In boardrooms across Tanzania, critical decisions are made every day — yet one of the most vital components for any organization’s survival and growth continues to be dangerously undervalued: Public Relations (PR).
Many leaders in the C-suite — CEOs, MDs, DGs, CFOs, COOs, and CMOs — still treat PR as an afterthought, something to worry about only when things go wrong. This mindset is not just outdated — it’s actively putting businesses at risk. When communication is not strategically embedded within an organization, it’s only a matter of time before missteps, misperceptions, and missed opportunities lead to long-term damage or even collapse.
When CEOs Ignore PR, Companies Die Quietly
Far too often, PR is treated as a reactive function rather than a proactive business strategy. Leaders delay investing in communication until a crisis strikes — then scramble to contain the fallout. But by then, the damage is usually already done.
A notable example is Sasatel (Dovetel Limited), a telecom company that failed to survive in Tanzania’s highly competitive market. According to The Citizen (July 8, 2024), Sasatel’s demise was not solely due to competition, but also a profound lack of strategic communication. The company didn’t invest in building its brand narrative, engaging the public, or gaining trust — all of which are core elements of effective PR.
Another case is TANESCO, Tanzania’s national electric utility. The Ministry of Energy disbanded TANESCO’s Public Relations Unit due to its inability to effectively engage the public, especially during recurring power cuts. This was not just a departmental issue — it was a glaring sign of how poor communication can erode public confidence, even in essential service providers.
PR Is Not a Department. It’s a Survival Strategy
Tanzania’s business landscape is full of stalled real estate projects, struggling startups, and misunderstood innovations. In many cases, these failures are tied to the same root cause — a lack of effective communication.
PR is more than just press releases and media appearances. It is the art of managing relationships, controlling narratives, anticipating risks, and aligning brand image with business goals. Companies that neglect this are choosing silence in a world that demands conversation.
In real estate, for example, projects fail not only due to financial issues but also because the public doesn’t understand the value or purpose of the investment. In startups, great ideas never take off simply because they’re not communicated effectively to the right audiences.
Finance and Fintech: PR Is a Game Changer
In banking and finance, where services are complex and trust is paramount, PR plays a crucial role in translating intricate offerings into messages that resonate with customers, regulators, investors, and the media. With the rise of fintech in Tanzania, this need is even more pressing.
Fintech companies are transforming financial services, but with innovation comes scrutiny. PR helps these firms manage public perception, navigate regulatory environments, and differentiate themselves in a crowded marketplace. Without a well-executed communication strategy, even the most groundbreaking fintech solution can struggle to gain traction.
C-Suite Leadership Must Lead the Change
The failure to integrate PR into C-suite strategy is one of the most damaging blind spots in modern business leadership. PR should not sit on the sidelines — it should be at the decision-making table, informing business direction, stakeholder engagement, and reputation management.
C-suite leaders must stop treating PR as a luxury or a backup plan. It is neither. It is a foundational tool for growth, trust, and resilience.
When crises emerge — whether operational, reputational, or market-driven — it’s the companies with strong PR frameworks that survive and even thrive. Those without are left exposed.
The Bottom Line: Ignore PR, Embrace Failure
Tanzanian companies must learn from the past. The cost of neglecting PR is too high, and the examples are already in front of us. Every CEO and executive must rethink their approach and begin viewing Public Relations not as a cost center but as a critical investment — one that builds value, safeguards reputation, and unlocks sustainable growth.
As the saying goes: “If you don’t tell your story, someone else will — and they won’t tell it in your favor.”
PR is no longer optional. For Tanzanian businesses aiming to survive and thrive, it’s essential. The longer executives ignore it, the closer they move toward preventable failure.
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