A Morning with an Editor
Azikiwe Street, a small table, a loud kettle. I sat with a veteran editor who has seen every press wave come and go in Dar. He asked me a simple question with a heavy twist: “Why do our telecoms talk at the media, not with the media?” I had the answer tucked away. We both did.
We agreed: the missing link isn’t budget, billboards, or the latest hashtag. It’s Media Relations, the slow, human work of building trust.
What We Chose Instead
We took the easy path. We posted a glossy update. We boosted it. We counted the likes. Then we repeated the cycle. It feels busy and loud. But it isn’t a relationship. It’s a broadcast.
Real media relations is different. It means understanding the newsroom clock, not just the campaign calendar. It means providing context to reporters before they ask for it. It means being available when the story breaks at 9:17 p.m., not just at 9:00 a.m.
What Media Relations Really Is
Media Relations is a simple idea with challenging steps: a steady, two-way connection between a company and those who share the country’s stories. You share facts before spinning them. You send press notes that inform, not conceal. You suggest interviews that shed light, not heat. Over time, the newsroom recognizes your number as valuable, not just noisy.
When this happens, your message reaches further. Your credibility increases. Not because you claimed credibility, but because trusted outlets confirmed your facts.
The CEO Has to Pick Up the Phone
There’s a responsibility here that can’t be delegated. The CEO or the person who represents the company’s voice, must be visible. Not just at launches. They should engage during quiet weeks too. Speak about values, not just offers. Present the reasoning, not only the targets. Be present inside and outside the company. This part matters more than the backdrop and the lapel mic.
Why Newsrooms Come Back to You
If editors know your team and trust your speed and accuracy, they will reach out to you first. Not because you are the loudest, but because you are helpful. You become a source, not a slogan. And when the country faces tough questions, the media knows where to find honest answers.
Crisis: Not If, But When
Every telecom will face a tough day: a network outage, a billing mistake, a policy dispute. You can’t build trust during a crisis. You do it ahead of time. That’s what Media Relations influences, not the headline, but its fairness. Not the storm, but the path through it.
Where Media Relations Sits
It sits within PR, but it has its own tools. Press releases that say something meaningful. Briefings that meet deadlines. Interviews that provide evidence, not clichés. Background information that helps journalists explain the “why,” not just the “what.” Do this well, and your brand feels real, human, and credible.
Build the Bench (Skills That Matter)
Hire for the long haul. Media Relations specialists in telecoms need:
- Clear writing.
- Clean speech.
- Strong presentations.
- Social media fluency (without chasing every trend).
- Adaptability when plans change.
- Strong interpersonal skills and a solid network.
- Good research habits.
- Creativity under pressure.
- Calm leadership during crises.
It’s a craft. Treat it that way.
The Hard Path Is the Shortest Path
We love shortcuts. But in media, the shortcut is really the long way home. Relationships seem slow until you actually need them. Then, they are the fastest thing in the room.
So, telecoms: choose the harder work now. Contact the editor before the event, not after. Share the data when it seems dull, not just when it shines. Put a name and face to your values. Allow the newsroom to test your claims. Let them question you. Earn their trust.
Final Word
Tanzania has plenty of stories. What it lacks are strong connections between those who build networks and those who explain what those networks mean to the nation. Media Relations is that connection. Build it before you need to cross.
Great Job Sir. Loth