Strategic narratives are enduring stories about who we are, how the world works, and where we are headed. They not only reflect reality; they help shape it.
The European Union has long portrayed itself as a defender of multilateralism and the multilateral global order. But with multilateral institutions under pressure and alternative narratives competing for the spotlight, are the EU’s stories still working?
This is one of the questions being tackled by ENSURED researchers in 2026. On September 9, 2025, in Berlin, the GPPi team kicked off their research exploring how the EU can revive and improve its narratives in defense of multilateralism with an event hosted at the Robert Bosch Stiftung: “Crafting Global Narratives– Strategic Communications for Multilateralism.” The conversation featured the expertise of three panelists – who discussed strategic narratives in theory andin practice – as well as a thought-provoking exchange with attendees from across civil society, government, philanthropy, and academia.
The discussion raised important questions about whether and how the EU can adapt its narratives to reflect the changing dynamics of global power – which should no longer be based on binary ideas of “the West and the rest” – while also accounting for the role its member states have played in perpetuating this unequal global order over the past centuries. Audience members also asked whether the declining “success” of EU narratives can be fixed by improving their quality, or whether this perceived decline simply reflects a more crowded narrativel andscape, facilitated by technology, multilateral cooperation, and the growing number of global powers. There was also a call for radical innovation in the way we think about the EU and its narratives – around multilateralism in particular – because, as one attendee put it, “the electric light did not come from the continuous improvement of candles.” ENSURED researchers will take many of these ideas forward as they investigate how EU strategic narratives shape multilateralism and where there’s space for transformation.
Below is a summary of the main points presented by each of the panelists.
“Strategic Narratives 101”
Amanda Pridmore, ENSURED Communications Work Package Lead & Project Manager at the Global Public Institute (GPPi)
In the first presentation of the evening, Amanda Pridmore introduced strategic narratives: What are theingredients of a strong narrative? And how can we use these theoretical learnings to help the EU tell more compelling stories?
Narratives, Amanda explained, are political instruments – they serve someone or something. Unlike political “spin” or rhetoric, narratives endure. They bring people and resources together around a cause and shape how actors see themselves. Understanding narratives’ power and purpose requires an analysis of who they are speaking to and why. Amanda went on to describe five common traits that make a narrative successful, according to academic literature.
Drawing on ENSURED research, Amanda then showed how the current EU narratives on climate governance, the IP-health nexus, and the digital euro could be improved upon: these stories can remain scientific, data-driven, and ambitious, but must also be human, just, connected to Europeans’ daily lives, and shared between Brussels and EU member states. All the ingredients for a good narrative are there. But these stories need updating to reflect a more resilient, self-aware EU that is open about its historical shortcomings and mistakes.
“EU Narratives on Trade Multilateralism”
Clara Weinhardt, ENSURED Deputy Project Coordinator and Assistant Professor in International Relations at Maastricht University
In her thematic case study, Clara Weinhardt examined EU narratives surrounding trade multilateralism. Over the years, the EU has portrayed itself as a major champion of trade multilateralism and, more specifically, of the World Trade Organization (WTO). In reality, however, the EU has not always “walked the walk” of defending and expanding trade multilateralism; recently, it has ratified unilateral and bilateral agreements in a number of issue areas. Clara discussed a couple of examples of EU trade uni- and bilateralism, including the EU Deforestation Regulation (EUDR) and the EU-US Turnberry trade deal, struck in July of 2025.
Clara pointed out that the EU has tried to defend its uni- and bilateral actions by stating, again and again, that they are “fully compatible with WTO multilateralism ” – but many WTO member states, worried about political fragmentation and the undermining of the WTO, are not buying this story. If this narrative isn’t working, what story should the EU tell around its trade actions?
For one, the EU could try to craft an overarching narrative that ties together the different levels of trade agreements. It should also incorporate its willingness to listen to dissenting voices and partners’ concerns into its story. And finally, the EU could garner more good will by being open about the strategic and political dilemmas behind its behaviour. The EU could, for example, point to Trump’s erratic trading behavior and show that it felt that a unilateral/bilateral trade agreement was the preferred option (compared to a slow, drawn-out multilateral process), however flawed.
“Germany’s Strategic Narratives”
Sophia Armanski, German Federal Foreign Office Head of Division for Strategic Communication
Following this thematic case study, Sophia Armanski provided a regional perspective; she spoke about how her division supports German embassies around the world to craft and communicate its (multilateral) narratives.
Specifically, Sophia’s team is responsible for providing German ambassadors around the globe with “communication lines:” specific phrasing, as well as general guidance on how to explain Germany’s official stance on important topics, policies, and values. They also encourage the ambassadors to communicate better, to speak more transparently, and to be visible online. Sophia and her co-workers also monitor the salience narratives on Germany or the EU on social media, and work on how best to counter foreign information manipulationand interference (FIMI) online.
Some of the challenges Sophia encounters in her work include trying to communicate Germany’s official stance on polarising topics such as Gaza or Ukraine, the practical setbacks of having to counter online adversaries’ foul play (Russia does not necessarily care about the rules of transparency and opendebate), and algorithms that favour bold messaging over nuance.
Much like the broader EU, Germany may be facing an identity crisis; its past self-image as a peace-loving, neutral, soccer-crazed nation with a strong economy and desire to help its neighbours, is less fitting in this era of increased military spending, decreasing aid expenditures, and global polarization. So, what’s the country’s new story?
This event was moderated by Zoë Johnson (GPPi) made possible thanks to a collaboration with Wonk Comms and the Robert Bosch Stiftung.
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