Social Media and Communications Strategy

Social Media and Communications Strategy

Social Media and Communications Strategy

November 14 – 17

Live Content sessions held: 8am–12pm (EST) | 1pm–5pm (GMT) | 9pm–1am (SGT) 

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

  • Which social media should central banks use?
  • How and when should they use the platforms?
  • How can they manage the risks and the balance with ‘traditional’ communication tools?

For media managers and communication specialists at central banks the challenge has always been how to explain the complexities and nuances of central banking. In social media like Twitter, Facebook, LinkedIn and Instagram central banks suddenly have the means not only to reach new audiences but to actively engage them. Yet for an institution that trades on its credibility and reputation, risks abound. Increasingly, central bankers recognise a need to be able to move between traditional communication tools and those of the digital era.

This course is designed to equip communications specialists 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, with time set aside for a workshop on implementing key learnings.

View chair letter.

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 2022 and the pandemic.

13:0013:30

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
Klaus Löber

Chair, CCP supervisory committee

European Securities and Markets Authority (ESMA)

Klaus Löber is the Chair of the CCP Supervisory Committee (CCP SC) in ESMA, which was established in 2020. His areas of responsibility encompass the tasks attributed by the European Market Infrastructure Regulation (EMIR) to the CCP SC, in particular the enhanced supervisory convergence towards EU CCPs and ensuring a resilient CCP landscape in the EU as well the monitoring and supervision of CCPs established in third countries in view of the risks that they may pose to the EU financial system. He is also chairing the ESMA CCP Policy Committee contributing to the EU Single Rule Book in the area of CCPs.

Prior to this role, Mr Löber was the Head of the Oversight Division of the European Central Bank in charge of the oversight of financial market infrastructures, payments instruments and schemes. Earlier positions include the Head of the Secretariat of the Committee on Payments and Market Infrastructures, the global standard setting body in the area of payments, clearing and settlement as well as positions in the European Commission, Deutsche Bundesbank and private practice.

Mr Löber regularly publishes on financial markets legal, regulatory and infrastructure issues and lectures at universities.

13:3014:30

The media in 2022: new dynamics, challenges and opportunities

14:30 - 15:30

  • Key factors, themes and dynamics shaping the media environment in 2022
  • 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
Claire Jones

International economy news editor

The Financial Times

14:3014:45

Break

12:45 - 13:00

14:4515:45

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
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.

 

15:4516:00

Break

12:45 - 13:00

Communication in practice: combining new and tested tools to contextualise messages

13:0014:00

Maintaining a social media presence: latest trends in focus

14:15 - 15:15

  • 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
Oda Faremo Lindholm

Senior communications advisor, Norges Bank

Norges Bank

Oda Faremo Lindholm is an economic historian and works as a senior advisor and community manager in Norges Banks department of communication and external relations. Prior to working in Norges Bank, she worked as a journalist in several different Norwegian newspapers, and as a researcher at Norway’s public broadcaster, NRK. At NRK she also worked extensively with content production to some of NRKs biggest social media profiles. She has also published a successful book (in Norwegian) about critical interaction with social media, called “Bullshitfilteret” (The bullshit filter) .

14:0014:15

Break

12:45 - 13:00

14:1515:15

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

12:00 - 12:45

  • 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
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.

15:1515:45

Networking break

15:30 - 16:00

15:4516:45

In search of excellence in websites and digital platforms

15:45 - 16:45

  • 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

Embracing technologies to reach wider audiences

13:0014:00

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.

 

14:0014:15

Break

12:45 - 13:00

14:1515:15

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.

 

15:1515:45

Networking break

15:30 - 16:00

15:4516:45

Central Banks and Social Media: The Why, The How, and What`s Next

13:00 - 13:45

  • Why using social media has become almost a requirement for central banks
  • A look at best practices for central banks
  • Where do we go from here, and pitfalls to avoid
Paul Badertscher

Director of media relations

Bank of Canada

Paul Badertscher has been associated with the Bank of Canada for roughly 25 years – earlier as a journalist with agencies Bridge News and Bloomberg News, and later as the Bank’s head speechwriter and now as Director of Media Relations. Over that time, he’s lived through a revolution in central bank transparency. He’s gone from the era where central banks barely tolerated reporters and said as little as possible to today, when central banks are working hard to reach key stakeholders and the public with their messages.

