Communications, Media Relations and Social Media Strategy - main page Q4

Communications, Media Relations and Social Media Strategy

Communications, Media Relations and Social Media Strategy

November 15 18 

Chair: Marek Petruš, central bank communications consultant, and former director of the general secretariat, Czech National Bank 

  • 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.

Timings: 8am-12pm (ET) | 12pm-4pm (GMT) | 8pm-12am (SGT) 

Course agenda

Two weeks prior to your training course you will be emailed access to our content hub with course materials, including a trial to Central Banking if you are not already subscribed. There will be a combination of articles, reports and presentations that will contribute to two hours of preparation time for the live content. Presentations for the sessions will also be held here subject to the speaker approval.

Lessons Learned from 2021 and the Pandemic

12:0012:15

Course introduction
Course introduction session led by the chair

13:00 - 13:15

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

 

12:1513:15

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

13:15 - 14:15

  • 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.

 

13:1513:30

Break

14:15 - 14:30

13:3014:30

The media in 2021: new dynamics, challenges and opportunities

14:30 - 15:30

  • 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
Swaha Pattanaik

Global economics editor

Thomson Reuters

Swaha Pattanaik is Global Economics Editor at Reuters Breakingviews, based in London. Previously Reuters’ EMEA financial markets editor, she writes about global financial markets, macroeconomics, and policymaking. She was posted to Paris as Reuters’ senior economics correspondent and to Brussels as its European economic and monetary affairs correspondent. Before then she was the head of the Reuters FX reporting desk in London. Prior to joining Reuters, she worked for Bloomberg, Euromoney, and consulting firm IDEA. She has an MSc in Political Theory and Political Sociology from Birkbeck and a BSc (Econ) in Mathematical Economics and Econometrics from the London School of Economics.

 

14:3015:00

Networking break
An opportunity to share experiences with your fellow participants.

14:30 - 15:00

15:0016:00

Crisis communication as the (new) normal

15:45 - 16:45

  • 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
  • Crisis communication based on real life scenarios
Tamar Baiashvili

Deputy head, macroeconomics and statistics department

National Bank of Georgia

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

12:0013:00

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

13:00 - 14:00

  • 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.

13:0013:15

Break

14:00 - 14:15

13:1514:15

The effective use of speeches in central bank communication and policy

14:15 - 15:15

  • 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

14:1514:30

Break

15:15 - 15:30

14:3015:30

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

15:30 - 16:30

  • 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
Andreas Andersen

Special advisor

Norges Bank

Andreas Andersen is a special advisor at Norges Bank (Central bank of Norway). His experience include leading the public information campaign for Norges Bank’s recently introduced banknote series, the establishment of Norges Bank Education Centre and the establishment of Norges Bank Studios – a small internal visual communications team and facilities for photo, audio/video and graphic design services. He was previously Head of Communication for the central banking operations.

Embracing Technologies to Reach Wider Audiences

12:0013:00

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

13:00 - 14:00

  • Introduction
  • Group exercise and task 1 – distributed to attendees prior to the workshop
  • Group presentations
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.

 

13:0013:15

Break

14:00 - 14:15

13:1514:15

Workshop part 2: making the most of policy press releases and media presentations

14:15 - 15:15

  • 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
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.

 

14:1514:30

Break

15:15 - 15:30

14:3015:30

In search of excellence in websites and digital platforms

15:30 - 16:30

  • 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
Christian Beslmeisl

Head of digital communications & content

Bank for International Settlements

Christian Beslmeisl is the Head of digital communications and content 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

Measuring (and Improving) Communication and Engagement

12:0013:00

Designing measurement matrixes and responding to key indicators

13:00 - 14:00

  • 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

13:0013:15

Break

14:00 - 14:15

13:1514:15

Financial inclusion and education: core elements and challenges

14:15 - 15:15

  • 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?

14:1514:45

Networking break
An opportunity to share experiences with your fellow participants.

14:15 - 14:45

14:4515:15

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

15:30 - 16:00

  • 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
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.

 

15:1515:30

Feedback forum
We will send a link in this session to the feedback form and would kindly ask that you help us improve the training product by completing the survey. We would also welcome any verbal feedback in this session.

09:00 - 09:15

Date: December 2
The Implementation Workshop is a chair-led forum where attendees will have the opportunity to discuss challenges around implementing the ideas they have learnt during the Live Content. Prior to the workshop you will be emailed questions to prepare in order to gain the most from the session with peers.

13:0014:00

Implementation Workshop

11:00 - 12:00

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

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

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.