Dar es Salaam. In a pivotal meeting between Tanzania’s Minister of State in the President’s Office—Planning and Investment, Prof Kitila Mkumbo, and media owners and editors, a number of issues were raised, but the importance of aligning strategic communication efforts with the nation’s Vision 2050 stole the show.
The meeting held on Monday, December 16, aimed to assess whether the feedback collected over the past year had been integrated into the national development vision.
Additionally, it sought to gather new insights, as the second phase of public consultations for collecting opinions officially began last week.
Mr Deodatus Balile, the Chairperson of the Tanzania Editors Forum (TEF), articulated the vital role of communication in a nation’s development, emphasizing that the challenge faced by many third world countries is not the lack of resources, but the ability to communicate effectively both internally and externally.
“If we use strategic communication as a catalyst for achieving Vision 2050, I am confident it will succeed at a much higher level,” Mr Balile asserted.
He underscored that communication strategies should not be limited to media but encompass all forms of communication necessary to engage the public, government, and other stakeholders effectively.
For Balile, strategic communication is the foundation of national development, ensuring that all sectors align with the country’s long-term goals.
Mr Bakari Machumu, the TEF Vice Chairperson, expanded on Balile’s point, emphasizing that the scope of communication required for Vision 2050, is much broader than media alone.
He underscored that communication strategies should not be limited to media but encompass all forms of communication necessary to engage the public, government, and other stakeholders effectively.
“We need to focus on strategic communication at a national level, where every communication, whether public, political, or business-related, aligns with the broader Vision,” stated Mr Machumu, the former Managing Director of Mwananchi Communications Limited.
Now the Founder and CEO at BSM Washauri TZ Ltd, Mr Machumu called for a systemic approach where communication strategies are implemented not just in the media, but also in government policies, businesses, and community actions.
Mr Neville Meena, a senior editor and TEF Member, said that for Tanzania’s Vision 2050 to be realized, there must be a strong emphasis on coordinated communication efforts.
He stressed that strategic communication goes beyond the mere dissemination of information—it should foster an understanding and commitment to the Vision across all sectors.
“Every leader, whether political, business, or social, must communicate in ways that reinforce and align with the Vision,” he asserted, noting that this alignment should be reflected in both public dialogue and policy execution.
Mr Peter Nyanje, an editor at Pambazuko Magazine, challenged the perception of technology in national development.
He argued that while technology is often seen as a driver of progress, it should be considered a foundational pillar of strategic communication.
“Technology is not just a tool; it’s an integral part of how we communicate and engage in the Vision’s implementation. Without it, we cannot reach the masses effectively,” Mr Nyanje explained.
For him, the role of technology in strategic communication goes beyond being an instrument of development—it is central to ensuring that the nation stays informed and engaged throughout the Vision’s journey.
Mr Mbaraka Ismail, the owner and editor of Raia Mwema, pointed out the importance of effective implementation, monitoring, and accountability in execution of what is in the Vision.
“Without a disciplined and accountable communication framework, even the best strategies will fail,” he cautioned.
Mr Ismail stressed the need for skilled communicators who understand both the content and the process of delivering it to ensure that the Vision is understood and acted upon by the right stakeholders.
Joyce Shebe, editor at Clouds Media, focused on the need for transparency and accountability within public institutions.
She emphasized that there should be strategies that ensure that public servants are held accountable for their actions.
“If we are to reach our development goals, public servants must align their actions with national priorities,” said Ms Shebe, who also doubles as the Chairperson of the Tanzania Media Women’s Association (TAMWA).
She added that this alignment should not be just a matter of policy but be reflected in everyday practices that foster trust and engagement with the public.
The role of public education also emerged as a critical theme during the discussion.
Mr Pascal Mayala, a renowned media expert, noted that public education should be an essential component of Tanzania’s communication strategy for Vision 2050.
“It’s not enough to inform the public; we need to ensure that the information is understood and acted upon,” urged Mr Mayala, who also doubles as the TEF member.
He suggested that a comprehensive public education program is necessary to ensure that all Tanzanians are equipped with the knowledge and understanding needed to contribute meaningfully to the nation’s development.
Mr Jesse Kwayu, the director of the Media Brains Tanzania, echoed this sentiment, highlighting that strategic communication should focus on the country’s future direction.
“We need smart strategic objectives that guide our communication efforts at every level—government, business, and civil society,” Mr Kwayu said.
These objectives, he explained, should be designed to inform, educate, and motivate the public to support and engage with the Vision.
In response, Prof Mkumbo, acknowledged the critical role of communication in ensuring the Vision’s success.
He emphasized that communication strategies must be carefully planned and executed, not just in the media but across all sectors.
“We will consider all feedback provided by the media and communication experts because we understand that communication is key to ensuring that the Vision is inclusive and achievable,” Prof Mkumbo assured the meeting.
Prof Joseph Sembojo, the Deputy Chairperson of the technical team drafting the Vision, also addressed the need for a well-rounded communication strategy that integrates public input.
He assured stakeholders that the government would incorporate their suggestions into the final Vision and long-term strategic plans, focusing on clear and measurable communication objectives.
As Tanzania prepares to finalize its National Development Vision 2050, the discussions underscored a key point: the country’s success will depend not just on a visionary document but on how well the nation communicates its goals, progress, and challenges.
Strategic communication, encompassing both public education and media engagement, is the backbone of the country’s development efforts.
It will ensure that Tanzanians are not just passive recipients of information but active participants in shaping the nation’s future.
With the government committed to refining the Vision based on feedback, and the media and communication experts calling for a broader and more integrated approach to strategic communication, Tanzania is poised to harness the full potential of its Vision 2050.
This collaborative effort will help ensure that communication strategies at every level are aligned with national development objectives, creating a unified and engaged population working toward a common future.
As Tanzania looks toward 2050, it envisions a transformative future driven by a shared commitment to progress, inclusivity, and resilience.
At the heart of this vision is the desire to build a prosperous, self-reliant nation that fully harnesses its human capital, natural resources, and strategic position.
The first draft for the National Development Vision was launched last week and was coincided with the beginning of the second phase of stakeholder feedback collection, which will focus on the validation of the Vision Draft.
The validation phase, which is set to conclude on January 18, 2025, will be crucial in refining the document, making necessary adjustments, and ensuring that it is a document of practical feasibility.
Between January and March 2025, the Vision Draft will undergo scrutiny within key government bodies such as the Permanent Secretaries, the National Planning Commission, and the Cabinet.
In the months that follow, between April and May 2025, the draft will be presented to the Parliament of the United Republic of Tanzania for formal approval.
The approval process in Parliament will be closely scrutinized, as it will reveal the level of cross-party consensus on the Vision and its ability to withstand political cycles.
From there, President Samia is set to officially launch the National Development Vision 2050 in May or June 2025.
