Strategic communication is increasingly becoming a critical function for organisations seeking to build trust, protect their reputation and achieve long-term goals, experts have said at the 5th National Public Relations Symposium organised by the Public Relations Association of Uganda (PRAU).
Held at the Golf Course Hotel in Kampala under the theme “Beyond Headlines: Strategic Communication for Effective Organisations,” the symposium brought together public relations professionals, policymakers, corporate leaders, government communicators, development practitioners, academics, students and international communication experts to discuss the changing role of communication in Uganda’s development journey.
The event was presided over by Hon. Justine Kasule Lumumba, the Minister for Information, Communications Technology and National Guidance and PRAU Patron, who challenged communication professionals to redefine their role beyond generating media coverage.
Hon. Lumumba said effective communication goes beyond securing headlines, urging organisations to identify what matters most to their audiences and communicate messages that connect with people’s hearts and minds.
She emphasised that in today’s highly connected environment, organisations and individuals are constantly under public scrutiny and are judged not only by their actions but also by how well they communicate.
“Strategic communication must become an integral component of leadership, governance, institutional performance and national confidence,” she said.
The Minister noted that technological advancement has significantly transformed the communication landscape, creating opportunities for greater engagement and information sharing. However, she cautioned that the same technologies have accelerated the spread of misinformation and increased reputational risks for organisations.
She encouraged institutions to invest in proactive communication strategies rather than waiting to respond to crises after they occur.
PRAU President Irene Nakasiita said the symposium provided an important platform for knowledge exchange, networking and professional growth among communication practitioners.
“This symposium serves as a platform for knowledge exchange, networking, and professional growth. We welcome you all and make the most of the day’s discussions and learning opportunities,” she said.
The symposium featured a fireside chat, panel discussions, question-and-answer sessions, professional networking opportunities and a cocktail dinner.
As PRAU prepares to celebrate its 50th anniversary later this year, Immediate Past President Tina Wamala said the milestone will be used to strengthen the public relations profession and highlight its contribution to Uganda’s development.
She said the PRAU at 50 celebrations will recognise 50 years of impact, 50 stories of transformation 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.
The symposium was supported by organisations including Bank of Uganda, Microfinance Support Centre, MultiChoice Uganda, Uganda Red Cross Society and the Uganda Electoral Commission, among other partners.