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ST: AUGUSTINE UNIVERSTY OF TANZANIA

MASS: MASS COMMUNICATIONS

MC: 636 PUBLIC RELATIONS

A PUBLIC CAMPAIGN FOR MR. CHISINGO TIBANCHE WHO ASPIRES TO CONTEST FOR THE

ILEMELA PARLIAMENTARY SEAT IN THE FORTH COMING 2010 GENERAL

ELECTIONS IN TANZANIA

PRESENTER: MHEGERA, E. I

SUPERVISOR: PROF. WALTERS,

JUNE 2007

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ACKNOWLEDGEMENTS

I would like to acknowledge all people who facilitated me in one way or another to wards the success of this

research paper on public relation. First and foremost is Professor Ted Walters who offered me with every

kind of support and encouragement to make this paper a success, secondly is my classmates in the

Masters of Arts programmer, second year students namely: Ms Flora Rugashoborola ,Ms Njelekela ,Mr

Frank Bahati, Mr Bujo Ambisisye and Mr Ireneus Lugambo.

Also I would like to thank the Mwanza Regional Administrative Secretary (RAS) Through his representative

Mr Budodi who allowed me to conduct my research in Government offices particularly those in Ilemela

District Furthermore I would like to thank Mr. Amos Shimba the Ilemela District CCM secretary ,who gave

me statistic on CCM preferential polls in the 2005 general elections,Mrs Anna Mtayangulwa of the Ilemela

education inspectorate who gave me statistic on secondary school in Ilemela Districts ,Mr Alex Msonga the

division Secretary who give me general information about Ilemela on behalf of the Districts Administrative

Secretary (DAS) .In the same line I would like to thank the Mwanza Regional Police Commander (RPC) Mr.

Zelothe Steven who availed me with the security situation for the past three months. Not to forget Ms.

Sakina Faru a third year student in Advanced Diploma in journalism who gave me advances in TV programs

,and lastly but not the least Mr. Benjamin Mashaka who typed the manuscript of my research.

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ACRONYMS AND ABBREVIATIONS

AIDS – Acquired Immunodeficiency Syndrome

AMREF - Africa Medical research Foundation.

CCM – Chama cha Mapinduzi (The Revolutionary Party)

DAS – District Administrative Secretary

DDH - District Designated hospital

HIV – Human Immunodeficiency Virus

NGO – Non Governmental Organization

IDEA – Ilemela Development and Environment Association

LVEMP- Lake Victoria Environmental management Project

MWDA- Mwanza Women Development

NIMR _ National Institute of Medical Research

OCD - District Commanding Officer

PR- Public Relations

PRSP – Poverty Reduction Strategy Programmer

RAS – Regional Administrative Secretary

RPS – Regional Police Commander

SAE – Self Addressed Envelope

TANESA – Tanzania Essential Strategies against HIV / AIDS

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TABLE OF CONTENTS

1. Acknowledgements………………………………………………………………01 2. Acronyms and Abbreviations…………………………………………………...02 3. Table of Contents ……………………………………………………………….03 4. 1.0 Introduction…………………………………………………………………..04 5. 2.0 Background Information……………………………………………………..05 6. 2.1 Analyzing the Situation……………………………………………………...05 7. 2.2 Security situation…………………………………………………………….06 8. 2.3 Education Situation ………………………………………………………….07 9. 3.0 Electronic Result…………………………………………………………….08 10. 3.1 CCM Preferential Polls………………………………………………………08 11. 3.2 Parliamentary Votes…………………………………………………………08 12. 3.3 Presidential Votes…………………………………………………………...09 13. 3.4 Interpretation of Result ……………………………………………………...09 14. 3.5 Mr. Anthony Diallo’s Weaknesses…………………………………………..10 15. 3.6 Mr. Anthony Diallo’s Strengths……………………………………………..10 16. 4.0 Preparation for the Campaign………………………………………………..10 17. 4.1 Conduct of Political Campaign………………………………………………11 18. 4.2. Importance of Polls……………………………………………………….....11 19. 5.0 Issues to be Considered……………………………………………………...12 20. 5.1 Personal Attributes…………………………………………………………...13 21. 5.2 Polls Strategies……………………………………………………………….13 22. 5.3 Analyzing the Public…………………………………………………………14 23. 6.0 Campaign Strategies…………………………………………………………15 24. 6.1 Goals…………………………………………………………………………15 25. 6.2 Objective……………………………………………………………………..16 26. 6.3 Use of public Speeches………………………………………………………17 27. 6.4 Campaign Tactics…………………………………………………………….18 28. 6.5 Political Advertisement………………………………………………………19 29. 6.6 Stand Alone Campaign………………………………………………………19 30. 6.7 The Role of Media in the Campaign………………………………………...20 31. 6.8 Use Audio –Visual Media……………………………………………………21 32. 7.0 Production Points……………………………………………………………21 33. 7.1 Use Documentary Film……………………………………………………..22 34. 7.2 Contents of the Documentary………………………………………………..22 35. 7.3 A TV Programmer…………………………………………………………...23 36. 7.4 Evaluating the Strategic Plan………………………………………………...23 37. Bibliography……………………………………………………………………..24.

