Traditional comms still a bigger focus than social media
Lower-middle income teams less likely to track external communications
Central banks are focusing their external communications more on traditional media than social media for a second consecutive year, the Communications Benchmarks 2024 find.
The average proportion of external communications implemented via traditional media – such as press releases, reports and speeches – is 60.7%. By contrast, social media accounts for 39.3%. One central bank did not provide data.
The result seems to imply a relative de-emphasising of social channels in recent years. Traditional
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Communications Benchmarks 2024 report – emerging trends
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Most comms teams aim for social media boost in 2025
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Press releases outnumber officials’ public appearances
Statistical bulletins also rank as most published document annually
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Facebook, LinkedIn, X are top social channels
Central banks see “interactions” as key metric for tracking social media
Comms teams becoming less involved in key policy decisions
Early involvement appears to raise effectiveness in monetary policy communication
Central banks report varied approaches to layering comms
Many institutions use video and infographics to make key reports more accessible
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