Paul has a Bachelor of Arts Degree from Carleton University in Ottawa and a Master of Journalism degree from Western University in London, Ontario.

Fabiola Dieudonné

Senior Social Media Specialist

Bank of Canada

Fabiola Dieudonné recently joined the Bank of Canada as its Senior Social Media Specialist. She has a decade of professional experience in digital communication and had held various positions with various government departments including the International Development and Research Centre and at the Canadian Food Inspection Agency. Outside of her day job, she provides her expertise to local non-profit organizations. Fabiola has an honours degree in communications from the University of Ottawa.

Improving communication and engagement

13:0014:00

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
Volodymyr Lepushynskyi

Director, monetary policy and economic analysis department

National Bank of Ukraine

In 2004, joined the National Bank of Ukraine (NBU) on the position of economist responsible for forecasting money market performance. From 2008 to 2019, worked as the Head of Unit, Deputy Head of Division, Head of the Division for Monetary Policy Strategy, Deputy Director of Monetary Policy and Economic Analysis Department. In December 2019, was appointed as a Director of Monetary Policy and Economic Analysis Department. Has contributed to implementing inflation targeting regime in Ukraine, elaborating strategic documents on monetary policy and developing a rules-based monetary policy framework.

Graduated from Kyiv National Economic University with MA degree (with honors) in Finance (2004). Holds a Ph.D. in Economics from Ukrainian Academy of Banking. Has published extensively on monetary, macroeconomic, and modeling issues.

14:0014:15

Break

12:45 - 13:00

14:1515:15

Communication with general public: core elements and challenges

12:00 - 12:45

  • Why are we talking about communication with the general public?
  • How do we define our target groups? 
  • What live communication formats are available at the Bundesbank?
  • Now it’s your turn: design a new event with a focus on increased dialogue with your guests
Astrid Lipfert

Head of strategic office, DG communications

Deutsche Bundesbank

Within the DG Communications at Deutsche Bundesbank Astrid Lipfert is the Head of Strategic Office. Her team is responsible for strategic issues of the department, direct communication with the general public, regional communication acitivities and Bundesbank’s art collection. Astrid has been working at Deutsche Bundesbank for 20 years. She has held several positions in different departments including leading the website team and senior adviser to the Director General Communications. Astrid holds a degree in Central Banking from the Deutsche Bundesbank University of Applied Sciences and a degree in Business informatics.

15:1515:30

Break

12:45 - 13:00

15:3016:15

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

13:00 - 13:30

  • 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
Klaus Löber

Chair, CCP supervisory committee

European Securities and Markets Authority (ESMA)

Klaus Löber is the Chair of the CCP Supervisory Committee (CCP SC) in ESMA, which was established in 2020. His areas of responsibility encompass the tasks attributed by the European Market Infrastructure Regulation (EMIR) to the CCP SC, in particular the enhanced supervisory convergence towards EU CCPs and ensuring a resilient CCP landscape in the EU as well the monitoring and supervision of CCPs established in third countries in view of the risks that they may pose to the EU financial system. He is also chairing the ESMA CCP Policy Committee contributing to the EU Single Rule Book in the area of CCPs.

Prior to this role, Mr Löber was the Head of the Oversight Division of the European Central Bank in charge of the oversight of financial market infrastructures, payments instruments and schemes. Earlier positions include the Head of the Secretariat of the Committee on Payments and Market Infrastructures, the global standard setting body in the area of payments, clearing and settlement as well as positions in the European Commission, Deutsche Bundesbank and private practice.

Mr Löber regularly publishes on financial markets legal, regulatory and infrastructure issues and lectures at universities.

Learning outcomes

At the conclusion of the training, participants will be able to:

  • Identify pathways for clear and open communication with different stakeholders
  • Balance social media use with traditional communication tools and channels
  • Gain insight into how to talk about key emerging issues including CBDC and climate change
  • Develop measurement matrixes and understand how to respond to key indicators
  • Create a crisis communication plan based on real life examples

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.