Media intelligence agency Perceptica outlines the main challenges in banks’ communications in new report

31 May, Sofia. What role do communication experts play in building trust in banks and does financial literacy affect consumers’ sentiment towards financial institutions as a whole?

These were the focal points of the last Comms Talks: Banks discussion, which addressed the challenges and opportunities for communicators in the sector. Buttressing the discussion was media analysis agency Perceptica’s latest research, which assessed banks’ communication efforts with regard to financial literacy as trust- and reputation-building tools.

“The topic of financial literacy is covered mainly by traditional media, but the articles are often written in a way that’s inaccessible to regular readers,” saud Perceptica’s Product Director Georgi Auad. “You cannot have trust without understanding; it creates a vacuum that potentially non-expert or malicious influencers can take up, and that poses obvious risks. Communicators in the banking sector bear the enormous responsibility of informing and educating customers and they must do so via the tone and channel dictated by them — namely, by using lay terms and social media.”

The event, organised by Perceptica and the European Association of Communication Directors (EACD) with the support of the Bulgarian Public Relations Association (BDVO) and the International Association for Measurement and Evaluation of Communication (AMEC), gathered communication experts from the banking sector for a comprehensive and critical perspective on its main challenges.

The discussion was moderated by Viktoria Blazheeva, First Vice-President and Director of Public Relations and Communication at UniCredit Bulbank. Panelists included Hristo Hristov, Corporate Communications Manager at Fibank; Mila Milenova, Director of “Corporate and Marketing Communication” at UBB and country communications director of KBC Group Bulgaria; Iva Grigorova – Director “PR Business” at Publicis Groupe Bulgaria; Nevena Krasteva, Editor-in-chief of SeeNews, and Georgi Auad – Product Director at Perceptica.

Perceptica’s media analysis is accessible via their website here, while a recording of Comms Talks: Banks is available on Facebook.

Comms Talks: Banks is the third edition of Comms Talks — a series of sector-specific events, which aim to foster dialogue between the communications industry’s four constituent parts: internal communications departments, agencies, media and media analysis agencies. The events are public, free to attend and aimed at current and future communications professionals.