Website and crisis communications

23-24 September, 14:00-18:00 BST/ 09:00-13:00 EDT
Virtual
2 days

Tutors
Agenda
Learning objectives
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Bank of England and European Central Bank (ECB) joint program

In an increasingly digital and fast-moving information environment, central bank websites play a critical role in shaping market expectations, informing the public, and maintaining institutional credibility. During periods of uncertainty, the clarity, structure, and accessibility of online communications can directly influence how policy decisions are interpreted by markets, media, and wider audiences.

This training programme equips participants with the practical tools to design and deliver effective website communications, particularly in high-pressure scenarios. It focuses on structuring content for clarity, layering information for different audiences, and ensuring messaging remains accurate, accessible, and authoritative. Through real-world examples and interactive exercises, participants will strengthen their ability to communicate complex policy with confidence, while reinforcing trust and transparency in their institution’s digital presence.

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Tutors

Paul Gordon

European Central Bank (ECB)

Senior advisor, communications

Agenda

Why is digital communication important now more than ever?

Understanding the importance of central bank websites as critical communication tools
The importance of trust, speed, transparency and credibility in communication
How different audiences perceive and use information (markets, media, citizens, institutions)
Central bank website: the primary source of truth

Why structuring content with clarity, authority and credibility can be useful

How website communications shape market expectations
Making communication accessible to a wider audience: content clarity and simplicity, visual presentation, enhanced navigation leading to higher public confidence, accountability and trust
Layering information (summaries, data, scenarios and technical depth)

Building the essential toolkit: Website crisis communications frameworks for central banks

Building a crisis communication playbook: escalation matrix, approval flows and decision time targets
Pre-written messaging templates for common crisis scenarios
Checklists for stakeholder-specific messages (government, supervised banks, markets, employees, public)
The importance of well-designed crisis landing page: announcements, banners, official statements
Lessons from recent examples: inflation shocks, banking stress and geopolitical events

Crisis communication in practice: What works when markets are volatile?

Homepage strategy during breaking events: initial acknowledgement, short media statement structures, and FAQ breakdowns
Translating complex policy into clear public messaging across all communication channels and avoiding ambiguity that could trigger market reactions
Handling traffic spikes and ensuring accessibility

Completing the loop: KPIs and post-incident reporting

How were critical moments handled under pressure? From the first public announcement to frequency and timelines for updates, website operations, media outreach, social engagement, internal communications, managing stakeholder relations and sentiment metrics
Compiling and completing the post-action report with an updated action plan

Learning objectives

By the end of the course, participants will gain an understanding of the strategic role of websites communication and its particular role in crisis.
Participants will be able to apply a content-structuring principal mindset by using layered communications for websites (summary, key data, scenarios, visuals, technical depth).
Participants will be able to understand the importance of a crisis communication playbook/framework which includes the role of escalation matrixes, governance and approval flows, decision timelines and pre-written message templates.
The role of an effective crisis landing page that reduces ambiguity and is appropriate for volatile market conditions.
Participants will be able to specify operational requirements to manage high-traffic and accessibility across the website.
Understand the importance of post-incident review including timeline of actions, stakeholder communications, sentiment and engagement KPIs, lessons learned, and a prioritised action plan for improvements.