A cross section of participants who took part in the PRAU 5th National Public Relations Symposium
HABARI DAILY I Kampala, Uganda I Effective communication has been described as a practice which extends beyond attracting media attention, and is driven by the need for both institutions and individuals to consciously build positive reputations capable of advancing their goals.
Speaking during the Public Relations Association of Uganda (PRAU) 5th National Public Relations Symposium, Justine Kasule Lumumba, the Minister for Information, Communications Technology and National Guidance, urged organisations to identify what is truly important and communicate it in ways that reach the hearts and minds of their audiences.
“Today, every organisation, and every individual is subject to public scrutiny. Families, private companies, institutions, and individuals all find themselves under constant public observation,” she said during the event, which was held at the Golf Course Hotel in Kampala.
Held under theme “Beyond Headlines: Strategic Communication for Effective Organisations,” the symposium brought together communications professionals, policymakers, corporate executives, development communication practitioners, government communicators, academia, students as well as international public relations experts.
Strategic communication
Participants used the occasion to examine the evolving role of strategic communication in shaping Uganda’s development agenda.
Lumumba, who also doubles as the PRAU Patron further noted that organisations are judged not only by what they do but also by how effectively they communicate what they do.
“This reality requires communication professionals to move beyond publicity. It is no longer enough to issue press releases or respond after crises have already occurred,” she pointed out.
She added that strategic communication must become an integral component of leadership, governance, institutional performance, and national confidence.
Evolving communications landscape
“Rapid technological advancement has transformed the communication landscape, enabling information to spread faster than ever before.”
While acknowledging that technology has created opportunities for greater connectivity and positive impact, Lumumba cautioned that it has also increased the speed at which misinformation and reputational damage can occur.
Lumumba, applauded the Governing Council for their dedication and persistence in ensuring the success of the event and pledged to support efforts for the upcoming PRAU at 50 celebrations in October this year.
In her opening remarks, Irene Nakasiita, the PRAU President said that the symposium serves as a platform for knowledge exchange, networking, and professional growth.
The day started with a fireside chat, and featured different panel sessions, a Q&A session, professional networking and a cocktail dinner.
PRAU At 50
Tina Wamala, the Immediate Past President took on the podium to shed light on the PRAU At 50 moments.
She said, ‘’ This Golden Jubilee is not simply an opportunity to look back at our achievements. It is a call to action, a mandate to further professionalise our industry, mentor the next generation of practitioners, and continue shaping Uganda’s narrative with integrity.
She noted that they planned a comprehensive campaign to celebrate the remarkable milestone.
“It all began with the PRAU Run on May 22nd 2026, held on the exact anniversary day of the Association’s founding,” she said, adding that the PRAU at 50 celebrations will honour the journey of the past five decades by recognising 50 years of impact, 50 stories of impact, and 50 outstanding practitioners whose work has shaped our profession.
Diverse audience
Wamala further said that their audience will extend beyond PR practitioners.
“We will bring together CEOs, board members, directors, marketers, sales professionals, advertisers, policymakers, and stakeholders from across the communications ecosystem’’, she added
‘’Our objective is clear: to ensure that public relations has a permanent and influential seat at every strategic decision-making table especially in boardrooms.’’
This year’s sponsors of the National PR Symposium included Bank of Uganda, Microfinance Support Centre, Psalms Food Industries Limited, Crown Beverages Limited, Affinity Media, NRG Radio, Galaxy FM and QVibes.
Others included Uganda Red Cross Society, MultiChoice Uganda, Business Times Uganda, National Water and Sewerage Corporation, Shylo Enterprises and the Uganda Electoral Commission.
Historical body
PRAU is the umbrella body of all private and public professionals, communication specialists, brand managers, mass communication and other related disciplines’ striving to promote public relations in Uganda.
It was founded in 1976 as a membership-based professional body of Public Relations (PR) practitioners in Uganda.
PRAU is affiliated to regional and global PR bodies such as the East African Public Relations Association (EAPRA), the African Public Relations Association (APRA) and the International Public Relations Association (IPRA).
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