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1.0 INTRODUCTION: DEFINING THE CONCEPT PUBLIC RELATIONS.

Public relations can be simply defined as a form of communication primarily directed toward gaining public

understanding and acceptance .Public relations usually deals with issues rather than products or services

and is used to build good will with public or employees htt://www.learthat.com/view.asp?id=52 Another

definition of public relations is the art or science of establish and promoting a favorable relationship with

the public or those methods and activities employed to establish and promote a favorable relationship with

the public or ,those method and activities employed to establish and promote a favorable relationship with

the public .Still further it is that degree of success

obtainedinachievingafavorablerelationshipwiththepublic(htt://www.answers.com/topic/public relations) In

general all these definitions entail management of good relations with the publics.

In this study we analyze how public relations can be used to promote or publicize a political aspirant and

therefore our focus generally will be in that aspect ,although public relations as a discipline has more

functions than that according to Robert Hearth (2001:1) public relations is used in a variety of functions a

part from service public and Production for instance it is used to reduce conflicts in organizations to increase

awareness of an organization’s products or service or for motivating buyers to purchase them * donors to

contribute to nonprofit projects or lawmakers to fund governmental projects. Academic discussions tend to

address public policy issues relevant to the bulk of their time dealing with other dynamics of the market

place. (Heath, 2001:2)

Heath continues agency most professionals base their practice on attracting buyers protecting or promoting

image promoting donations and /or attracting tax funding to various governmental agencies and projects.

Scholars are more interested in conflict reduction as the rationale for public relations than in the ability of

public relations to help organizations generate market market share and income revenue donations or

funding.

On the other hand the meaning? Can limit the vision of the discipline to an interest in message

dissemination to achieve awareness (publicity and promotion at their best) to inform and to persuade –even

manipulate. However, it must be taken into consideration that any public relations functions involve the

communication. In other words if we are talking about the community, we are talking about organization

markets. We are talking about organizations markets, audiences and public (Hearth 2001:4) for that matter

by helping to discover and bring to bear the best facts, values. And policies, public relations can help to

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build mutually beneficial relationships that foster the well being of community through the creation of social

capital.

Public relations practitioners are changed with learning how to communicate with, rather than to their public

organizations operate by consent of communities, their ultimate stakeholders. To better respond to

Communities interests, practitioners need to know what those interests are they need to be able to hear

society to understand and appreciate the opinions that are on the minds of people whose good will is vital

for achieving the mandates of their organizations. One of the daunting challenges of public relations

practitioners is to find points of agreement and to work toward consensus by increasing agreement and

reducing disagreement (Hearth, (2001:5) .As long as our study involves the publicity campaign for a political

aspirant for a parliamentary seat in the Ilemela constituency, there is a need to have vital information about

the are itself.

2.0 BACKGRAUND NFORMATION ABOUT ILEMELA CONSTITUENCY.

Ilemela constituency which also forms the current Ilemela district is located at the soothed of Lake Victoria.

In 20 15’ latitude and 2 31’ south of equator line ,it is located at 32 45 longitude and 33 38’ East of Green

.Its population according to the 2002 National Census is 265, 911 people men constitute 133,371 of the

population women constitute 132 ,542 of the population .The whole area of Ilemela constituency and district

is 828 45 Square kilometers covered by warder and 252.10 square kilometers of dry area.

2.1 ANALYZING THE SITUATION

For that matter we have to analyze the general political situation of Ilemela constituency ,its make up

,culture of the people ,literacy level and their political configuration .In general ,Ilemela constituency is facing

many problem just like many other parts of the country .The main excuse is that the government is unable

to cater for all demands of Tanzania’s. Therefore Ilemela falls is the same category as other parts of the

country in terms of shortage of resources .The general situation from an overall observation is that Ilemela,

being the sole constituency in the Ilemela District, faces a lot of problems as described below.

The Ilemela constituency is the only one in Ilemela district ,which also only one division .According to Mr.

Alex Msonga the Division Secretary ,the main problem facing residents of Ilemela land disputes ,which

implies their is a problem of land administration particularly the issues of allocation which probably is

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caused by corruption or just a question of poor land management .Due to many unattended problem of

Ilemela constituency and District its resident are demanding to have their own municipal council.

Ilemela district itself is still new. It established in 2002.The main economic activities of the residents are

fishing, peasant farming, particularly in Sangabuye and Kayenze. There is small scale business

entrepreneurship .There is low civic education ,and illiteracy in general .The infrastructure is still very poor

,there is only a single tarmac road the one to the Mwanza Airport .also in some few areas like Kirumba and

Bwiru. Up to now the district does not have its own District Designated Hospital (DDH) .People listen well

to radio station particularly Radio free Africa ,they watch the Mwanza based Star television and read the

Mwanza based newspapers Mzawa and Msanii Africa .Only one Ward 9sangabuye) is not yet electrified.

