Finally hitting the right cord, Saudi Arabia tweaked its damage control strategy for missing Washington Post journalist Jamal Khashoggi, whose disappearance Oct. 2 caused an international uproar. Saudi Arabia said initially they knew nothing about Khashoggi’s whereabouts, despite the fact press reports poured in saying he was murdered by a 15-member Saudi hit squad in the Istanbul Saudi consulate. Saudi Arabia’s initial denials prompted Sen. Lindsey Graham (R-S.C.) and Sen. Bob Corder (R-Tenn.) to call for canceling all arms sales to the Kingdom. President Donald Trump cautioned about rushing-to-judgments while the U.S. press and elected officials blamed King Salman and 33-year-old Defense Minister Crown Prince Mohammed bin Salman for ordering the hit on the 60-year-old journalist. Khashoggi used his space in the Washington Post to criticize Mohammed bin Salman.
Admitting Oct. 19 that Khashoggi was killed in a botched interrogation, where an altercation took place, was better but not credible enough to most journalists and elected officials. Explaining that Khashoggi punched an interrogator and was put into a chokehold, eventually killing him, didn’t jibe with Turkish media reports confirming the presence on an audiotape proving that Khashoggi was tortured, murdered, dismembered and disposed of outside the Saudi consulate. Telling the public that Khashoggi started the altercation made zero sense to anyone knowing the 60-year-old journalist. Today’s new damage control strategy acknowledges, apologizes and seeks to hold those responsible for the death accountable. Saudi officials insist that neither King Salman nor his son Mohammed bin Salman knew anything about the plot against Khashoggi. Foreign Minister Adel al-Jubeir clarified the Saudi statement.
U.S.-educated al-Jubeir worked hard to undo the crisis done to Saudi credibility from past statements by Saudi officials. “He was killed in the consulate. We don’t know in terms or details how. We don’t know where the body is,” said al-Jubeir. “We are determined to uncover every stone . . . We are determined to punish those who are responsible for this murder,” winning back Riyadh’s credibility. Al-Jubeir’s statement seemed to contradict official Saudi statements that Khashoggi died in a fistfight resulting in a lethal chokehold. “We don’t know in terms of details how,” read the Saudi statement, while prior Saudi reports had Khashoggi dying in an altercation with Saudi’s 15-mebmer hit squad. Denying that King Salman or Mohammed bin Salman knew anything about the incident, Saudi Arabia gives itself an out from any likely draconic economic sanctions.
Owning up to the murder is a step in the right direction for Saudi Arabia. When Khashoggi didn’t come out the consulate, it didn’t look good, regardless of the reported Turkish audiotape that proved Khashoggi was tortured, murdered, dismembered and disposed of by the 15-member Saudi hit squad. Acknowledging Khashoggi’s death but insisting they didn’t have all the facts gives the media what it wants at this point. Even though King Salman brought in his trusted adviser Mecca Gov. Khaled al-Faisal to handle the crisis, Saudi officials insist Mohammed bin Salman knew nothing about the incident. Given Bin Salman’s role as Defense Minister, King Salman can’t have too much confidence in his son knowing the maelstrom brought about by Khashoggi’s death. If Bin Salman claims he knew nothing about Khashoggi’s death, it can’t give the King too much confidence.
Pleading ignorance of the event, Bin Salman opens himself up for a vote of no confidence by King Salman. If a covert assassination squad occurred on Bin Salman’s watch, it showed he’s not in control of his Kingdom. Calling Khashoggi’s death a “terrible mistake,” al-Jubeir set a different tone for the Saudi government. Offering condolences to Khashoggi’s family, al-Jubeir begins the painstaking process of rebuilding Saudi credibility. Pledging the get to the bottom of the Khashoggi affair, al-Jubeir did his best to rebab the Saudi government. Mea Culpa usually starts with apologizing for any incident , showing sensitivity to the victims. Al-Jubeir’s earning his keep shifting attention off Bin Salman, instead focusing on the Kingdom’s role in the Khashoggi’s death. Saudi Arabia will no doubt provide compensation to Khashoggi’s family and relatives.
King Salman should thank al-Jubeir profusely for figuring out a coherent damage control strategy. Simply making denials or not answering the press fueled one of Saudi Arabia’s worst public relations nightmares ever. “This is a terrible mistake. This is a terrible tragedy. Our condolences go out to them. We feel their pain,” al-Jubeir told Fox News. “Unfortunately, a huge and grave mistake was made and I assure them that those responsible will be held accountable for this.” With that kind of powerful damage control strategy, it’s more difficult for the press to keep the crisis going. Hiring the best crisis consultants available, the Kingdom’s finally crafted a message that can defuse and move beyond the crisis. Whether the damage control strategy is sincere or not, it’s going to help accelerate the end of the crisis. It won’t be long now for the Khashoggi Affair to finally fade away.
