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 

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.

EMEA/AMER timezone: 8am-11am (EST) | 1pm-4pm (GMT) | 9pm-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 2020 and the Pandemic

13:0013:15

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

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.

 

13:1514:15

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

14:1514:30

Break

14:15 - 14:30

14:3015:30

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

15:3015:45

Break

15:30 - 15:45

15:4516:45

Workshop: 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
  • Hands-on exercise: crisis communication based on real life scenarios

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

13:0014:00

“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

14:0014:15

Break

14:00 - 14:15

14:1515:15

Enhancing the Bank’s ‘voice’ through effective internal communication

14:15 - 15:15

  • The central bank’s internal ‘voice’ is as important to its mandates as its external ‘voice’
  • The internal ‘voice’ reflects the Bank’s values and culture, determined by the Bank’s leadership
  • Forums for building relationships with the Bank’s leadership – especially the ‘C’ suite, management, the Board, HR
  • Building an internal communications strategy from Objectives and Principles
  • Overview of internal communications tools, channels and frameworks
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.

15:1515:30

Break

15:15 - 15:30

15:3016:30

Maintaining a social media presence: latest trends in focus

15:30 - 16:30

  • 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
Senior representative

Bank Negara Malaysia

Embracing Technologies to Reach Wider Audiences

13:0014:00

Workshop: making the most of press releases and media presentations

13:00 - 14:00

  • 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

14:0014:15

Break

14:00 - 14:15

14:1515:15

Maintaining a multimedia media presence: latest trends in focus

14:15 - 15:15

  • The role of multimedia in central bank communication framework
  • Overview of key opportunities and risks to be aware of
  • Tips for aligning an overall multimedia communications strategy to central banks’ organisational mandate
  • Examples of the plain language uses and applications
  • Case study: Norges Bank

15:1515:30

Break

15:15 - 15:30

15:3016:30

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

Measuring (and Improving) Communication and Engagement

13:0014:00

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
Emma Murphy

Strategy, communications and leadership consultant

former Bank of England

Emma Murphy is a strategy, communications and leadership consultant that worked for the Bank of England for almost 20 years.  As part of her role there she developed and implemented the first strategic plans in the Bank of England’s 325-year history.  These focused on how best to manage deeply analytical talent while building a more diverse workforce, transforming rigid ways of working, and bringing internal and external communications into the 21st century.  Emma also led the division that introduced the Bank’s new approach to communications and has also played central roles in the integration of the Prudential Regulation Authority into the Bank and establishment of the Financial Policy Committee.  Emma has advised other central banks around the World, helping adapt lessons learned from the Bank of England’s experience into their differing contexts and has particular expertise in meshing cultural change with the people and communications challenges.

14:0014:15

Break

14:00 - 14:15

14:1515:15

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?

15:1515:30

Break

15:15 - 15:30

15:3016:00

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

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.

 

16:0016:15

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

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.