Why Political Candidates Must Engage Communication Strategists Before, During, and After Campaigns

In every democratic system, political leadership is conferred through the will of the people. Whether at the ward, constituency, or national level, aspiring leaders must gain public acceptance and trust to secure electoral victory. Their most vital constituency is the citizenry, who ultimately hold the power to grant or deny leadership through the ballot box.

To navigate this critical process, political candidates must do more than declare intent. They must connect with voters, communicate their vision, and strategically build credibility. While commitment to serve the public is noble and necessary, it does not, on its own, create a clear path to leadership. Candidates require comprehensive strategies for public engagement, issue advocacy, image management, and stakeholder mobilisation. This is where the role of communications strategists becomes indispensable.

The Centrality of Communication in Political Campaigns

At its core, every political campaign is a communication effort. As scholars Jesper Strömbäck and Spiro Kiousis (2014) assert:

“If election campaigns are about organizing, communication is required between campaign leadership and volunteers, donors, activists and supporters. If election campaigns are about building alliances, communication is essential to maintain relationships and coordinate activities. If campaigns aim to mobilise supporters, communication is required to persuade and engage. If campaigns depend on media coverage, communication helps influence news agendas and the framing of news. If voter outreach is key, communication enables contact through phone calls, community activities, and direct engagement. Ultimately, all branding, messaging, and positioning efforts in politics depend on strategic political communication.”

This perspective highlights a critical truth: effective political communication is not a one-time effort; it is a sustained strategy that begins before the campaign, evolves during the race, and continues after elections, especially when building and maintaining public trust in office.

Communication Infrastructure in Governance

The importance of communication in leadership is underscored by the existing structures within government. In Tanzania, for example, the Directorate of Presidential Communications under State House coordinates and disseminates information on presidential matters. Additionally, the Information Services Department, led by the Chief Government Spokesperson, plays a central role in shaping public narratives and managing government information flow. Every ministry and public institution has its own communications unit, highlighting the role communication plays in maintaining transparency, accountability, and citizen engagement.

If communication is this vital within government operations, it should be equally prioritized by those aspiring to join public leadership.

Fame Is Not Strategy: Lessons for Aspiring Politicians

In recent years, Tanzania has seen a surge in political aspirants—commonly referred to as “Watia Nia”, many of whom are public figures from entertainment, sports, or business. While public recognition may offer visibility, it is not a substitute for a well-grounded political strategy. Relying solely on fame without professional guidance often results in missteps, missed opportunities, and ultimately, political failure.

The reality is that effective communication is not accidental. It is designed, tested, and executed by experts who understand voter behavior, media dynamics, issue framing, and crisis management. Political communication strategists form the backbone of winning teams, ensuring every message is aligned, every move is calculated, and every engagement is intentional.

The Strategic Imperative for Political Candidates

As the 2025 electoral season approaches, aspiring leaders must embrace this new reality. Building a political career in the modern landscape requires:

• A clear communication plan
• A capable and experienced communications team
• Tactical media and stakeholder engagement
• Ongoing evaluation and adaptation of strategies

Political communication is not merely about visibility; it is about influence, credibility, trust, and relationship-building.

Leadership today demands more than ambition. It calls for clarity of vision, authenticity of purpose, and most importantly, strategic communication. To all political aspirants—particularly the “Watia Nia”, the message is clear: engage communication strategists, build strong teams, and approach leadership with strategic intent. Only then can one successfully navigate the complex journey from candidate to elected leader.