Online Communication Costs: More Money and Staff - Online Communication Costs: More Money and Staff
Thuringia’s State Chancellery has significantly increased its spending on visual content for online communication. In 2025, the government allocated around €111,000 to hire freelance photographers and videographers—up from €81,000 the previous year. The rise in costs was partly linked to special events and expanded digital outreach efforts.
The additional expenses in 2025 were attributed to one-time responsibilities, including Thuringia’s presidency of the Conference of Minister-Presidents of the Eastern States. Another key event was Chancellor Friedrich Merz’s visit to Jena, which required extensive documentation. Freelancer Florian Gaertner was among those commissioned for the work.
The State Chancellery does not maintain an in-house team for photography or videography. Instead, it contracts professionals at standard market rates. Most of the visual material produced is used across social media platforms, official websites, and shared with media partners for public relations.
Under Mario Voigt’s leadership, the chancellery has placed greater emphasis on digital communication. Two new staff members were hired to strengthen the team’s online presence. The government maintains that political communication is essential for keeping citizens informed and distributing important updates.
The increased budget reflects Thuringia’s push to enhance its digital and social media engagement. Visual content from 2025 will continue to support official channels, press collaborations, and public outreach. The chancellery’s approach relies on freelancers to meet demand without permanent hires.
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