 06:45

  • 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

06:4507:00

First break

06:45 - 07:00

07:0007:45

The media in 2021: new dynamics, challenges and opportunities

07:00 - 07:45

  • 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

07:4508:00

Second break

07:45 - 08:00

08:0008:45

Workshop: crisis communication as the (new) normal

08:00 - 08:45

  • 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

06:0006:45

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

06:00 - 06:45

  • 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

06:4507:00

First break

06:45 - 07:00

07:0007:45

The effective use of speeches in central bank communication and policy

07:00 - 07:45

  • 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

07:4508:00

Second break

07:45 - 08:00

08:0008:45

Maintaining a social media presence: latest trends in focus

08:00 - 08:45

  • 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

Embracing Technologies to Reach Wider Audiences

06:0006:45

Workshop – part 1: making the most of press releases and media presentations

06:00 - 06:45

  • 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

06:4507:00

First break

06:45 - 07:00

07:0007:45

Workshop – part 2: embracing multimedia and audio-visual tools

07:00 - 07:45

  • 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

07:4508:00

Second break

07:45 - 08:00

08:0008:45

In search of excellence in websites and digital platforms

08:00 - 08:45

  • 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: a tablet and smartphone app

Measuring (and Improving) Communication and Engagement

06:0006:45

Designing measurement matrixes and responding to key indicators

06:00 - 06:45

  • 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

06:4507:00

First break

06:45 - 07:00

07:0007:45

Financial inclusion and education: core elements and challenges

07:00 - 07:45

  • Assessment of key global targets, dynamics and factors affecting implementation of financial inclusion
  • The technologies and tools for advancing financial inclusion metrics
  • Role of financial education in financial inclusion strategy
  • Discussion: what does it take to financially educate the unbanked population?

07:4508:00

Second break

07:45 - 08:00

08:0008:30

Closing remarks and delegate action plans
Concluding session led by the chair

08:00 - 08:30

  • 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