5 things we learned about think tank comms in the 2025 German elections

From navigating the rapid news cycle to maintaining neutrality in a politically-charged environment, our participants shared a wealth of insights. Our speakers were Julia von Dobeneck, Senior Project Manager at Foundation on Peace in the Western Balkans at the Robert Bosch Stiftung; Frank Jordans, Senior Manager for Press and Communications, Industry & Hydrogen at Agora Industry; and Isabelle Schäfer, Research Fellow at the Center for Migration at German Council on Foreign Relations (DGAP)

Here are the top five:

1. Reach beyond wonkworld

As Frank Jordans from Agora Industry put it: “We can’t even assume that CEOs and politicians will read our stuff anymore.” The days of dropping a dense report and expecting the policy world to take notice are long gone, and reports are even more prone to sink unnoticed in a competitive news environment. The German election reinforced what think tanks already know, but seldom act on: they need to meet their audiences where they’re at. Whether that’s on social media, in the pub, or in one-on-one briefings.

2. Stay nimble and responsive

During the election, think tanks learned the hard way that timing is everything. As Isabella Schäfer shared, the publication of their migration analysis got completely overshadowed by JD Vance’s remarks at the Munich Security Conference. The lesson? Think tanks need to be ready to pivot at a moment’s notice, leveraging their expertise across platforms and formats to cut through the noise.

3. Protect your credibility

Navigating the minefield of partisanship and suspicion was a constant concern for all of our speakers and for think tankers in the audience during the election. As one participant put it, think tanks have to be careful not to “give oxygen to the suspicion” by constantly justifying and second guessing their role. But maintaining that crucial air of neutrality is easier said than done in today’s polarised climate.

4. Get face-to-face

In an era of digital overload, the participants emphasised the enduring value of good old-fashioned, in-person networking and discussion. As one audience member noted, “it’s important to come together in person” to build relationships and have meaningful debates. Turns out there’s no substitute for that human connection.

5. Find the right balance

Reaching both policymakers and the general public is a delicate dance. As one participant pointed out, think tanks are struggling to “prevent being seen as just instant lies, claiming for one political party.” It’s a fine line to walk, but getting that balance right is crucial for maximising the chances of expertise cutting through during fast moving news events.