Last Friday, Israel and Germany signed an agreement on cooperation in the area of ‘energy’. It is the continuation of an existing agreement.
However, as an outsider, you don’t know exactly what it is supposed to achieve, what the real projects and goals are, and what the budgets are. This press release serves as an example of poor PR and communication.
The unsubstantiated press release reports: “Among other things, the agreement focused on the management of a smart electricity network, microgrid, integration of new technologies in the energy sector, B2B (business relationship system), integration of AI (artificial intelligence) and BI (business intelligence) in the energy sector, as well as issues of hydrogen, gas storage and CCUS (carbon capture, efficiency and storage), and more.” Great.
And: “As part of the program, the two countries undertake to cooperate to promote reliable and sustainable energy, while promoting projects to reduce greenhouse gas emissions and reduce the use of fossil energy. The work plan encompasses the multitude of topics of the Ministry of Energy and Infrastructure – promoting innovation, smart grid management, microgrids, alternative fuels for aviation, hydrogen and connectivity, carbon landfilling, municipal programs to reset emissions and more.” Good. And?
Finally, and happily, there is a link that promises to offer more in-depth information. Unfortunately, you will be disappointed.
There you read: “The Arab Emirates, the countries signed a joint work plan for 2024, this in light of the success of the previous work plan. As part of the signed agreement, the countries will continue the work plan from 2023, putting Emphasis on cooperation on other issues such as energy efficiency, energy security, cyber protection, protection of physical energy infrastructures and the expansion of renewable energy infrastructures with an emphasis on the electricity grid, electric vehicles, hydrogen, etc.“
However, at the end of this second press release, you will find the link to the website which is entirely dedicated to the projects. It remains a mystery why this link was not included in the first press release. Be it as it may.
Full of excitement and with the third click you finally find out, there is no more. Just nothing. Disappointment. Here you are dealing with general phrases and announcements. Examples?
Under the headline “What we can do for you” you read catchphrases like ‘Support Political Dialogue’, ‘Promote Best-Practice Exchange’, ‘Connect Business’ and Politics and ‘Enhance Energy Transition Communication’. You find completely empty keyword sentences under each keyword. Example: “Enhance Energy Transition Communication: Clear communication translates undertakings into understanding. We communicate the energy transition on various plattforms” sic! Yes, an embarrassing typo. Don’t mind. Which platform, links, contact? Nope.
You have to scroll down to the end of the website to get to the general contact button. If you click on it, you get the general number of ‘dena’*. Everyone knows what that means: don’t call. Die on hold.
A very important topic, energy, is being driven into the ground by poor communication. Clear communication as claimed looks differently. What a pity.
*German – Israeli Energy Partnership c/o German Energy Agency GmbH (dena)Chausseestrasse 128a
10115 Berlin+49 30 66 777-0
Based on press releases of the Ministry of Energy and Infrastructure and Website
Pressrelease 1 > https://www.gov.il/he/pages/news-151124
Pressrelease 2 > https://www.gov.il/he/pages/israel-germany
Pressrelease 3 > https://www.gov.il/he/pages/cop28-051223
Website > The German-Israeli Energy Partnership