The Public Relations Association of Uganda (PRAU) has marked its 50th anniversary which will entail a week-long summit that will run until 23rd October 2026 which will include knowledge-sharing sessions, networking opportunities, recognition of past leaders and the prestigious awards ceremony that highlights excellence across multiple categories.
During the opening day of the week-long summit, today’s session involved the launch of the State of the PR Profession in Uganda; A desk research-based point of view of Uganda’s PR Profession, prepared by Ipsos Uganda, was presented during PRAU’s Golden Jubilee Conference at Source of the Nile Hotel in Jinja City. The event will also feature the 10th PRAU Excellence Awards, recognizing achievements in public relations and communications.
Organized around three themes, Foundation, Friction and the Future, the report examines how public relations has evolved beyond media relations and publicity into a function expected to influence organizational strategy, build trust and contribute to decision-making.
Ruth Ruigu, Country Manager at Ipsos Uganda, said the report was intended to reflect on the profession’s progress while identifying the challenges and opportunities that will shape its future.
“Foundation gives us pride. Friction gives us learning. Future gives us possibility,” Ruigu said.
The report draws on desk research, Ipsos research and conversations with seven Ugandan public relations practitioners. It is not nationally representative but offers insights into the profession’s development and the issues facing practitioners.
Its findings point to the need for stronger professional capabilities, improved measurement of communication outcomes and greater recognition of public relations as a contributor to organizational performance.
Ruigu also highlighted the growing influence of artificial intelligence (AI) in communications. The report indicates that 74.1% of respondents believed AI enhances, rather than replaces, human professionals, pointing to the importance of combining technological tools with human judgement and expertise.
The report also examines the changing media landscape in Uganda. According to the Ipsos 2026 Wave 3 NAMS Quarterly Tracker, radio has the highest reach among active media users at 82%, followed by television at 44%, internet at 33% and newspapers at nine per cent.
Museveni congratulates PRAU on 50 years
In a speech delivered on behalf of President Yoweri Kaguta Museveni by Hon. Joyce Juliet Nabbosa Ssebugwawo, Minister of State for ICT and National Guidance, the President congratulated PRAU on reaching its Golden Jubilee and recognised the role of communication in national development.
“Reaching 50 years of existence is no small achievement. It is a testament to resilience, adaptability and the critical role that professional communication plays in nation-building,” he said.
The address highlighted the importance of explaining government programmes, engaging citizens and ensuring that information about national priorities reaches the public.
He also emphasized the responsibility of public relations practitioners to communicate accurately and responsibly as institutions engage citizens on policies and development programmes.
“There is no point in immunizing people against diseases while leaving them vulnerable to confusion and misinformation,” the President said, emphasizing the importance of accurate communication in public life.
African PR leaders call for strategic influence
Professor Michele Mekeme of the African Public Relations Association (APRA), who delivered a virtual keynote address, challenged practitioners to move beyond publicizing decisions after they have been made and play a greater role in shaping those decisions.
“Strategic influence, credibility and trust remain at the centre of the profession’s future,” she noted, urging communication professionals to contribute to decision-making rather than function only as channels for distributing information.
Mekeme also linked the profession’s future to Africa’s economic transformation, including opportunities arising from the African Continental Free Trade Area (AfCFTA).
“Credible communication and reputation management are vital in building confidence among citizens, businesses, investors and other stakeholders.”
Former presidents reflect on PRAU’s journey
A panel discussion moderated by former PRAU President Tina Wamala brought together fellow former PRAU presidents Cynthia Mpanga and Stephen Mwanga, alongside current president Irene Nakasiita, to reflect on the association’s history and the changing demands of the profession.
Mpanga described her relationship with public relations as one rooted in a personal passion for communication and storytelling. “For me, PR is a hobby,” she said.
Her remarks reflected the personal interests that can draw practitioners into a profession built around communication, writing and relationships.
Mwanga reflected on the transformation of public relations from a practice largely associated with media relations and press cutting into a broader management function.
He highlighted the growing expectation that practitioners understand organizational objectives and demonstrate how communication contributes to institutional performance, rather than measuring success only by media coverage.
Nakasiita drew on her experience at the Uganda Red Cross Society, where she joined during a period of leadership challenges. She described work involving campaigns and media relations intended to rebuild public confidence.
Her experience illustrated how communication can support efforts to restore trust, maintain relationships with donors and improve an organization’s public image.
Golden Jubilee looks to the next 50 years
In her opening remarks, Nakasiita paid tribute to PRAU’s founder, the late James R. Mutabaazi, former presidents and members of the association’s Governing Council for their contribution to the profession.