2.2 SECURITY SITUATION ELEMENT DISTRICT: REPORTS OF BURGLARY, POSSESSION OF

ILLEGAL DRUGS, PIRACY IN THE LAKE AND RAPE CASES FOR THE PAST 3 MONTHS.

CRIME REPORTED CASES ALLEEGEDLY CULPRITS

CASES WHICH REACHED THE COURT

VICTIMS/ PROPERTY

MARIJUANA 6 11 11 926 Grams

RAPE CASES 3 2 2 Age of raped women 19, 4, 69

BURGLARY 8 5 4 Stolen property worth Tshs 3,738, 000 rescued property Tshs 1,472,000

PIRACY IN THE LAKE

NIL NIL NIL NIL

SOURCE: - MWANZA REGIONAL POLICE COMMANDER OFFICE

2.3 EDUCATION SITUATION IN ILEMELA DISTRICT.

According to the district educational offer, the District has 32 secondary schools, 23 School are government

owned while 9 are private schools. The schools are sufficient in two wards, Bugogwa and Sangabuye but

they are not sufficient in the wards located in the middle of the city like Nyakato, Nyamanoro and Pasiansi. A

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total number of teachers up to now (2007) are 213 the demand for 343, therefore there is a shortage of 130

teachers. The shortage of houses for teachers is more than 140 houses.

The problem is even more serious with primary school according to statistics of June to December 2006;

there were 75 primary schools in Ilemela District, which are not sufficient. There is a shortage of teachers of

their houses also and teaching and learning resources. To resolve this problem there are double sessions

and double shift, also there are shortages of table and desks.

ILEMELA DISTRICT PRIMARY SCHOOLS DEMAND (DATE)

1 AVAILABLE SCHOOLS 75

2 AVAILABLE TEACHERS 1,110

3 DEMAND OF TEACHERS 1,439

4 SHORTAGE OF TEACHERS 328

MAIN PROBLEMS.

1. Shortage of teachers

2. Classes are overcrowded within pupils.

3. shortage of books

4. Shortage of the teacheng amenities and motivation.

Source: Education procurement and statistics, Mwanza City council.

After having a clear picture of all these problems within the Ilemela constituency, there is a need to have

general picture of how we are going to design our campaign .But this needs to have some statistics of the

previous last general elections. The Analyze the factors of those results and then can formulate our

campaign strategies.

3.0 ELECTION RESULTS 2005 GENERAL ELECTIONS

3.1 CCM PREFERENTAL POLLS 2005

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NAME VOTES

Mr. Anthony Diallo 220

Ms. A Ngelina Mabula 64

Mr. Stanlaus Mongela 34

Mr. Nduta 13

3.2 PARLIAMENTALY VOTES FOR ILEMELA CONSTITUENCY 2005 GENERAL ELECTIONS

S/No NAME OF PARTY VOTES

1 CCM 51,472

2 CUF 12,951

3 CHADEMA 6,531

4 TLP 2,758

5 UDP 356

6 SAU 66

7 DP 0

8 DEMOKRASIA MAKINI 0

9 FORD 0

10 NCCR -MAGEUZI 0

11 NLD 0

12 NRA 0

13 TADEA 0

14 UMD 0

15 UPDP 0

16 JAHAZI HASILIA 0

17 PPT -MAENDELEO 0

18 CHAUSTA 0

Source: Ilemela Returning Officer Mwanza City Council

1 REG VOTES 159,400

2 CAST VOTES 78,350

3 ACCEPTED VOTES 74,134

4 POINT VOTES 4,216

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3.3 PRESIDENTIAL VOTES IN ILEMELA CONSTITUENCY.

PARTY VOTES PERCENTAGE

CCM 60,166 80.60

CHADEMA 6,353 8.50

CUF 7,393 9.90

DP 91 0.10

MAKINI 46 0.10

NCCR 131 0.20

NRA 67 0.20

PPT 40 0.10

SAU 43 0.1

TLP 365 0.05

TADEA 0 0

3.4 INTERPRETATION OF RESULTS AND ANALYSIS

These results indicates that CCM is still very strong and it has a power monopoly in Tanzania politics

.Therefore who ever aspires to contest for parliamentary post in Ilemela constituency in the forth coming

elections of 2010 ,must vie for the seat through the ruling party CCM. Therefore the real battle is within

CCM itself .This means he will start by analyzing the weaknesses of the incumbent Member of Parliament

for Ilemela Hon. Anthony Diallo. Therefore one can launch a campaign by doing two things, use of media to

show the incumbent Member of Parliament has failed to deliver and then promotion of our client by the

same media showing different activities that he will conducting in the area.

