Exploring the Impact of Organizational Structure on the Role of Local Government Communication Officers in Tanzania: A Qualitative Study

Abstract

The significance of the roles played by communication officers in ensuring organisational success cannot be overstated, yet these professionals may face obstacles in large organisations due to structural factors. This study aimed to identify the impact of organisational structure to the functions of communication staff at local authorities in five municipal councils within Dar es Salaam City, Tanzania. A qualitative research approach was employed, with purposive sampling used to select 14 respondents, consisting of nine communication officers and five executive directors. Data was collected through in-depth interviews, observations, and document reviews. Thematic analysis was used to analyse the collected data. The study's findings revealed that the primary challenge faced by communication staff in Dar es Salaam city was the independence of the communication unit, leading to secondary issues such as budget constraints and subpar working environments. The study concludes that, due to the lack of autonomy in the communication unit, communication activities were primarily technical rather than management functions, as communication officers were not involved in decision-making meetings where key decisions about the councils were made. The study recommends that local councils in Tanzania should improve their organisational structure to allow communication officers to be members of the Council Management Team (CMT), thereby aligning communication activities with the overall strategic plan of the councils.