Leaders lurch from crisis of confusion

Ong Hock Chuan, Consultant, Maverick, Jakarta

President Megawati is to be commended for immediately flying to Bali and visiting the site of the explosion and the victims of the blast. It was a good start, a proper gesture of concern to the victims and their families.

Many Indonesians must have hoped that if there should be a silver lining to this despairing incident, it was that Megawati would at last be spurred into action and play the leadership role that comes with her office.

Unfortunately this was not to be. Like former president Habibie's leadership which surprised and impressed when he paid a visit to Glodok, one of the hardest hit areas, in the immediate aftermath of the 1998 riots in Jakarta, but then ran out of steam, Megawati's leadership also receded. She fell back to her old pattern of being inaccessible, remote and obscure when she or her spokespersons should be establishing a dialog with the Indonesian and international community.

In the meantime ministers added to the confusion by sending out mixed messages. Defense Minister Matori Abdul Jalil immediately said the Al Qaeda was probably behind the blast. Coordinating Minister for Political and Security Affairs Susilo Bambang Yudhoyono claimed that terrorists were behind the attack. And Vice President Hamzah Haz blamed weak intelligence and poor security measures for the blasts.

The result was more confusion. Were terrorists involved? Were they linked to Al Qaeda? If so how did they know?

The subsequent days saw even more mixed messages with ministers saying that Indonesia needs to mount a public relations campaign to woo back tourists and investors. To do this when the families of victims are still grieving and some have not even identified the bodies of their loved ones is insensitive.

And by Friday there was even more confusion, this time among the police on the number of suspects being questioned.

These incidents underscore the words and actions of a government that still has a lot to learn about what Americans are very good at, as evidenced in the aftermath of Sept. 11: Crisis communications.

The government can benefit a lot from acquiring the skills and knowledge on how to communicate during a crisis. For instance, one of the principles of crisis management is that facts are all important. You never say anything or assume anything until a "fact" is checked out and verified by at least a few independent sources. This is because crisis situations are necessarily confusing situations. There would be a lot of rumors, half facts, misleading information.

Megawati is probably as saddened as the rest of us about the deaths, injuries and grieving of the relatives of the victims of the bomb blast. But she needs to demonstrate that she cares and empathizes. Contrast with what is being said in Indonesia after the Bali blast, for instance to the constant statements of concerns issued by U.S. authorities after Sept. 11.

Megawati has also to learn that during a crisis her every gesture comes under intense scrutiny. So smiling to and acknowledging a reporter just before reading her speech last Sunday to deliver a serious message is not to be advised.

Another principle is in crisis management is to select a single spokesperson and then speak with one voice. This allows the information and the messages the government wants to impart to be controlled so that it doesn't end up being confusing. When this does not happen confusion reigns.

What exactly was the Indonesian government's message, for instance, on the day after blast? That Al Qaeda was behind it? That we are overrun by terrorists? That we have a weak intelligence system? That investigations were ongoing? And how many suspects are now being interrogated by the police? Four? Eight? Who can figure it out?

It is now a week after the Bali blast but the repercussions are still reverberating. The international community is looking at Indonesia with a critical eye. Investors are evaluating whether it is safe to remain. Tourists the world over will want to know whether it is safe at all to visit.

In the coming weeks and months Indonesia will be judged by how the Megawati government resolves the threat from terrorists and whether it can bring the culprits of the bombing to justice.

Megawati now has the moral authority to act decisively, sternly and swiftly. She should not only do so but be mindful of being seen to do so for it would boost her credentials as a leader if she can be seen to be in control of the situation. To do this she must discard her taciturn style and communicate to the public.

In doing this she must also prevent her ministers from undermining what she sets out to do by imposing on them message discipline. Too often the Cabinet shoots itself in the foot when five ministers send five different messages in one day.

The Bali blast has been a tragedy and it will be even a worse tragedy if something good does not come out of all this suffering and despair. One of the aims of the terrorists, is to destabilize Indonesia so that the resulting uncertainty and discord will be fertile ground for nurture a terrorist network and bases.

If Megawati fails to rise to this challenge then it is as good as conceding defeat to the terrorists.

Maverick is a communications consultancy specializing in brand strategy and crisis and issues management.