MORE than ninety Public Relations and Communication professionals gathered at the Millennium Tower in Dar es Salaam on March 29th, 2024, for the prestigious Public Relations and Communication Excellence Awards, hosted by the Public Relations Society of Tanzania (PRST).

The evening was charged with excitement as industry leaders, practitioners, and institutions were recognized for their outstanding contributions to the field of communication and public relations across the country.

PRST appointed six judges to critically and objectively assess the recipients of the awards on understanding that they prominently promoted the categories they wished to be awarded.

The Chief Judge was Dr Sophia Ndibalema supported by Dr Warren Bright, Jossey Mwakasyuka, Austin Makani, Bakari Machumu, Victor Byemelwa, Nteghenjwa Hosea and Salima Mseta, all with a PR, Communication and media background.

Before presenting the awards, the President of PRST, Assah Mwambene reaffirmed his commitment to advancing the public relations and Communication profession to a higher level in the country, recognising its important role in the society.

He emphasized the need to elevate the profession to the standards of other well-established professions such as engineers, lawyers, accountants, architects, doctors and many others.

Mwambene highlighted PRST's ongoing initiatives to foster close collaboration with other professional bodies such as the Tanzania Government Communication Officers' Association (TAGCO) and others within the East African Community and the continent.

The guest of honour Daniel Mshana who is a seasoned Independent PR, Media and Investment Consultant applauded 13 PRST members who won the best awards in various categories. Mshana is also the Managing Partner of Tanzania School of Investment and Reputation.

The list of recipients of the awards who included institutions and individuals were: The winner in the category of Corporate Social Responsibility (CSR) was Jakaya Kikwete Cardiac Institute (JKCI).The institution also emerged the winner of Best Use of Influencers category.

The winner of Best Public Education Campaign was Tanzania Medicines & Medical Devices Authority (TMDA). The winner of the Best Public Relations Agency was PZG- PR. The winner of Best Media Relations was the Energy and Water Utilities Regulatory Authority (EWURA).

The winner of Best Mentor of the Year was Melkizedek Karol. The winner of Best Crisis Communication Plan and Strategy was the Tanzania Electric Supply Company (TANESCO). The winner of the company with the Best PR Department was again TANESCO. The Winner of Best Digital Campaign was TANESCO. 

Five individuals with Best PR Golden Stars included Janeth Mesomapya, Irene Gowelle, Hamisi Dambaya, Marygoreth Charles and Hassan Amour.

Mshana was recognized for establishing the first PR society in the country way back in 1996 which was named Public Relations Association of Tanzania (PRAT). He was the first Secretary General.

He was also one of the three first Tanzanians to become members of the International Public Relations Association (IPRA) based in London way back in 2001. Others were Dr Frank Maduga( former NSSF PR Manager) and Nancy Maksudi ( former AMREF PR Manager).

Mshana is also well known for branding of pre-paid metering systems which were purchased from South Africa. He was the one who coined the famous name of LUKU (Lipa Umeme Kadiri Unavyotumia) which was adopted not only in Tanzania but in most East African countries. By then, he was known as ‘Baba Luku’.

Addressing participants , Mshana emphasized that PR practitioners employed in various organizations must assist their management on issues related to best corporate reputation strategies which in general relates to interaction with the public both internal and external. 

“It is vital to an organization to deal as sensitively as possible with the views and feelings of stakeholders because ultimately they are what determine the social basis of existence of any organization," he stressed. 

PRST Board Chairman, Innocent Mungy said good Public Relations needs thought, planning and eminent organization. No Manager should expect to have ‘natural’ public relations talents.

That is why the development of worthwhile public relations policy and strategy require much attention, professional skills and regular PR training which he said lacks at the moment compared to those of financial, audit, personnel and other fields.