Communications 2022
Central bank websites: how to keep track and make them better
Central banks share their experiences in gauging website performance
Communications Benchmarks 2022 – opening new channels
Data sheds light on the continued shift to new channels and tools of communication
Social media ahead of traditional comms for central banks
High income institutions still skewed towards traditional channels
Central banks use wide array of external comms channels
Institutions employ about 10 media formats on average, and almost all use social media
Central bank websites vary greatly in popularity
Some get hundreds of page views per month, while others get millions
Private sector tools often used to shape comms strategies
Meltwater, Hootsuite and Fuseworks among named software providers
Email main channel for central banks’ two-way communication
A majority of central banks interact with the public through social media platforms
Early comms involvement in policy raises effectiveness
Teams involved in earlier stages of policy report communications are more successful
Central banks use multiple channels for internal comms
Email and platforms developed in-house are top channels, but many others are also common
Central banks offer wide range of comms training courses
Many train communications staff in areas such as writing, public speaking and social media
Many central banks ‘layer’ news for different audiences
Techniques include use of differing language, visual and video presentation, and data release
Central bank comms staff earn $40,000 on average
Data shows wide disparity across institutions and income groups
Wide variation in comms staff numbers
Smallest communications team has just two members, and the largest over 100
Maintaining trust is top focus of comms teams
Benchmarking data sheds light on how central banks measure the effectiveness of communications
Most central banks are bilingual communicators
Only a handful communicate in three languages, but it is common to translate at least some documents
Media relations is biggest job for comms teams
But website, social media and internal comms also account for significant portions of time