Trust and comprehension seen as more important than audience size

Central bankers see trust as the most important measure of communications effectiveness

Audience numbers can give an indication of message reach but more important is trust and comprehension, according to central banks that responded to Communications Benchmarks 2021. 

Respondents rated trust 4.75 and comprehension 4.72 out of five, on average, in terms of their importance in effective communications. 

Audience size, market indicators, social media engagement and number of followers, and ‘absolute numbers’ were rated 3.84, 3.78, 3.77, 3.57 and 3.34, respectively. ‘Absolute

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