Friedrich Merz and his disastrous communication: His temperament stands in his way
The Chancellor's communication disasters are piling up. What should be done now? A guest article.
When I met Friedrich Merz in the Frankfurt airport terminal before taking off for Berlin almost two years ago, everything was still fine. We spoke briefly about his unconditional will to power. He "smiled away" competitors like Söder and Wüst, the giant patted me kindly on the shoulder and said in a firm voice: "We'll sort it out." At that moment, I pictured an enormously organized future Chancellor, confident and utterly convincing. So I sat down opposite him in this desolate waiting foyer and opened a newspaper. I had barely gotten engrossed in the first article when I jumped, for now I had the strange pleasure of getting to know the other side of the Sauerland native. A woman was playing—or rather, gaming—with her cell phone. The game was loud, a constant whistling and hissing, which she followed with interest. And she was sitting right next to the future Chancellor. If only she had known his temperament, poor thing.
Now, it wasn't pleasant to hear the fighting noises coming from the small device. Normally, I sit somewhere far away, where it's quiet. But this was completely different. I didn't even have a chance to leave quietly. Friedrich Merz hissed audibly at the woman, telling her to turn down the volume, it was completely unbearable. And please: Right away! The woman he addressed flinched, did as she was told, and here comes the kick: The future Chancellor winked at me, shrugged his shoulders, yes, what the heck, it had to be said, he felt good, that's how I interpreted his smile. Somehow, at that moment, I actually thought the whole thing was quite good, but I also thought: This guy, a little more diplomacy, just a little more, would do him good.
And now I'm sitting here on vacation, and the Chancellor isn't letting the outside world rest. I'm hearing again about a communications disaster: the partial halt to arms deliveries to Israel was barely coordinated domestically, not even within his own party, the CDU/CSU. And I'd love to go to Friedrich Merz, the man I've come to respect so much, and say: Man, calm down a bit, get some advice, just listen. Because his erratic communicative lapses, which have so much to do with him, his often unbridled temper, his will to power, his defiance, and his unconditional fight against Angela Merkel, are now piling up alarmingly, and in their quantity, they could slowly become dangerous not only to him, but also to the reputation of our country. His cheerful liveliness, indeed his enormous vitality, are definitely positive qualities, and as leader of the opposition, he often presented them very effectively. In short: He was effective, no, he was convincing. But now, as Chancellor of one of the world's most economically important countries, he should finally take some things into account in his communications.
Three crucial communication points for the ChancellorHow do I say what at what moment? It sounds simple at first, but this first point is crucial because it always applies, meaning throughout the entire term. Merz should think through his points to the end, weigh them up, discuss them internally, involve the most important officials of his large party, and only then speak clearly, convincingly, and without rushing. Then there's no need, as often happens now, for any clarifications on television and subsequent interpretations. Because the communicative re-explanation comes across like explaining a joke to a group that didn't initially understand it. The effect fizzles out, and by the time you explain it later, you already know you've lost the communicative point. Each of us will have our own memories of this. So, focus on the essentials, concisely, clearly, and precisely, while also involving your own party. And by the way, I must also say what I've already said elsewhere here: It's also wise to talk to the Eastern European media, to finally engage them as well. Merz is a chancellor for all of Germany. And after speaking clearly to the media on an important point, that's enough: please don't talk too much, just not too much, otherwise it will fray or, as the journalists say, it will disappear.
The second point now concerns his own party, along with the CSU. Both have been doing what they want recently, like a kindergarten, one sometimes thinks, and are clearly deserting him, the leader. This is actually a novelty for the CDU/CSU, a disciplined party geared toward success for many decades, or at least very rare. Therefore, even if he forms a coalition with his comrades, Merz must clearly distance himself from the SPD and take his own positions, and then—please—stick to them.
The Union is no longer a “chancellor election club”Backing down after prior announcement is unconvincing. His own party has already resented his constant acquiescence to his numerically depleted, yet still proud, comrades. This was the case with the pile-up of new debt, the persistence of energy prices, and now the issue of Israel. One's own positions require a proper listening to the party, an understanding of what has actually happened in the "post-Merkel" era. The CDU/CSU is no longer a "chancellor election club," but one must therefore also acknowledge: We know this, it was to be expected for a long time. This unsuccessful election of a judge was a lesson in the failure to understand one's own troops. And if his parliamentary group leader can't deliver this, this unconditional unity of his own party, then he is simply out of place; then he must be replaced. Replacements happen every day in the economy, and it can be liberating and open new doors.
Clearly define and maintain future visionsFriedrich Merz took office with the promise of bringing about a political turnaround because, as he repeatedly stated, the ill-advised traffic light coalition had failed to deliver. If one looks closely, one must say that the Chancellor is also currently operating without success. Therefore, as the third point of future communication, clear visions are crucial, at least programmatic points out what this government actually wants to achieve and what it truly stands for. And these fundamental ideas should then be communicated unmistakably, and the government will be judged by them. The Chancellor would counter that he had clearly communicated his basic ideas to the Bundestag and elsewhere. Everything I am demanding here has already been done through communication. Well, one could counter, he has, but who – pray tell – remembers that, who can cite his main points at once? Therefore, three to a maximum of five messages are important, with which one can identify this government and recognize what its "core brand" should actually be. This has not been evident so far. And please, as is strongly recommended, give the topics memorable names. A well-intentioned new law is called the "Nursing Assistant Introduction Act." You read that correctly. What's the point of that?
My wife, who has worked in nursing management for years, was stunned by the title. Specifically, it's about giving the increasingly important nursing profession a uniform, nationwide profile. That's a very good initiative. But please, it should also be communicated effectively.
Clear and memorable languageThere are many other topics: How exactly do we intend to advance Germany's domestic policy? What fundamental reforms are necessary for this? Healthcare policy, pensions, infrastructure? All of these can be clearly stated and reiterated from time to time. It's a promise for the future, so expectations must be precisely addressed and fulfilled. Political observers call this "expectation management," which is short and concise: Keep your promises. Then the economics can follow: How can this once economically powerful country get back on track? Energy prices, bureaucracy, taxes: all of these must be sustainably reduced or eliminated; that's clear to everyone, so the government should tackle them boldly and communicate them. We don't want to hear the petty nitpicking that so often happens, but rather a sense of a precise direction that we, as entrepreneurs and employees, can truly rely on. Old and new sociological research repeatedly highlights the values of honesty, reliability and respect, which are necessary for successful leadership in business, but also and especially in politics.
And if we maintain precisely this positive direction, then industry and millions of workers could jump on the bandwagon. What a leap forward that would be. Yes, it's possible, this leap is truly possible, the Chancellor should signal that. Because he has to stand for the positive, he has to be able to express it and set the standard, because the Germans are already grumpy enough.
A lot has already been achieved on the issue of migration, but who knows? That could score points against the AfD. And in the area of defense, this government is trying to correct the mistakes of the Merkel era, when it considered itself so pacifist that even conscription was abolished. Now, in the face of new threats, it is rearming – here too, it seems to me, excessively. Here in the military, the Chancellor should lead and clarify what exactly he wants, where the Bundeswehr actually needs to be steered. Voters want to understand and be taken along. Friedrich Merz should therefore make a fresh start in terms of communication in the fall to regain lost trust. Much clearer and thus more convincing, with passion and without arrogance. He still has every chance. But this requires a new, effective direction.
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