Communication in Moldovan public institutions - a complex, but little known profession

Elena MOLDOVEANU,

What happens behind the curtains in our public institutions is very little known. Very often, in order to not create panic among the people or to cover their own blunders, the state institutions send messages with a general content, without details, containing diplomatic quotations, which leave journalists, civil society and last but not the least, the population dissatisfied. Frequent are cases when public institutions directors make unprepared statements, uncoordinated with communication experts, because they are convinced they know what to say better than press service employees do. The lack of message cohesion leads to reduction of population confidence in the public institutions and to panic among the people, who are already in a dramatic situation. This is why the communicator’s role is undisputable.

Communication should be professional, not improvised
Unfortunately, there is a large gap between theory and practice. Though the legislation is based on western models, the state institutions messages are not always of good quality. Often, not even their colleagues trust the communicators’ professionalism - officials from different departments or even the Minister, write press releases, launch promotion campaigns or organize broadcast participation on their own, without consulting the communication expert.
Without experience in the field, their statements are not coherent and they end up making blunders. A recent example - the one of Prime Minister, Valeriu Strelet, who publicly stated that the dollar would reach almost 40 MDL. The next day, after having heard a lot of critical reaction, the Prime Minister said it was just an illogical example, in the context of protests organized in the Great National Assembly Square and the relationship with IMF. This is why the communication is not professional, but improvised.

Communicators’ difficulties
In the Republic of Moldova, the communicators are perceived, on one hand, as image-makers of the institutions they work in, and on the other hand, as representatives of governing parties because the positions of Government members are divided based on political criteria. For instance, until recently, a ministry had as director of the Press service, the head of communication of the party the minister was in.
Moreover, the working conditions of many communicators are deplorable. Most of them do not have elementary conditions to do their work – lack of, or obsolete and insufficient technical equipment. They work overtime or in weekends without being paid extra hours. In addition to all of that, people have small salaries fact that leads to a continuous migration towards better-paid fields. Thus, we are assisting a deprofessionalisation of the public function and it raises concerns.

Government communication in the area
Other governments face similar problems. These problems are discussed and solutions are sought within a professional public sector communicators’ forum - SEECOM, created three years ago in Budva (Montenegro). It brings together communicators from Governments of 13 countries from South-East Europe, including the Republic of Moldova. It was proved that our country has good examples of communication with the public as well - in the last few years all ministries have created their own communication platforms on social networks, where they can inform about events organized and collect comments.

The example of Western countries
Our country does not have to invent communication models in the public sector. Developed countries already implemented them and these can be successfully overtaken. In Western European countries a legal framework has been developed which regulates the communicator’s role, encourages communication importance and direct participation of people. Moldova can do that, as well.
For instance, in Italy, territorial offices were opened. In France, the communication of authorities with population improved, as well. Local structures communicate with each other and make decisions immediately without expecting messages from the central administration.
In Canada there is a Forum of communicators from government institution, which offers them both professional and personal support. The Forum encourages good practices and preparation of young generation of communicators.

Conclusions
A brief situation analysis, leads us to interesting conclusions. The profession of communicator, especially of the communicator in a public institution is a complex one and needs extended knowledge, a strong ability of synthesis, analytical thinking, special ability to quickly and efficiently respond to certain events, team work, a lot of patience and especially impeccable ethics. Citizens lost their confidence in most of institutions, especially in state institutions. This is why, in the following years, it is very important, that those who work as public officials and those who offer them visibility and credibility (the communicators), intensively work together in order to substantially change the public institutions role, activity and image in the people’s eyes.

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The article was published within the Advocacy Campaigns Aimed at Improving Transparency of Media Ownership, Access to Information and promotion of EU values  and integration project, implemented by the IJC, which is, in its turn, part of the Moldova Partnerships for Sustainable Civil Society project, implemented by FHI 360.
This article is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The content are the responsibility of author and do not necessarily reflect the views of USAID or the United States Government.