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3.4 MR. ANTHONY DIALLO’S WEAKNESSES.

According to the research we conducted for the past two years since when he was elected as a member of

parliament for Ilemela, he has neglected completely the rural areas, particularly of Sangabuye and

Bugogwe. These areas are in severe poverty, although they are very closer the problem of transport to

Igombe due to the fact that the road was completely destroyed by previous torrential rain which affected

many pasts of Tanzania.

In the urban areas (wards)like Kirumba Pasiasi and Nyakato there is a serious problem of unemployment

was the youths .The city authorities mistreats the hawkers popularly know as the “Machinga” ,the city

decision to shift them to special if located areas has failed to resolve the problem due to the fact that in

those areas there are no customers as it is in the city centre .Therefore there is a need to re – address this

problem of the “Machinga’ and youth unemployment in general .Another weakness of Mr. Diallo is his

inability to make good ,attractive and vibrant speeches. Lacks convincing power in his speeches and he

does not have a proper mechanism to understand the core problems of the people.

3.6 MR.ANTHONY DIALLO’ STRENGTH

Mr. Diallo is comparatively rich ,he a cabinet minister, and he owns a media house known as Sahara

Communications, which hosts Star Television, Radio Free Africa, Kiss FM and a Newspaper Msanii Africa.

Due to his financial ability, it is easier for him to get access to potential votes and influential people. Also he

can utilize properly his media for his political gains, including his ministerial post in the Tanzania

Government; he can as well take advantage of ignorance of the people or even bribe the voter which is

common trend in Tanzania.

4.0 PREPARATION FOR THE CAMPAIGN.

Before launching political campaign there is need to be well equipped with the following knowledge.

To know the history of the area

To learn language of people

To master use of statistics and data to support arguments and speeches that will be delivered to the people

e .g. properly researched data by government institutions, annual national survey, research and data

provided by institutions, like Africa Medical Research Foundation (AMREF), TANESA, National Institute for

Medical Research (NIMR) etc.

Source: ERIC - Education Resource Information Centre.

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4.1 CONDUCT OF POLITICAL CAMPAGN

In the Tanzania context as in many other countries, political campaigns are allowed at a prescribed time,

particularly a time closer to general elections .But under normal circumstances many people conduct

effective political campaigns prior to the prescribed time .it must be taken into consideration that our client

will have to conduct two campaigns at ago. An open one which will be dealing within developmental

activities by using a registered NGO, the second campaign will involve volunteers to do so, and usually it is

conducted during night times all in undercover situations.

According to Joe Garecht (2002), a political campaign can succeed if only the candidate has formulated

good campaign messages; the must be repeated as often as possible. To day it is very important that one

conducts campaign polls in order to determine the mood of the voters and their response to the candidate

messages. So, if the same as just walking in the dark. You need polls need polls to formulate a great

campaign plan and superior message.

4.2 IMPORTANCE OF POLLS AND CAMPAIGN BEFORE ELECTIONS.

In development countries like the USA, Britain, France etc, the trend is to hire a pollster. But still even in

circumstance like ours here in Tanzania we can conduct polls or preliminary surveys in order to project how

our candidate can fare in elections. We can conduct polls by conducting step – by-step, house to house

polls. But this needs good volunteer, and a good overview of polling excises. There are important thing in

this exercise; supervising, organizing and avoiding overload to the volunteers.

4.2.1 In supervision,

What is needed is to levy on professionals interviewing, there are must be close supervision of the

volunteers who are the poll .Volunteers should not pre- tempt responses from interviews i.e. they should not

“skew” their questions so that they will get appeasing responses.

4.2.2 In organizing:

In this task the polling operation must be handled carefully so that it can be done in a reasonable amount of

time .Those who conduct polls should get a lot of assistance so that they can function properly and yield

realistic results.

4.2.3 Avoiding overloads.

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There is need to avoid overloading the volunteers ,for instance ,by allowing them to function at their own

leisure ,by motivating them ,by offering them dinner parties ,by limiting the amount of work ,what they work

a relaxed manner, but still in a supervised atmosphere (http://www.locavictory.com/campaign-polling.html.)

5.0 ISSUES TO BE CONSIDERED ABOUT MR. CHISINGO (OUR CLIENT)

He is be located i.e. to live in the area within the Ilemela constituency.

He must learn the culture of the people in the constituency,

He must be well known in the area i.e. participate in community activities, e.g. burying the

dead find raising activities etc.

He must start a well organized clandestine campaign for at least two years before the

elections.

He must be prepared to attend all meeting conducted there

He must appear casual, calm and be ready to attend to the problems of the people prior to

the elections campaigns.

He must be ready to do research on the promises which were made by the incumbent MP

and analyze whether they were fulfilled.

He must be to ready to find a group of influential people who can promote him in the area.

He must be ready to use participate in religious activities about pertinent issues in the area.

