The effect of public relations strategies on parastatal organisation’s public images: a case of Tanzania electric supply company (TANESCO)

This study investigated how internal and external corporate communications together with corporate social responsibility programs of Tanesco have affected its public image. One hundred and seventy customers were surveyed using a highly structured questionnaire and 45 employees were also interviewed. The findings revealed that internal communication is vital in building the image of Tanesco as it makes the staff to act as ambassadors in promoting the image of the organization. Secondly the study has revealed that external communication, which is the relationship between Tanesco and other external stakeholders in releasing of information, has a negative effect on its image. Excluding other stakeholders, media organs were found to report negatively about Tanesco, they have failed to balance their stories before publishing and as a result negative information is sent to public. Thirdly on the corporate social responsibilities findings revealed that the organization is not effectively taking part in activities that involves community engagement. The impact of Tanesco keeping a distance from its customers and other citizens is that society has a negative perception of the organization. Hence, it is recommended that Tanesco’s Public Relations Department should make sure that all good activities that are done by Tanesco are rightly broadcasted in the media proactively, instead of depending on the media to report them. Efforts should also be made to engage more in the corporate social responsibilities activities and then these activities be communicated to staff and the public as a means of being close to its customers and other citizens who are not even customers.