Africa Tech Insights

AfricaTechInsights: Good day, Mr. Bakari Machumu! We’re thrilled to have you here. To start, could you share what inspired you to establish BSM Consulting?

Bakari Machumu: Thank you! It’s great to be here. BSM Consulting was born from my 27 years of experience in journalism and communication. Over the years, I’ve seen how crucial effective communication is for businesses and individuals alike. While I was the CEO of Mwananchi Communication, I witnessed firsthand how a strong communication strategy can lead to significant growth and progress. My time there made me realize that many organizations need assistance in this area, especially in navigating the evolving digital landscape. That’s where the idea for BSM came from—helping businesses communicate effectively, authentically, and strategically.

AfricaTechInsights: With such extensive experience, especially during your tenure as CEO of Mwananchi Communication, what major achievements are you most proud of from that time?

Bakari Machumu: I’m proud of many things we accomplished at Mwananchi Communication, but one of the biggest milestones was the digital transformation of the company. We managed to expand our reach by investing heavily in digital platforms, which allowed us to connect with readers more effectively across Tanzania. We also revamped our editorial practices to maintain high standards of journalism, even as the media landscape shifted. These efforts not only solidified Mwananchi’s leadership in the market but also positioned the company as a forward-thinking organization in the media space.

AfricaTechInsights: That’s an impressive journey! What services does BSM Consulting provide, and how do these services help companies in Tanzania and globally?

Bakari Machumu: At BSM Consulting, our services are centered around communication strategies. We offer media relations, corporate communication consulting, crisis management, social media strategy, and training for executives and public figures. Our goal is to ensure that businesses can communicate effectively with their audiences, whether it’s through press releases, interviews, or digital platforms. We also emphasize the importance of consistency and clarity in messaging, which helps build trust and credibility over time. In Tanzania, and globally, we assist organizations in shaping their public image and delivering the right messages to their stakeholders.

AfricaTechInsights: Given your long career, how do you see the future of communication in Tanzania, especially with the rise of social media and digital platforms?

Bakari Machumu: The future of communication in Tanzania, like elsewhere, is increasingly digital. Social media platforms have changed the way businesses and organizations interact with their audiences. The key is to use these platforms wisely, ensuring that the message resonates with the target audience. Digital platforms offer great potential, but they also come with challenges—such as the risk of misinformation or losing control of your message. At BSM, we guide businesses through these challenges, ensuring that they remain authentic, consistent, and responsive in their communication efforts. Moving forward, businesses will need to be agile and adaptive, embracing new technologies while staying true to their core values.

AfricaTechInsights: Let's turn our focus to your role as a consultant. What differentiates BSM Consulting from other consulting firms in Tanzania?

Bakari Machumu: What sets BSM apart is our deep understanding of the Tanzanian market, combined with our global perspective. My experience in journalism and as CEO of one of the largest media houses in the country has given me a unique insight into how communication works on both a local and international level. We are also highly tailored in our approach—we don’t believe in one-size-fits-all solutions. Every business is different, and we work closely with our clients to develop strategies that fit their specific needs. Additionally, we place a strong emphasis on crisis communication, helping businesses prepare for and navigate challenging situations effectively.

AfricaTechInsights: That’s a unique offering! What advice would you give to businesses in Tanzania that are struggling with communication, especially in a rapidly changing digital landscape?

Bakari Machumu: My advice would be to invest in understanding your audience and tailoring your message to meet their expectations. Many businesses make the mistake of trying to be everywhere at once or saying too much. Instead, focus on being consistent and authentic. Digital platforms are fast-paced, but that doesn’t mean you should lose sight of the quality of your communication. It’s also important to be prepared for crises—communication is not just about success; it’s about being ready to respond when things don’t go as planned. At BSM, we help businesses develop comprehensive communication strategies that include proactive and reactive measures.

AfricaTechInsights: Great insights! Lastly, what exciting projects or future goals do you have for BSM Consulting?

Bakari Machumu: We have several exciting initiatives in the pipeline. One of our major goals is to expand our crisis management services. As businesses grow and the digital space becomes more complex, the risk of communication crises increases. We want to ensure our clients are well-prepared for any situation. Additionally, we are working on incorporating more advanced technologies, such as AI-driven data analytics, to help businesses better understand their audience and craft more effective communication strategies. I’m also proud of the partnerships we’re building, which will allow us to expand our services not just in Tanzania but across Africa.

AfricaTechInsights: That sounds exciting! Thank you so much, Mr. Machumu, for taking the time to share your experience and vision with us. We look forward to seeing BSM Consulting continue to grow and support businesses in Tanzania and beyond.

Bakari Machumu: Thank you! It’s been a pleasure, and I’m excited to see what the future holds for BSM and for the business community in Tanzania.

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