The must be ready to meet all group of people, the youth, women, elders etc.

He must be ready available media for publicity e.g. newspapers, television, radio etc.

He must able to sponsor unique activities in the area e.g. in public holidays and in the time

of crises.

He must identify a proper party which can make him win easily, in this context it is the ruling

party CCM.

5.1 PERSONAL ATTRIBUTES TO BE CONSIDERED.

Ability to make good speeches that are appealing to the voters.

Ability to pull crowd of listeners.

Inviting artists ,amusements, good advertisements etc

Ability to wear good relations with the media e.g. prominent journalists.

Ability to be in good clothes

Ability to handle emergencies and the unexpected.

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To display moral maturity and high personal integrity.

Ability to be a good communicator e.g. writing good political features in newspapers

appearing in TV and radio broadcasts.

Ability to know people by names, to know the history of Ilemela and accept its people

the way they are i.e. their culture

Ability to socialize easily with the people i.e. to be familiar what they want and expect of

him.

To be a good listener to has than just a talker.

To conduct regular visits to government institutions in the areas e.g. school .hospitals and

eventually find ways of how to contribute to solutions of their problems.

To keep records of events going on in the areas e.g. tragic accidents ,thefts and

burglaries and other havocs and be good in finding solutions.

To depict a good element of responsibility of having a family, property and being in a

company of well respected people in the society.

5.2 Polls strategies.

By direct mail

By asking the people the most important issues

By using the self addressed envelopes (SAE)

By directing these letters to village leaders

To research on what people in the their areas

To understand pledges that was made to the people.

5.3 Analyzing the publics.

According to our study, observations, and research about Ilemela constituency and district in

general, the people of mixed races. There are indigenous Africans who form the majority of the

population ,there are Arabs ,Asians (Indians) and few Europeans who are engaged either in religious

activities, or they are working with the available NGOs .Ilemela constitutes a mixed culture (city

culture) although the Sukuma culture is dominated ( they constitutes the majority of the

population) .It is easier locate people speak well ,the Swahili language and some even the English

language.

Other ethic group within the areas are the Zinza, Kewere and Kara all from Mwanza Region and their

main activities is fishing, The Sukuma are interested in Agriculture, livestock keeping and other forms

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of business. Another remarkable ethnic group that forms a bulwark of the business community is the

Chaga whose activities are mainly petty trades ,shops, bars and restaurant these are very

influential in terms of deciding various issues in the constituency ,particularly due to their financial

positions.

Kirumba ward is the most population areas with many shops, tourist hotels like la Kairo, Monarch

Hotel, etc .There is very along the shore known as Mwaloni. It is famous for fish marketing and

other items ,particularly food stuffs and grocers In this are also there are big churches of different

denominations and Mosques .Also there is the biggest stadium in Tanzania known as CCM

Kirumba stadium .It is used in various. Sports activities particularly football, athletics, basket ball,

music concerts and political rallies. Also it is a residential area for many middle class families.

The remaining ward are also potential in different aspects for example ,fishing activities ,ship

building ,inland printing press in Bwiru areas and several secondary school .There is a wildlife

management college in Pasiasi .All these activities involve publics of different types from university

graduates and middle cadre civil servants to casual laborers .This population is accessible to

almost all types of media starting from the internet for a few elites to television radio and

newspapers. The level of civic education is comparatively good in comparison to other in Tanzania.

In the same there are industries like the Tanzania Breweries Company Ltd ,Mwanza Tanneries

Industry and the second strongest media house in Tanzania Sahara Communication Company

which owns Star Television, Radio Free Africa , Radio Kiss FM and a Swahili Newspaper Msanii

Africa . Also within the same areas there is a unique tourist hotel known as Tunza Lodge along the

lake shore .It is owned by a pilot of charter planes . Within the same constituency there is a

Tanzania people’s Defense force aviation wing there is a youth social hall known as Vijana

Social Hall and an advertising company ,the biggest in Mwanza ,also the residence of the Mwanza

archdiocese, Archbishop Anthony

Mayala along Kawekamo hills .Up to now there 75 primary school in the area. All this tells us that we

do have mixed public in the according to educational levels, races and incomes.

6.0 CAMPAIGN STRATEGIES

Our main strategy to promote our client and make him more favorable than the incumbent, Member

of Parliament is establishing a proper public relations Campaign for the publicity for our client, there

must be proper strategies, these will involve the following goals and objectives.

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6.1 Goals

We will have three of them,

1. To raise the reputation of our client so as to make him well known to Ilemela Residents. This

means to use various methods like participation in their affairs, use of media and political

advertisement

2. To maintain a proper relationship of our client with the publics in Ilemela .For instance frequency

visits attending to their problems and maintaining a network of supporters within the constituency.

3. To maintain a timetable of tasks to be performed within the constituency for instance, a proper

timetable of certain function like construction of classrooms provision of desks to schools innovating

new services that are not available in

The area. For instance, up to now there is no a District Designated hospital (DDH) for the Ilemela district,

therefore that could be one of the issues to start with.

