Objective

Transparency and communication are crucial for central banks’ credibility and the effectiveness of their policies. In order to foster credibility, central banks need to enhance transparency. They can achieve this by engaging in clear communication, producing targeted messages for different audiences through appropriate communication channels.

This course provides an overview of the Bundesbank’s external communication work within the Eurosystem. It sheds light on the concepts, channels and content of the Bundesbank’s central bank communications. Participants will learn how the Bundesbank communicates with the press and the general public whilst also exploring the educational services it offers to schools. Participants will also have the opportunity to take part in a guided tour of the Bundesbank’s money museum.

As effective internal communication is a key driver of employee engagement, the course will also deal with different approaches and formats used for internal communication at the Bundesbank and the evaluation of these communication activities. Participants will gain insight into how the Bundesbank fosters communication between top management and employees as well as communication within peer groups. In addition, the course will give participants an opportunity to share their experiences and discuss best practices in the field of central bank communication.

Contents

• Media relations and media evaluation
• Communication with citizens (e.g. the Bundesbank’s event space and new children’s book)
• Communication via social media and the Bundesbank’s website, video and streaming
• Internal communication (direct communication formats) and internal media (staff magazine; social intranet; electronic newsletter)
• Political communication
• Economic education and Bundesbank’s money museum
• The role of GenAI in the communications department

Target group

The course is aimed at central bank staff working in the area of central bank communication (public relations, press office, etc.) or actively dealing with communication issues in other areas of their institutions. Applicants should be willing to share their experiences and actively contribute to discussions during the course.