Organizations Called To Appreciate The Value Public Relations Can Deliver Towards Their Objectives

Ramathan Ggoobi, the Permanent Secretary, Ministry of Finance, Planning and Economic Development and Secretary to the Treasury has called on organizations to be awake to the value Public Relations can deliver towards their overall objectives.

He made this call during his keynote speech at the first National Public Relations Symposium held at Hotel Africana  in Kampala on 29th April. The highly anticipated symposium was organized by the Public Relations Association of Uganda under the theme: ‘Public Relations in shaping the future of organizations.’

Ggoobi mentioned that the importance of cohesion and synergy of this function heavily relies on inclusion of this function at the highest level (in the boardroom), so that PR is integrated into the decision making process and execution.

The knowledge packed event that had over 200 participants was lined up with several renowned panelists and a wide range of panel topics including, Journalism and PR in a crisis, Public Relations in shaping the future of organizations, Building the gaps between Classroom knowledge and practices, How PR and Marketing can elevate the Sustainability and ESG agenda, among others.

“The success of organizations is heavily hinged on how well their PR is handled. We are convinced that this symposium sets a clear path of where the industry needs to focus on for us to further professionalize public relations practice in the country,” said Stephen Mwanga, the PRAU President.

Mwanga also reiterated that the PR industry requires an all-encompassing approach to discuss some of the challenges the PR industry continues to grapple with including dis/misinformation arising from the use of social media. He added that the association is also in pursuit of statutory recognition to that effect.

The event was graced by the Minister of ICT and National Guidance and PRAU Patron, Dr Chris Baryomunsi who was the Guest of Honor. The Symposium was attended by key players in the PR industry including; Yusuf Walusimbi, Brig. Gen. Felix Kulayigye, Julius Mucunguzi, Vianney Luggya, Hellen Nanteza, Sarah Kagingo, Jimmy Kibeeru, among others.

Among the key sponsors for the event are; Nation Media Group, National Agricultural Research Organization, UMEME Limited, Uganda Airlines, Electoral Commission, National Medical Stores, Parliament of Uganda, Uganda Breweries, Capital One Group, Stanbic Bank, Vivo Energy, , Uganda Civil Aviation Authority, Uganda Electricity Generation Company of Uganda (UEGCL), Uganda Development Bank, Uganda Baati Ltd, National Water & Sewerage Corporation (NWSC), Centenary Bank, Uganda Printing & Publishing Corporation (UPPC), and Nile Breweries. The National PR Symposium is a concept birthed by the current PRAU Governing Council led by the current President, Stephen Mwanga.

The main purpose was to lay a platform onto which all communication professionals and key PR stakeholders in Uganda would meet to dialogue on pertinent issues relating to the communication trade in Uganda; aimed at strengthening the communication profession in Uganda.

PRAU is the umbrella body of all private and public PR professionals, communication specialists, brand managers, mass communication & other related disciplines’ striving to promote PR excellence in Uganda. PRAU was founded in 1976 as a membership-based professional body of Public Relations (PR) practitioners in Uganda. The association is affiliated to regional and global bodies such as the East African Public Relations Association (EAPRA), the African Public Relations Association (APRA) and the International Public Relations Association (IPRA).