Communications 2023
Training central bank communicators
The skills needed for communicating in a social media and artificial intelligence world
Communications Benchmarks 2023 report – engaging with the public
Data reveals comms teams’ structures and strategies, as well as key trends in usage of traditional and social media
Around half of communications staff hold master’s degree or above
Over 40% of staff were hired with a communications degree on average
Most people visit central banks’ websites via search engines
Clicks on social media platforms drive around 7% of traffic to central banks’ websites
Most central banks give background briefings on key initiatives to journalists
Practice is dominant across central banks from advanced and emerging economies
Boosting social media and improving websites top priorities for comms teams
Data suggest central banks’ focus on communicating with the public
Communications departments get involved in key policy decisions at varying stages
Early communications involvement in policy decisions raises effectiveness
EME central banks favour social media, AE institutions prefer traditional channels
Central banks actively manage four social media platforms on average
Central banks most effective in monetary policy communications
All participating central banks monitor media to gauge effectiveness of communications
Email, events and seminars top tools for internal communication
But few central banks have a mobile app for staff communication
Most AE central banks split internal and external communications
But those in emerging market economies tend to assign the tasks to a single team
Most central banks have centralised communications teams
Result broadly similar across central banks in advanced and emerging market economies
Most communications teams outsource tasks to external providers
Outsourcing more common among central banks in emerging markets
Email and social media most common two-way channels
Central banks in emerging market economies prefer social media to email