One effective for fulfillment of these objectives is to establish an NGO which deals with developments of

Ilemela district, for Example, Ilemela Development and Environment Association (IDEA). Such an NGO is

proper because it can deal with a variety of issues without much obstruction as long as it is a legally

registered organization and it follows the regulations and procedures .Such as organization will operate

within development strategies as formulated by our Government e.g. the poverty reduction strategy. This

organization can liaise with other institutions.

Some institution which can give support to our client’s efforts are (PRIDE), Tanzania FINCA, CARE (T)

World Vision, CARITAS, National Microfinance Bank (NMB) etc. In such a strategy our client’s NGO will

have to identify different needy groups in the whole District talking into Consideration that Ilemela district

has one parliamentary constituency only. Such groups might be women, youths, disabled older men and

street children. The NGO can work closely with the government to deal with problem of unemployment and

alleviate poverty for residents of Ilemela.

Concerning the environment, our NGO will have to deal with planting of trees provision of environmental

education and other cross –cutting issues. For instance, the biggest area of Ilemela district is covered by

Lake Victoria; this means there is a very big population of Ilemela residents who are involved in fishing

activities and marine transportation. Unfortunately enough, these people are very likely to be vulnerable to

HIV –Aids infections, due to the fact they tend to leave behind their families when they go to search for fish

catches in education on the protection against new HIV-Aids infections.

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6.2 Objectives

Our objectives are to communicate messages that will bring an impact to the audience, i.e. our

publics. For that matter, before we launch our campaign we will on the first and ,conduct a preliminary

research in order to establish the level of civic education, literacy and general awareness of our publics

.Acquiring such information we will establish different strategies to import our message ,and then will

establish methods of impact assessment of our message. Methods of message dissemination will involve

dissemination of calculated message .The of news release, production of brochures, broadcasts and

telecasts and use of documentary films and videos.

6.3 Use of public speeches.

Public speeches can have a tremendous effect if properly used in political campaign therefore we will

prepare different speeches for our client depending on the occasion,

venue day and time of delivery of those speeches. However, our client will have to deliver good speeches

centred on civic right, good governance, insisting on maintenance of peace and tranquility, condemning

corruption and irresponsibility, nepotism and all forms of crimes. These speeches will take into consideration

other issues like culture of listeners, their tastes their daily problems and it will be accompanied by

amusements.

Tanzania is a secular state and therefore delivery of a speech in an area like Ilemela needs a very careful

language which does not reflect any kind of religious bias. Instead, the speeches will encourage all

residents of Ilemela to be God-fearing by attending house of worships in denominations of their choice. For

that matter, one strategy will be to involve religious leaders before those public speeches are derived.

However, it should be known that our client will be conducting a clandestine political campaign. Therefore

speeches will not appear as political but as focused to development issues in general, because the NGO will

be dealing with development activities.

Another importance element to be considered in our client speeches education .For instance, scarcity of

house for teachers, shortage of teachers, books, and other supporting amenities, Ilemela constituency is

facing a lot of problems in provision of primary education, to the extent that in a almost all primary schools

there are double shifts and double sessions due to the fact that the number of pupils exceeds the available

schools. Even in secondary schools not all difficult dedicated teacher on good and well equipped

laboratories, which are essential component in our are of science and technology.

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As long our client’s NGO is dealing with development issues, one important element to deal with is family

planning and population control. It is a well known fact that if population is not controlled it can lead into

scarcity of resource. I .e. Population growth must correspond with availability of resources. As mentioned

earlier, speeches must contain a strong message against the spread of HIV- AIDS. This can go hand with

matters affecting harmony in our societies like alcoholism, during abuse, rapes, domestic violence and

burglary.

Our cleat’s speech will also have to deal with economic activities, e.g. entrepreneurship women

economic groups, youth employment opportunities, agriculture and fishing activities. Ilemela constituency is

facing a sever problem of unemployment among the youths, therefore one strategy should be to encourage

investment in the area in order to create employment opportunities. For instance with increasing co-

operation among the East Africa counties .Mwanza is likely to become the center of commercial activities in

the area, therefore there is a need to increase tourist attractions, hotels, museums, also international

educational institutions which can induce foreign students as well as lecturers, who at end of the day can

increase the circulation of money within the area.

And finally, there are it is entertainment activities; currently youths are involved seriously in the

recreation industry, For instance, bongo flavor music is becoming very prominent to the extent that it is

employing a very big number of the urban youths. Mwanza being the second largest city in Tanzania can

involve activities which will provide employment opportunities for the youths. A few years ago, Mwanza even

before being promoted into a city, Mwanza had two prominent football teams, Pamba football club and

Toto Africans. Unfortunately, now it is. Toto Africans only that belongs in the first division league .This mean

there are chances to re- establish such a glory. Therefore our client will have to emphasize sport activities,

including provision of sport gear like football and jerseys.

