A lot of African governments are communicating one thing very clearly: don’t expect anything from us. And it’s not because they are not doing anything, far from it, but they are not relating to their public in ways that matter.

In Tanzania,  a country of vibrant culture and immense economic potential, the need for rebuilding the social contract is particularly acute. Following the elections of October 2025, the onus is on the government to rebuild public trust. The controversies that followed have left a deep scar on the public psyche. The old framework of top-down, authoritative communication is no longer fit for purpose. A new generation, digitally native and globally aware, is demanding a more sophisticated and empathetic approach.

Here’s a new playbook for turning the tide, drawn from strategic communications best practices:Centralize and Control the Message: Building trust requires a radical overhaul of government communication. The current approach where a multitude of official and unofficial voices releases a torrent of  statements, only serves to deepen public cynicism. In a moment of national sensitivity, a single, trusted source of information is needed to cut through the noise and project an image of stability and control. This is Crisis Management 101.

Demilitarize Communications: The army and police are instruments of state power, not public relations. In a tense environment, their voice is often perceived as a threat, not a reassurance. A recent gaffe involving a poorly chosen image in a military press release underscores this point. In the digital age, optics are everything, and a single image can undo years of careful messaging. The instinct to deploy the military and police as public messengers must be resisted. 

Lead with Empathy: Public-facing communications from the seat of power should showcase sympathy and empathy.  Strong leadership isn’t about flexing muscles; it’s about connecting with people on a human level. The government must pivot from a posture of power to one of empathy. A public display of compassion from a key figure, such as the newly minted Minister for  Work, Employment & Relations, can be far more effective than a dozen policy pronouncements.  A good case study is the Precision Airways saga, where Mr. Mwanri shed a tear, and the public felt compassionate. This is a lesson that the new Minister for Uhusiano (Relations) must take to heart. 

They have the opportunity to become a symbol of a new kind of governance, one that is rooted in compassion and a genuine desire to deepen the social contract.Empower Regional Administrators: A top-down communication strategy will not work in a country as diverse as Tanzania. The central government must empower regional commissioners to engage with their communities directly, using local media to disseminate a message of hope and stability. 

This grassroots approach, successfully deployed in neighboring Uganda in their last elections, is key to winning hearts and minds. The Prime Minister’s Office should mandate Regional Commissioners to showcase empathy and go to the radios to cast a stable and hopeful future for Tanzania. A good case in point is Hon. Mtaka's approach.
The old rules of power are obsolete. The game has changed. 

We millennials have persevered; we have paid for the sins of Gen X, who could afford houses even as milkmen, while we, with ten times the income, still live in rented apartments, dreaming of the day we can own a home. Gen Z, on the other hand, won’t have it. They want to overhaul the system, turn it upside down, and shake it until it works. They are asking for a government that is accountable, transparent, and, above all, human. The power, they remind us, was given by the people.

Ultimately, the challenge facing Tanzania’s leadership is not one of power, but of connection. The government has the authority to rule, but it must earn the trust of its people to lead effectively. In an increasingly interconnected world, the ability to communicate with empathy, transparency, and a touch of humanity is the hallmark of a truly modern and successful state.The shared vision of the EAC, “One People, One Destiny,” cannot be realized without confidence between governments and their citizens. 

Communication professionals have a critical role in shaping informed societies, enhancing reputation, deepening positive perceptions, promoting dialogue, supporting institutional credibility, and strengthening the social contract.This was the urgent message at the 4th East Africa Public Relations Week held at the East Africa Community HQ in Arusha, where communication experts from across the region gathered to address the growing gap between governments and their citizens. The consensus was clear: the social contract is under strain, and it is time for a trust-based  approach.
Prudence Glorious, New Life Foundation trustee, author and chief purpose officer at PZG, she can be reached at 0768100001