Radu Georgescu: First of all, please tell us more about the European Association of Political Consultants (EAPC) and its role in such an interesting field of activity.
Sepp Hartinger: The EAPC, the European Association of Political Consultants, founded in 1996 and based in Austria, is a platform for all professions involved in political campaigning and political consultancy. The aim is to improve the quality of challenging work throughout Europe by exchanging experiences, building mutual trust and creating opportunities, while at the same time further strengthening and defending the values of our democracy and our societies. In order to have only those professionals and experts in our ranks who work seriously, the EAPC has its own Code of Conduct which, together with the Constitution, forms the basis for membership. In terms of activities, we attach great importance to measures that enhance our quality as political communicators and our success. For example, there is the EAPC Academy Night, where we invite speakers via Zoom from all over the world to give a presentation 4-6 times a year. The EAPC Masterclass and our annual European Conference complement this program. We are also currently working intensively on our own university course for a “European Executive Master for Political Consultancy”.
R.G.: Given the evolving landscape of European politics, how have you seen the role of political consultants change over the years, particularly in the context of the upcoming 2024 European elections?
S.H.: Work in political communication has changed enormously in recent years, last but not least due to the influence of social media. And right now – in this year’s global super election year – this change is experiencing another huge boost with AI, and no one yet knows where it will lead. We focused on the topic of AI at our conference last year. This year at our European conference, from May 15 to 17 in Berlin, we will be taking a closer look at the topic. By the way, Romania has one of the world’s leading experts on this topic, Sabin Dima, who has developed pioneering solutions with his company “Humans”.
R.G.: In the age of digital communication and social media, how has the approach to political campaigning evolved, and what strategies do you believe will be crucial for political parties and candidates in the following years?
S.H.: Digital communication is now an integral part of every campaign. You can no longer design a successful campaign without social media. At the same time, classic campaigns and communication elements are becoming more important due to the digital flood. Despite all the constant technical changes, there is one constant in every campaign that is also becoming more and more important: it is about optimal strategies, perfect framing and comprehensible storytelling that convinces voters and involves them in the development. This applies to the parties as well as the candidates
R.G.: The rise of A.I. is self-evident, how can we assess its impact on politics and political consultancy?
S.H.: As already mentioned, artificial intelligence will pretty much turn our lives upside down in the future. And it’s not just about communication. AI will give our entire lives a new direction. And not just in a positive sense. Clear rules will be needed to keep the misuse that is sure to happen reasonably compliant. The European Union’s recently presented catalog of rules is a first step in this direction. There must be security mechanisms at all levels in order to keep this development within acceptable limits. This will certainly open up new opportunities for our industry. At the same time, we will need tools to ward off external influence and the consequences of manipulation.
R.G.: There are increasing concerns about disinformation and fake news around Europe and not only, what role do political consultants play in safeguarding the integrity of the electoral process?
S.H.: If we analyze the 2016 US presidential election or the Brexit referendum with hindsight, we can see that fake news had a decisive influence on these elections. This probably also applies to other elections. We need rules adapted to the times and, above all, a new “fire wall”, otherwise we run the risk of our democracy suffering enormous damage. Then there is another negative development that is currently setting a precedent worldwide. Namely the disregard of previously applicable rules, such as the non-acceptance of actual facts, such as the election result, as we see in the USA and currently also in Poland, or “negative campaigning”, which seemingly knows no bounds. If we don’t curb ourselves on this point soon and return to campaigning that is characterized by positive aspects, we will lose people’s trust in democracy and thus pave the way for autocracy and dictatorship.
R.G.: With the current interconnections between nations, how do you perceive the impact of international influences on European elections, and how can political consultants navigate these dynamics to effectively support their clients?
S.H.: The Russian aggression in Ukraine, as well as the Middle East war, will undoubtedly also influence the European elections in June. Right-wing movements in particular will use these situations – together with the unresolved refugee situation – to their advantage. It is to be feared that there will be a shift to the right. The only remedy would be to highlight the positive side of Europe in the elections, to emphasize the project of freedom that has lasted for over 70 years and to point out all the advantages that all Europeans enjoy through the common Europe. Unfortunately, this is very often countered by national thinking, which markets all successes as a warning achievement and attributes all negative aspects to the EU. We humans must break this contradiction by thinking and acting together in a new way in order to advance the “European” project for ourselves and future generations. To do this, however, we must leave the comfort zone and go out to the people. Here, however, I fear that while there is goodwill beforehand, actual action will continue to be neglected. And Europe does not deserve that.
R.G.: As I recall, in May the Association will organize the annual conference in Berlin? Can you tell us more?
S.H.: This conference is not merely an assembly; it’s a rare opportunity to connect, strategize, and gain an intimate understanding of political dynamics. However, our event extends beyond political discourse. We will explore Berlin’s history, culture, and its role as a big player in decision-making. Part of the conference will be a tour through the city shaped by big moments – from World War II to the Cold War, when a wall divided the city. Please find attached the preliminary program.
Sepp Hartinger began his career as a political consultant in 1973 as the first full-time campaign manager for the Social Democrats in Austria and in this role was responsible for many election campaigns in Austria. In 1983, he founded his own communications agency, Hartinger Consulting, which developed into one of Austria’s leading creative and strategy agencies in the years that followed. When the communist system in Eastern Europe collapsed in 1989, Sepp Hartinger worked in numerous Eastern European countries as a consultant in a wide variety of election campaigns. In 1996, together with a number of European colleagues, he founded the EAPC, the European Association of Political Consultants, of which he is still a leading member today. Sepp Hartinger was also a member of the IAPC, the International Association of Political Consultants from 1982 to 2023 and its President from 1999 to 2001.
Very informative!