The government will join the Public Relations Association of Uganda (PRAU) in celebrating its 50th anniversary later this year, as the profession continues to evolve from media publicity to a strategic function shaping organisational performance and public trust.
The announcement was made during the 5th National Public Relations Symposium, held at Golf Course Hotel in Kampala under the theme, “Beyond Headlines: Strategic Communication for Effective Organisations.” The event brought together communications professionals, policymakers, corporate leaders, government communicators, development practitioners, academics, students, and international public relations experts to discuss the evolving role of strategic communication in Uganda’s development.
Speaking as chief guest, the Minister for Information, Communications Technology and National Guidance, Justine Kasule Lumumba, urged communication professionals to move beyond traditional media engagement and position public relations as a strategic function that shapes organisational performance, governance, and public trust.
“Today, every organisation, and every individual, is subject to public scrutiny,” Lumumba said. “Organisations are judged not only by what they do but also by how effectively they communicate what they do.”
She added that issuing press releases and responding only after crises occur is no longer sufficient, arguing that strategic communication should become an integral part of leadership, governance, institutional performance, and national confidence.
The minister also highlighted the impact of rapid technological advancement on communication, saying digital platforms have accelerated the spread of information while also increasing the risk of misinformation and reputational damage. She cautioned communicators to remain vigilant against the growing threat of false information and the speed at which reputational crises can unfold.
Lumumba, who is also the patron of PRAU, commended the association’s Governing Council for organising the symposium and pledged government support towards the association’s 50th anniversary celebrations scheduled for October.
Immediate Past PRAU President Tina Wamala used the event to outline preparations for the association’s Golden Jubilee celebrations, describing the milestone as an opportunity to strengthen professionalism within Uganda’s public relations industry.
She said the anniversary campaign began with the PRAU Run held on 22nd May 2026, marking the association’s founding date, and will culminate in celebrations recognising 50 years of impact, 50 influential stories, and 50 outstanding practitioners who have shaped the profession.
“Our objective is clear: to ensure that public relations has a permanent and influential seat at every strategic decision-making table, especially in boardrooms,” Wamala said.
PRAU President Irene Nakasiita said the annual symposium continues to serve as an important platform for professional development, knowledge sharing, and networking among communication practitioners.
“This symposium serves as a platform for knowledge exchange, networking and professional growth,” Nakasiita said. “We welcome you all and encourage participants to make the most of the discussions and learning opportunities.”
The symposium featured a fireside chat, panel discussions, a question-and-answer session, professional networking, and a cocktail dinner.
