Context: a call for institutional emphasis
In Dar es Salaam, a clear directive was issued to government spokespersons urging them to foreground the work of their institutions rather than the prominence of individual leaders. The message, delivered by Chief Secretary Dr Moses Kusiluka, was framed as a strategic shift in how government communications should be conducted in Tanzania. Speaking on Wednesday, December 17, 2025, during a formal gathering, Dr Kusiluka emphasized that the credibility of public messaging hinges on the visibility of institutions and the tangible outcomes they deliver, not merely on the profiles of the spokespeople themselves.
The heart of the message: institutions over individuals
Dr Kusiluka’s remarks stressed that government communications should be anchored in the roles, responsibilities, and achievements of the institutions they represent. He warned that overemphasizing personalities could undermine institutional accountability and blur lines of responsibility. The core objective, according to the Chief Secretary, is to ensure that the public understands which government body is responsible for which policy, program, or service, and how that body delivers on promises.
Why this shift matters
Effective governance depends on the public’s trust in institutions. By centering messaging on institutional outcomes—such as service delivery improvements, policy implementations, and accountability mechanisms—citizens can better assess performance. When communications spotlight individuals, there is a risk that successes or failures become personal, complicating accountability structures and potentially eroding confidence in the system as a whole.
Practical implications for government communicators
For government spokespersons, the guidance translates into concrete changes in how press conferences, briefings, and official statements are crafted. Spokespersons are encouraged to cite specific departments, programs, and measurable results. They should be prepared to articulate the mandates of the institution, the processes that ensure transparency, and the channels through which the public can verify information.
Strategies to implement the new emphasis
- Align messages with institutional missions: Ensure every statement clearly ties back to a department’s mandate and the public value it creates.
- Provide verifiable data: Where possible, include statistics, timelines, and sources that demonstrate progress or areas for improvement.
- Clarify roles and accountability: Distinguish between the institution, its leadership, and the specific actors responsible for delivering services.
- Engage with broader stakeholders: Involve civil society, the media, and the private sector to validate institutional performance and foster transparency.
- Maintain consistency across channels: Use uniform terminology that reinforces the identity and responsibilities of each institution involved.
Implications for public trust and governance
Institution-centric communication can strengthen public trust by making governance more predictable and transparent. When citizens understand which agency is responsible for a given policy and can track progress through official reports and updates, they are better positioned to hold the right actors to account. The move also helps prevent misinformation that might arise from overreliance on individual narratives rather than verifiable institutional outcomes.
What comes next for Tanzanian public communications
While the directive from Dr Kusiluka marks a significant shift, its success will depend on how widely it is adopted across ministries, agencies, and state organs. Training and resources for spokespersons, access to reliable data, and a culture that prioritizes transparency will be crucial. The government’s ongoing commitment to open dialogue with citizens and the media will serve as a barometer for how well this institutions-first approach translates into everyday practice.
Bottom line
The emphasis on institutions over individuals is a strategic move aimed at strengthening accountability, clarity, and public trust in government communications. By spotlighting the work of the institution, rather than the profile of its spokesperson or leader, Tanzania aims to foster a more informed citizenry and a governance framework defined by measurable outcomes.