6.4 CAMPAIGN TACTICS

In this phase of the campaign there will be more utilization of the media and communication in general i.e.

audio/ visual and print media .To start with we will establish a newsletter that will be appearing once in

every month dealing with development activities in IIemela area. In this newsletter we will make sure that

the name and photograph of our client appear in every issues of the newsletter. Another tactic will be

organizing special events which will be sponsored by some companies in their advertising bids for

example Coca-cocla, Vodacom, Tigo,Celtel,TBL etc. these occasions might be dealing with sports events,

donations of tricyles to disabled people, donation of clothes to street children, to neglected elders,

donations of mosquito nets to poor families, desks to school etc.

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We will also organize conferences that will be attended by influential people in the area, interviews on

television, on the radio, even with newspapers. Also we will use advertisements and promotional media by

adverting our activities; in the same bid we will use interpersonal tactics simple because these can be done

when there area special events organize by our NGO. These special events will involve educational

gathering exhibitions (trade show), public affairs meeting, demonstration, and public address. In special

events, we will introduce civic events like fair, festivals, circus etc. sporting events, contents, holiday events,

dedications, historical commemoration, anniversaries, social events like luncheon, banquet, artistic event,

photo exhibitions, fund raising Activity,etc.(Smith2005:161).

6.5. POLITICAL ADVERTISEMENT TACTICS

One important tactic in political campaign is agenda setting. Our client in an initial stage will work

through an NGO. But after registering himself as a political aspirant then we will have to conduct our

campaigns openly. Therefore we will have to set agenda that will influence opinion of the voters. This

process is about the transfer of salience in varying degrees, of time among specified segments of

information consumers Candidates have the ability to influence voters directly through their campaigns and

attempts to manipulate news coverage (Mc Combs 1991, 86).

Political advertisement can be very effective if there is a degree of certainty in voting for a particular

candidate; the level of media reliance on either newspapers or television for political information; the

member of days per week spent either reading or viewing local news or newscasts, age, gender, education

and household income levels of the respondents; the level of concern over who is contending, and the level

of interest in following the campaigns. An indirect reflection of partisanship can be found in the variables of

candidate choice or voter intention which are highly correlated with partisanship.(Roberts,1991:88)

6.6: STAND ALONE PUBLICATIONS/CAMPAIGNS

This is another tactic which can be used by our client, for instance writing feature articles that will be

appearing fregucutly in newspapers, these feature will be dealing with serious issues facing our society, for

example, problems of drug addiction to the youths, unemployment of the youths, rural- urban migration,

civic rights, human rights, domestic violence, poor infrastructure, gender imbalance, entrepreneurship and

problems associated with environmental degradation, not forgetting the serious HIV-Aids problem.

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I a similar move our client will have to prepare brochures which apart from advertising the activities of his

NGO but will present his Curriculum vitae (CV0. He will have to conduct several researches to the area

and give our results of those researches. He will have to write letters to the editors about issues of social

concern, to write post cards to various people, post cards to institution for instance during new year’s eve,

and other holidays like Christmas, Easter etc. he will have to invite people on occasions like birthdays,

ordinations and appear in as many news bulletins as possible.

6.7: THE ROLE OF MEDIA IN THE CAMPAIGN.

In the course of promoting my client, I intend to use media in other to enhance his political

campaigns, the following are the strategies that I am going to use;

To use his pictures in different newspapers and the television, this is known as the object of

salience.

Promotion of his ideology and judgmental issues

Promotion of his personal characteristics and personality

Promotion of his personal attributes.(Source Mc Combs 1995)

Advertising his qualification and experiences

Political advertisement, e.g. through seminars, repeated messages, and transfer of salience

To have in our company a few print and broadcast journalists who will deal solely with assessing

and ensuring there is a normal flow of news about my client.

To introduce my client to a series of governmental and non governmental institutions e.g. The

Mwanza press Club, LVEMP, MWDA etc.

Proper use of new technologies e.g. the internet

Preparing good speeches for him which can appear in the press on issues of social concern e.g.

crimes, state’s economy, drug abuse, taxes, public education, state budget, insurance, women

and the environment, development skills and employment of youths.

Conduct a voter information poll and build on that in favor of my client.

Manipulate voter impressions of political candidates and affect candidate preference.

6.8: USE OF AUDIO VISUAL MEDIA

Modern technology has added new choices to the menu of tactics that can be used for public relations and

marketing communication. Most of these technologies in some way enhance the audio and or visual

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aspects of communication. This category includes audio media computer-based media. (Smith

2004:177).For that matter we are going to prepare a documentary film for political campaign purposes.

