CBI Benchmarking - Data Dictionary - Communications 2024

Data Dictionary - Communications 2024

Background briefing: Background briefings are off-the-record sessions where officials impart relevant information to experts like journalists and analysts. Some central banks use the occasion to explain monetary policy decisions or other key initiatives.    
        
Central: For the purpose of Question 5, how “central” a task is depends on the overall amount of time the communication team puts in to complete it. The more time the communication teams spends on a specific task, the more central the task is.    
        
Communications department: The department tasked with communications, whether internal or external.    
        
Direct traffic: The number of visitors arriving at a website directly. Direct traffic generally occurs when a visitor types a website URL in their browser’s address bar or clicks on a previously saved bookmark.    
        
External comms: Communications with external stakeholders, such as journalists, analysts and the general public.    
        
Full-time equivalent: Full-time equivalent. A full-time employee counts as 1; someone employed half these hours would be 0.5.    
        
Internal comms: Communications with staff within the central bank.    
        
International comms: Communications with other central banks or international organisations such as the IMF and BIS.    
        
Key policy decisions: Major policy decisions, such as monetary policy or financial stability policy.    
        
Layering: The process of including varying complexity of material in a single publication. An example would be an introduction written for a general audience followed by a technical report.    
        
Organic traffic: The number of website visitors that come from unpaid search results on a search engine. It does not include traffic from paid results on search engines.    
        
Public appearance: Appearances that are open to members of the public. Examples include speeches, parliamentary hearings, town hall meetings.    
        
Social media: Technology that supports the sharing of information through virtual networks. Prominent examples include Facebook, X (formerly Twitter), YouTube, LinkedIn, Instagram and TikTok.    
        
Social media engagement: Statistics on how users engage with social media posts. Examples include views, link clicks and shares.    
        
Traditional media: Forms of media that predate social media, such as newspapers, TV, radio, magazines, press conferences, press releases, live events, websites, podcasts, email campaigns and blogs.    
        
Website page views: The number of times users have visited any page on the main central bank website.    
        
Website time on page: The average time a user spends on a page of the website.