2026 Crisis Communication in Romania, The Way Forward.
Romania’s PR industry has made visible progress in crisis communication, but real effectiveness still depends on one essential factor: trust. Too often, companies hesitate to fully rely on professionals, says the Crisis Team at Lighthouse PR.
At the same time, many organisations still underestimate how critical crisis preparedness truly is.
What defines a PR crisis today?
In 2026, PR crises will increasingly stem from economic instability. Inflation, difficult access to financing, and unpredictable legislation directly affect business continuity. Layoffs, insolvencies, sudden changes in service portfolios, and postponed investments all impact corporate reputation.
These pressures are amplified by geopolitical uncertainty and the war in Ukraine. At the same time, political tensions create additional exposure for foreign companies operating in Romania. Cybersecurity has also emerged as a major risk, with incidents quickly escalating into reputational crises. Ransomware issues are widespread throughout the EU, but are maybe being kept quiet?
What remains unchanged is social media volatility. Online discourse is more aggressive than ever, being intensified by left/right-wing narratives, dividing nations, communities and, in extreme instances, families.
Is there a crisis handbook?
Yes, but it is less about creativity and more about organisation and leadership. A crisis cannot be managed without the direct involvement of top management. Leaders must first acknowledge that crises are inevitable and then build internal systems to prevent or handle them.
This includes:
Continuous internal risk assessment
A lean crisis team with real decision-making power
A formal crisis manual defining roles and procedures
Regular crisis simulations
Almost all companies believe they are prepared, but simulations undertaken by the Lighthouse Crisis team in Romania and across the EU have proven otherwise. These simulation exercises are the most valuable readiness test.
For those caught unprepared, Lighthouse offers two core rules:
Do not communicate until you have clear answers.
Once you do, communicate fast, clearly, and consistently.
How brands must adapt
Crisis preparedness is now part of business adaptability. Organisations are never the same after a crisis. Yet many Romanian companies still fail to invest in strategic preparation.
Messaging has also evolved. Brands are becoming more cautious, focusing on social responsibility, sustainability, circular economy, and ethical positioning. Even influencer selection is now more scrutinised.
Common mistakes
The biggest errors seen in recent scandals:
Rushing to react
Poor internal coordination
Lack of accountability
Can crises have positive outcomes?
Yes, when leadership is strong. History shows that many trusted global brands survived major crises and emerged stronger. The difference is strategic thinking, where communication plays a central role.
How to prevent crises
Continuous risk monitoring
Transparency
Proactive communication
Building trust over time
This creates “the benefit of the doubt,” which buys organisations time and credibility when crises strike.
What still needs improvement in Romania?
Romanian PR evolves quickly, but agencies are limited by client openness. Crisis simulations remain underused locally, compared to Western markets.
Within CCNE, the European crisis network where Lighthouse PR is Romania’s exclusive member, simulations are standard practice.
Final thought
Once a crisis starts, managing it alone is almost impossible.