The Director of Communications and Customer Service at Tanzania Electric Supply Company (TANESCO), Irene Goele, has emphasized the importance of involving communication professionals at various levels of decision-making and leadership to strengthen strategic institutional communication.
Goele said communication professionals should be involved in different stages of an institution’s activities and project implementation, as this gives them a broader understanding of what is taking place within the organization and enables them to communicate information to the public accurately and effectively.
She said TANESCO has demonstrated the importance of this approach by giving communication professionals an opportunity to participate in various levels of the organization’s decision-making processes, from the early stages of project implementation to other key institutional matters.
“The involvement of communication professionals at different levels of decision-making and leadership is very important. For us at TANESCO, this is evident because we are given the opportunity to participate at all levels of the institution’s decision-making,” Goele said.
She added that such involvement helps transform communication into a more strategic function, rather than limiting it to the routine dissemination of daily news and photographs.
According to Goele, when communication professionals have a clear understanding of an institution’s activities and plans, they are better positioned to communicate with the public in a clear, accurate and effective manner.
“You know everything that is happening internally, and therefore you can present it to the public in a better way,” she said.
Goele made the remarks in Dodoma during the PRST Annual General Meeting and PR Excellence Awards, an event focused on promoting and recognizing excellence in public relations and professional communication.