TANZANIA: AS public relations continue to evolve in Tanzania, driven by dynamic leaders and strategic thinkers, Dr Sophia Ndibalema emerges as a key figure in this transformation.
A strategic communication expert, consultant, and researcher at the University of Dar es Salaam (UDSM), Dr Ndibalema’s remarkable academic journey and dedication to Corporate Social Responsibility (CSR) have left a significant mark on the field.
Woman Magazine proudly celebrates Dr Ndibalema’s exceptional achievements, from earning her PhD from the University of Bath to her ongoing advocacy for a national CSR policy. Her story is one of resilience, determination, and a deep commitment to shaping the future of Public Relations (PR) in Tanzania.
A journey of resilience and determination Dr Ndibalema’s pursuit of her PhD from the University of Bath in England was a proof to her dedication and resilience.
Having completed her MA in 2011, she embarked on her doctoral studies in 2019, focusing on Corporate Social Responsibility (CSR) in the Tanzanian mining sector, with a particular emphasis on the role of power dynamics in shaping CSR outcomes.
Reflecting on her journey, she acknowledged the challenges of balancing academia and motherhood. “If it wasn’t for my determination and the unwavering support from my family and friends, I wouldn’t have made it this far,” she said.
“When I went abroad for my PhD, my husband did not just let me go alone, he came with me, along with our three young kids. He put his career on hold so that I could focus on mine. That kind of support is rare, and I will always be grateful,” she said.
Dr Ndibalema commended the University of Bath for its accessible online resources, which were crucial in managing her academic responsibilities. “The University of Bath provided an accessible environment with online resources, and I couldn’t have done it without the substantial support from my loved ones.”
She also recognized the unique challenges women face in pursuing higher education, highlighting the importance of support systems.
Purposeful pursuit of academic excellence
For Dr Ndibalema, studying abroad was a deliberate choice to attend a university with a strong research focus on CSR, particularly in developing countries.
This led her to the University of Bath. “The University of Bath stood out due to its internationally renowned scholars in CSR and business ethics. I reached out to my supervisors with my application, and they were incredibly supportive, offering invaluable insights that helped shape the direction of my research,” she said.
Receiving a Commonwealth Scholarship was a turning point, allowing her to fully dedicate herself to her studies. “My time at Bath was intellectually enriching, exposing me to a diverse academic community,” she added.
Investigating CSR in Tanzania’s mining sector Dr Ndibalema’s research focused on CSR in Tanzania’s mining sector, exploring why, despite corporate investment, many communities remained dissatisfied.
Using Geita Gold Mine Limited (GGML) as a case study, she examined CSR initiatives and their effectiveness in promoting sustainable community development.
She said that CSR is a powerful tool for building stakeholder relationships and contributing to community development.
“I used GGML as a case study since it has engaged in a lot of CSR initiatives, and it was among the first companies to implement or comply to the Tanzania mining Act,” she said.
Her findings indicated that Power dynamics emanating from the Mining Act which regulates CSR initiatives has shaped the interaction between GGML, local government and community.
“During the initial stages of my PhD research, I believed that mining companies were not giving enough to the communities they affected. I thought they were only there to take from Africa. But through my research, I realized CSR is complex. If done right, it can bring real impact”, she said.
Her findings revealed that although CSR policies existed, communities remained passive recipients rather than active participants.
While in one aspect has improved accountability and aligning the company’s CSR initiatives with the national development plans by increasing the local government involvement in the company CSR process.
But on the other hand, replacing the power of the local community to their political representatives which has its negative side including as time missing the target for those communities that should ben efit from Companies CSR initiative.
CSR means businesses have a responsibility to society and the environment, going beyond profit-making, by integrating ethical and sustainable practices into their operations. It’s about balancing economic goals with social and environmental impacts.
Building on her findings, Dr Ndibalema is currently working on a paper for publication, proposing a Multi-Stakeholder Communication Framework in CSR implementation.
The framework aims to ensure inclusivity, transparency, and sustainability in both the process and its outcomes.
The Tanzania Mining Act, while aiming to benefit the country’s economy, has had different positive impacts on local communities related to land, livelihoods, compensation, and environmental issues where some of the impacts include, economic opportunities, infrastructure development, community engagement and local content requirements.
Dr Ndibalema’s work goes beyond academia. She is at the forefront of advocating for a National Corporate Social Responsibility Policy, which will ensure CSR is not an afterthought but a core component of business operations across all sectors.
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“In Tanzania, we only have a CSR policy for the mining sector. But every business, no matter how big or small, has a role to play in giving back to the community,” she said.
Shaping the future of public relations
As a Lecturer at the UDSM’s School of Journalism and Mass Communication (SJMC) where she earned her Bachelor of Arts in Public Relations and Advertising – in the first batch of this programme at UDSM (2004-2007), Dr Ndibalema is committed to fostering the next generation of CSR leaders.
“As a lecturer, I also play a role in curriculum development, ensuring that PR education addresses the evolving needs of the industry,” she said. She also engages in research and consultancy, applying PR strategies to real-world challenges.
Dr Ndibalema, a member of the Public Relations Society of Tanzania (PRST), advocates for the legal recognition of PR to enhance credibility.
“I take great pride and feel privileged to contribute to the growth of PR as an academic and professional discipline. The accomplishment shows that there is progress in establishing PR as an academic discipline in Tanzania.
“Although PR has been here for a while it has traditionally been shaped by the Western literature, so my work contributes to diversifying perspectives by focusing on local experiences in CSR,” she said.
Dr Ndibalema further advises women to hold onto determination and seize opportunities. “Academic journeys are demanding but persistence pays off. You need to build a strong professional network,” she said.
“There are a number of opportunities now for women, especially when working in an organization that values equality and inclusivity hence supporting women in their career growth. For example, now at the UDSM there is an initiative to support women academics to publish,” she said.
Moreover, she showed enthusiasm at the AI and technologies that have emerge in the world where she said in her love to learn new things she decided to explore AI tools and their applications in communications at the slightest opportunity that she gets.
Balancing career and family life
Despite the demanding nature of her academic and professional responsibilities, Dr Ndibalema places great value on spending quality time with her family. As a wife and mother, she shared that family time offers her much-needed relief from the pressures of her professional duties.
“When I’m not working, I cherish spending time with my family, whether it’s a movie night, a visit to their grandmother, or simply a day out together. These activities help me maintain a healthy balance between my personal and professional life,” she said.
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