Our documentary film will be a public service category, This lies in between normal documentaries

and the sponsored corporate film but the usual object is benefit the public as factory, or business,

sometimes the public service film will be sponsored corporate film (Smith, 2004:333).Again these can use

any technique, but their usual object is to benefit the public as a whole rather than to publicize a specific

factory or business. Sometimes the public service film will be sponsored by a private corporation or

special interest group As long as this documentary film is sponsored; it is advisable to accept suggestions

from the sponsors.

7.0: PRODUCTION POINTS

The following are the important techniques in preparation of a documentary.

There must be an identification of a hero, as along as the aim of that documentary is to advertise our

client we will make sure that the audience easily identify him. Then we will identify our audience and

therefore this will affect our whole techniques approach and style. We will incorporate people who are

cooperative and those who can make an impact in our documentary, these are easy to handle and

they can send us in the right direction. Our documentary will be accompanied by good animation and

special effects. Fore example our client is speaking to a crowd of people, people rushing to shake

hands with him etc.

We will use good photograph which indicates that our client is humorous and a charming person; we will use

a good commentator with a neutral voice, a narrator will be a person with warmth, we will use good pictures

that will attract our viewers e.g. portraits, these will be accompanied by a good story which is educative and

entertaining. Eventually the whole presentation will use simple language; the message itself will be simple,

logically organized through the use of computer. This documentary film will be presented for one hour, but it

will be broken in to two series. The mode of presentation is as follows here below.

7.1: TITLE: WORK FOR A SELF-RELIANT ILEMELA

GENRE- Documentary Film

PRODUCER- ALPHA PR COMPANY

INTERVIEWEE: Tibanche Chisingo

INTERVIEWEE: Jane Shirima

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NAME OF THE MEDIA- TVT

TARGETED AUDIENCE- MWANZA AND ILEMELA RESIDENTS

TIME-1 HR IN TWO Series

AIRTIME- 19:30-20:00 Evening Shortly Before News Bulletin.

DATE/DAY- Wednesday and Sunday

7.2: CONTENTS

The documentary will deal with various problem facing ilemela constituency as per our research, for

example, shortage of houses for teachers, shortage of classes, insecurity, civic education, shortage of

youths who are unemployed, protection of environment, a campaign to establish a District Designate

Hospital (DDH) and to support fishers with proper gear in order to improve the fishing industry.

7.3: A TV PROGRAMME FOR OUR DOCUMENTARY

EVENT CONTENT SOURCE TIME RESPONSIBLE

1 Opening Sign tune CD-Track 01 30 seconds Technician

2 Introduction of the program

Introductory remarks

Background music CD Track by African Stars Africa

1 minute Narrator

3 Self introduction

Brief Biography “ 2 minutes Interviewee

4 Short break Advertisement Relevant advert

45 seconds Technician

5 Main speech Programs and policies for developing Ilemela District

Background music

25 minutes Interviewer and narrator

6 Closing signature CD-Track 01 30 seconds Technicians

8.0: EVALUATING THE STRATEGIC PLAN

The final stage in our publicity campaign is to assess its impact and attitudes of our audience or

prospective voters. This is very important because a public Relations campaign is an expensive venture,

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and a time consuming one. Therefore it is important to evaluate whether the whole exercise was worth

while. Program evaluation is the systematic measurement of the outcome of a project, program or

campaign, based on the extent to which stated objectives were achieved. As part of the strategic planning

process, establishing appropriate and practical evaluation methods wraps up all the previous plans, ideas

and recommendations: (Smith, 2004:237).

Evaluation criteria are the appropriations of standards and objectives of the whole publicity programmers,

the feasibility and appropriateness of the costs, time and other resources, ethical and social responsibility,

credibility and accuracy of data, a proper presentation i.e. in a timely manner. The strategy of evaluation

therefore is to judge the effectiveness and awareness of objective acceptance of the objectives interactivity

i.e. are the action Oriented, the number of visitors who supported our campaign. This evaluation can as well

involve the extent of media coverage of our campaigns before eventually we will come up with a final report

or a summative report. This will review the programmer, it will measure the impact and outcome for the

various tactics and whether our objectives have been fully achieved.

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REFERENCES

Heath, R, L. (2001) Hand book of Public Relations,

California: Sage Publications, Inc

Mc Combs et al; (1997) Communication and Democracy

London: Lawrence Erlbaum Associates, Publishers

Rosenthal, A. (2002) Writing Directing and producing Documentary Films and Video, Edwards

Ville: Southern Illinois University Press,

Smith R. D. (2004) Strategic Planning for Public Relations

New Jersey: Lawrence Erlbaum Associates Inc

JOURNAL

Garecht, J. (2002) how to use volunteers to conduct a campaign poll Local Victory Newsletter,

March 27th 2002

ON LINE REFERENCES

ERIC-Education -Resource information Centre

http:// eric.ed.gov/ERIC-Web-Portal/tome-01.June.2007

http://www.Localvictory.com/Articles/campaign-polling.html -01.June.207

http://www.pkellypr.com/blog.2005/1121/pr