Chief Guest Owek. Alhaji Osman Noor Ahmed (4th Left), Second Deputy Prime Minister Obwa Kyabazinga Bwa Busoga, PRAU President Irene Nakasiita (5th Left), together with the judges and Pearl Bank officials who were the recipients of the PR Crown Jewel, a judge’s choice and the second-highest award aside from the lifetime achievement. This was during the 10th PRAU Excellence Awards that marked the climax of the PRAU at 50 Anniversary Summit at the Source of the Nile Hotel in Jinja on 23rd October 2026.
HABARI DAILY I Kampala, Uganda I Its rebranding journey from PostBank Uganda to Pearl Bank has earned the financial institution four major gold accolades, including the inaugural PR Crown Jewel Award, at the 10th Public Relations Association of Uganda (PRAU) Excellence Awards.
The bank emerged as one of the biggest winners at the ceremony held at the Source of the Nile Hotel in Jinja on Friday, October 23, 2026, during PRAU’s Golden Jubilee celebrations marking 50 years of public relations practice in Uganda.
Pearl Bank won the PR Crown Jewel Award, alongside three Gold Standard Awards in Media Relations, Corporate Storytellers and Impact Beyond Profit, in recognition of its communication campaigns covering brand transition, media engagement and social responsibility. It also emerged runner-up in the Culture Champions category, taking home a silver award.
The PR Crown Jewel Award, introduced during PRAU’s 50th anniversary celebrations, is a judge’s choice distinction that does not require a formal entry. It is the second-highest honour after the Lifetime Achievement Award and recognises outstanding public relations work identified by judges across the competition’s categories.
Pearl Bank became the award’s first recipient after judges evaluated submissions and recognised its rebranding story and evidence-based communication approach.
The Chief Guest, Owek. Alhaji Osman Noor Ahmed, the Second Deputy Prime Minister of Obwa Kyabazinga Bwa Busoga, presented the accolade to the bank’s team. He commended the winners and participants for being champions of public relations excellence.
Owek. Alhaji Osman also congratulated PRAU on its Golden Jubilee, highlighting the role of strategic communication in influencing policy, shaping narratives, preserving culture and promoting socioeconomic development.
In the Media Relations category, Pearl Bank was recognised for its strategy of making verified information easier to find than rumours during its transition from PostBank Uganda. The campaign addressed customer concerns about account numbers, balances, loans, cards and deposits through media engagement, leadership interviews and consistent messaging.
Figures submitted in the bank’s awards entry showed that its media coverage increased from 353 stories in 2024 to 498 in 2025, representing a 41% rise. Its share of voice in banking coverage reached 10.2% in 2025 and 12% in 2026 reporting, while its ranking improved to second place in 2026.
The Corporate Storytellers Award recognised the campaign, “The Trust Transition: The Name Changed. The Trust Didn’t,” which communicated the bank’s new identity while reassuring customers that its relationships and services would remain consistent.
Meanwhile, the silver award in the Culture Champions category recognised the “We Are the Pearl” campaign, which involved employees in the rebranding process. Staff across branches and service points received information to address customer questions and were encouraged to become ambassadors of the new identity.
In the Impact Beyond Profit category, the bank was recognised for its partnership with the Joint Clinical Research Centre (JCRC) to support the development of Uganda’s bone marrow transplant capacity. Pearl Bank contributed Shs200 million towards the project and supported public engagement aimed at mobilising additional contributions.
Pearl Bank Head of Marketing and Communications, Priscilla Akora, said the recognition came shortly after the bank marked one year since rebranding from PostBank Uganda, demonstrating the importance of communication as a strategic business function.
She said communication was not just about publicity but about “how well you use it as a strategic function to engage stakeholders and be able to deliver the right message to the audiences”.
“For Pearl Bank, it was about communicating the transition to its new identity and how this was aimed at fostering prosperity for Ugandans, which aligns with the bank’s ongoing campaign, ‘When You Grow, Uganda Prospers’,” said Akora.
The bank’s recognition across the categories demonstrates how strategic communication can build customer confidence, strengthen employee engagement, improve media visibility and connect business objectives with social development.
PRAU’s 10th Excellence Awards were held under the theme “Celebrating 50 Years of Professional Excellence, Shaping the Future of Public Relations.” The ceremony brought together practitioners and industry stakeholders to recognise achievements in strategic communication.
The Lifetime Achievement Award was not presented this year, as former PRAU presidents received commemorative accolades for their service to the association since its establishment in 1976.
About the Author
