Steffen Seibert knows the rules of political attention like no other in Germany. Anyone who was a government spokesman for eleven years and managed the presence economy of the Chancellor is no stranger to any communication trick. Seibert, 62, has now announced the start of his new job in perfect form via Twitter – a medium that he himself developed for the federal government.
Of course, with Seibert, the following always applies: listen carefully. He now correctly introduces himself as Germany’s “designated ambassador” to Israel. Because he will only officially hold the office when he has handed over his credentials to the Israeli government or the president of the country. There is still no date for this official act.
The fact that Seibert’s short Hello, here I am video still attracts so much attention is partly due to the prominence of the new ambassador. For eleven years he was the face of the federal government and thus the no-nonsense announcement and explanation machine in times that were always agitated by the media. On the other hand, the post of ambassador in Israel is one of the politically most important ones in the foreign service, which is why every new ambassador first moves into the limelight – also in the Israeli public, by the way.
Seibert arrived in Tel Aviv a few days ago and has apparently used the past few months for a basic Hebrew course. In any case, he speaks his greeting in Hebrew and English, only occasionally squinting at the prepared text off the camera. In terms of content, Seibert does not show any weakness either: The relations between Germany and Israel are incomparable, “today we are partners and friends”, Germany stands by Israel’s side.
After eleven years at Merkel’s side, one can assume that the future ambassador knows the complexity and sensitivity of this state relationship. The former Chancellor has dealt so intensively with few other countries. In Israel itself, she is respected and revered. In his greeting, Seibert also addresses the historical guilt and obligation that has always been the motive for Merkel’s Israel policy.
The Ambassador Carousel stopped in Tel Aviv
It was anything but certain that he would become ambassador in Tel Aviv. Merkel took care of the subsequent use of a few of her closest employees. Chancellor Olaf Scholz had promised his predecessor that Seibert could become ambassador. However, Spain seemed to be the preferred place. But then complications arose on the Federal Foreign Office’s hard-fought transfer carousel, where not only the right person for places like Washington, London, Beijing or Delhi but also the salary level is at stake.
Minister Annalena Baerbock therefore had to manage expectations in-house, keep senior officials happy and the political wishes of the coalition partners small. In the end, Seibert ended up in Tel Aviv – a place that is certainly not ranked behind Madrid in the political hierarchy.
Seibert is not the first career changer in this position. As early as 1971, Chancellor Willy Brandt pushed Jesco von Puttkamer, editor-in-chief of the SPD newspaper Forward, to the post of ambassador. In 1977, the long-serving Governing Mayor of Berlin, Klaus Schütz, was sent to Tel Aviv after political difficulties had arisen at home. In 2000, Chancellor Gerhard Schröder rewarded the old Fahrensmann and social politician Rudolf Dreßler with the post – there was no place for him in the red-green cabinet. Dreßler started with the proposal to place Jerusalem under international control. Seibert will certainly not make the mistake.