Where the authorities went wrong in the way they handled crisis communication regarding the situation in the Middle East

The conflict in the Middle East once again tested the ability of the Romanian state to communicate quickly and coherently in moments of international tension. In particular, the reaction of the Ministry of Foreign Affairs (MAE) was closely followed, in the context where thousands of Romanians are stuck in the affected areas. And if in terms of concrete actions we took it before countries like Germany, Italy or Austria, by organizing the first repatriation flights, in terms of communication things could have been better, according to Radu Turcescu, strategic PR consultant, specialized in crisis communication.

Oana Țoiu, Minister of Foreign Affairs PHOTO MAE

As the Ministry of Foreign Affairs communicated in the first hours after the outbreak of the armed conflict

“It is not the first major international crisis and, nevertheless, the Romanian authorities seemed taken by surprise. As in other situations, the communication came late, cumbersome and without that firmness that conveys that the state is in control of the situation. And the impression left is that the Romanian state has no reaction plans for such situations”, says Radu Turcescu.

The United States and Israel attacked Iran in the early hours of the morning in the Middle East on Saturday. In Romania, which is two hours earlier, it was already 08:30. The first public communication from the Ministry of Foreign Affairs came at 11:30 a.m., through a message posted on social networks:

“In the context of recent security developments in the Middle East region, the Ministry of Foreign Affairs constantly monitors the situation of Romanian citizens in the area and maintains constant contact with diplomatic missions and consular offices of Romania.

Romania's diplomatic and consular staff in Tel Aviv, Haifa, Ramallah and Tehran are safe and continue their support work for Romanian citizens.

In view of the deteriorating security situation, the Ministry of Foreign Affairs decided, starting yesterday, the voluntary withdrawal of non-essential personnel and their family members.

The MFA reiterates the firm recommendation addressed to Romanian citizens to avoid any travel to the State of Israel (alert level 8 out of 9 – AVOID ANY TRAVEL)”, the first message rings.

Strategic consultant Radu Turcescu believes that the message came quite late and lacked several necessary points.

“In situations of armed conflict, the basic rule is simple: the first communication must occur within a maximum of 1-2 hours after confirming the information. It doesn't have to be a long or extremely detailed message, but it has to be there. (…) A quick, coherent message was needed and, above all, concrete steps that Romanians could follow immediately. A simple referral to consulates – where, in practice, citizens complain that no one answers the phone – cannot be considered effective crisis communication“.

What the first message should have included

In such situations, says the consultant, people are waiting for the answer to three questions:

• Does the state know what's going on?
• Is there a plan?
• What should I do now?

At the same time, they need the feeling that the authorities are coordinated and prepared.

“There is an essential principle in crisis communication: if the authorities do not communicate quickly, the space is occupied by rumors and misinformation. In the age of social media, the first hours are decisive. (…) It is true that, in the first moments, we do not always have all the data. But even a quick, short message to show that we know what's going on and that we're working on solutions is absolutely necessary in the early hours of a crisis. Later, as the situation becomes clearer and there is verified information, the communication can be detailed and explained better. But any delay in the onset of communication creates insecurity and amplifies anxiety.”states Radu Turcescu.

The delay also leaves the feeling of improvisation, which erodes public trust, he says.

After the crisis cell was convened, another message followed, in which officials announced that they had contacted diplomatic missions in Israel, Palestine, Iran, Jordan, Qatar, Kuwait, Iraq and the United Arab Emirates. The recommendation for those there was,“to maintain contact with airlines or travel agencies and to notify their presence at the diplomatic mission or consular office of Romania in the state in which they are located”.

In the same message it was stated that “the possibilities of intervention of the diplomatic and consular missions in situations of force majeure are limited, depending on the security developments and the measures ordered by the local authorities”.

The first press conference, held two days later

The Ministry of Foreign Affairs organized the first press conference, held by Minister Oana Țoiu, on Monday at 14:00. The strategic consultant believes that it needed to be organized more quickly.

“From my point of view, especially given that the attack was not a complete surprise, the first conference should have been organized already on Saturday. Not for technical details, but to send a clear signal: the state is attentive and involved. It is, above all, about sending a simple message to citizens: >. This should have been the first objective ticked off by the Government — public acceptance of the situation and conveying a sense of protection. Later, as the data becomes clearer, the concrete steps that Romanians must follow to be safe can be communicated. But the first gesture must be public presence”says Radu Turcescu.

What effective crisis communication looks like

Crises are obviously undesirable. But recent events show us that we must be prepared.

“Crisis communication is not just going out in public and saying something. It means to quickly transmit control, direction and safety”says Radu Turcescu.

According to the specialist, there are several essential principles:

1. rapidity. The first message must appear quickly, even if the information is incomplete.

2. Clarity.
No technical language or hard-to-understand diplomatic formulas.

3. Empathy. A cold tone can amplify the tension. People need to feel understood.

4. Concrete steps.
Every communication must answer the question: “What should I do now?”

5. Consistency and constant updates.
All institutions must convey the same message. Contradictions breed confusion.

6. Combating disinformation.
Quick and transparent reaction is the only way to prevent rumour-fueled panic.

“Essentially, crisis communication must answer three simple questions: Do we know what is happening? What do we do? What should citizens do? If these three things are communicated clearly and consistently, public trust can be maintained even in a difficult situation.

Formulations like > do not interest or help citizens. People are not interested in the internal logistics of the ministry. He is interested in concrete actions and results. Effective communication does not mean explaining how the institution works, but showing what it does for the citizen. is the opinion of the consultant specialized in crisis communication.

Romania started repatriation faster than other countries

Despite the minuses from the communication chapter, the Romanian state managed to organize the first repatriation flights faster than other European countries or even the USA. The United States Embassy in Jerusalem officially announced that “nu is in a position at this time to evacuate or directly assist US citizens to leave Israel”, due to the volatile security situation and ever-changing risks.

Instead, 307 Romanian tourists who were visiting Israel were brought home safely, after crossing the border with Egypt, from where they were able to fly on two specially organized Tarom flights.

Many complained that they had to cover their travel costs, but experts say the state had no such obligation.

“I am a travel agent and I organize trips to Israel. In such situations if you travel with travel agents, you have a chance to be insured because the agent or agency has local communications and knows the special procedures in such situations. Regarding repatriation, what it means has been misunderstood. Never and nowhere in the world does the state repatriate on public money. Why? Because the risk is assumed by every person who travels. All these pilgrimages are carried out by private companies, or by certain people who do not have the necessary training. The state arranged flights that were not in the regular operational schedule, but they managed to get overflight approvals, landing slots. I will not insist with technical descriptions, because it is complicated and I will certainly not be understood. Obviously, the payment of plane tickets must be borne individually by everyone, because there is no compensation in case of war in the insurance system either”Georgeta Dumitru, travel agent, explained on Facebook.

At the time when the Romanian tourists went to Israel, on the website of the Ministry of Foreign Affairs there was a travel warning for Israel indicating alert level 8 out of 9, meaning “avoid all travel”.

There are approximately 16,000 Romanians in the areas affected by the conflict, according to the data collected by the Ministry of Foreign Affairs. Of these, 3,000 requested consular assistance. Most are in the United Arab Emirates.