In today’s world, digital political communication plays a central role in public communication. Aaron Gottardi, Head of Digital Political Communication at the Bavarian Ministry of Economic Affairs, was a guest on Stream1 Live Talk and shared fascinating insights into his work, the challenges he faces, and trends in digital political communication.
From College to Digital Communication
Aaron Gottardi is from South Tyrol and studied political science in Bologna and Salzburg. His career path led him to Munich, where he initially worked as a press spokesperson at a PR agency. He later moved to the Munich and Upper Bavaria Chamber of Commerce and Industry before taking on his current position at the Bavarian Ministry of Economic Affairs. There, he manages the social media channels and serves as deputy press spokesperson.
Translated with DeepL.com (free version)
The Responsibilities of a Press Spokesperson for Digital Communication
Gottardi’s work includes developing and implementing social media content, managing the online community, and handling public relations. His department functions as a kind of in-house full-service agency: it produces videos, photos, and text, coordinates with external service providers, and sets thematic priorities.
Since the last state election, the Bavarian Ministry of Economic Affairs has significantly expanded its social media presence. Today, it is active on LinkedIn, Instagram, Facebook, and X (formerly Twitter). Gottardi singles out LinkedIn in particular as the most effective channel, as it fosters a very objective culture of discussion.
Interactive Communication: Listening and Responding
Social media is not a one-way street; rather, it thrives on interaction. The Ministry of Economic Affairs uses these channels not only to disseminate information but also to gather feedback from the public. This feedback is incorporated into the Ministry’s work and thus helps it communicate its policy positions in a targeted manner.
The Importance of Live Streams in Politics
Live streams are another important communication tool. Press conferences and political discussions are regularly broadcast to reach a broad audience. This practice became established during the COVID-19 pandemic and is now standard. Gottardi also sees great potential for live streams in municipal meetings to foster greater transparency and citizen participation.
Challenges in Digital Political Communication
Digital communication requires quick responses and the transparent, credible dissemination of information. Topics such as the energy transition and hydrogen technology—which are often the subject of heated debate—present particular challenges. In these cases, clear, fact-based communication is essential to avoid misunderstandings and strengthen trust in political decisions.
Crisis Communication: Preparation Is Everything
A key focus of Gottardi’s career has been crisis communication. He describes how important it is to be prepared for various crisis scenarios. Swift, transparent, and factual communication is key to maintaining the public’s trust. A good example of this was an incident in which a construction crane toppled over. In this case, a proactive information strategy helped by promptly issuing a press release, informing nearby residents via flyers, and designating a contact person for questions to minimize uncertainty.
The Future of Digital Political Communication
Political communication must take place where people are—and that is increasingly on social media. Digitalization offers enormous opportunities, but it also requires flexibility and openness to new developments. Platforms like LinkedIn are playing an increasingly important role, while new channels like Threads (from Meta) are eagerly anticipated.
The challenges aren’t getting any easier, but with professional, strategic, and interactive communication efforts, politics can connect more closely with the people. Aaron Gottardi’s insights show just how crucial a well-thought-out digital strategy is to successfully shaping the political landscape.
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