PR Revolution: PRAU Awards spark legislative milestone

The 2024 PRAU Excellence Awards dazzled with glitz and innovation, but it was Hon. Shartsi Musherure’s bold legislative announcement that stole the show.

Speaking to an audience of Uganda’s PR elite, Musherure pledged her support for a transformative bill that promises to elevate public relations to new professional heights.

Hon. Musherure, the Mawogola North Member of Parliament, announced her commitment to spearheading the Public Relations Practitioners’ Bill in Parliament as a private member’s bill.

“I have already given this request positive consideration,” she revealed, drawing applause from the audience. “The bill is a good instrument for PR professionals, communicators, the entire communications industry, and Uganda at large. It will streamline PR practice, ensure ethical standards, and elevate the profession to the same level as law, medicine, and accountancy.”

The bill aims to regulate the PRAU industry, ensuring that public relations practitioners are properly trained, registered, and recognized. “This is about positioning PR as a key pillar in politics, business, and beyond,” Musherure emphasized. “Count on me and my colleagues in Parliament to see this through.”

Her sentiments resonated with industry leaders, with PRAU President Tina Wamala expressing excitement over the potential legislation. “Innovation drives our industry, and this bill will be a catalyst for greater progress,” she remarked. “It’s time for PR to move from being seen as a support function to a strategic one.”

Wamala opened the night by celebrating the theme of the awards: Recognizing Innovation. “Innovation is the spark that ignites creativity and the fuel that drives progress,” she said. “Tonight, we honor those who have pushed the boundaries of what is possible in public relations.”

She praised the nominees and winners for their contributions, acknowledging their role in shaping the future of the industry. “To our winners tonight, your work is an inspiration to us all,” Wamala added. “And to our governing council, sponsors, and partners, thank you for ensuring a credible and transparent awards process.”

Veteran PR practitioner Henry Rugamba, who received the Lifetime Achievement Award, delivered a stirring speech that called for PR professionals to claim their rightful place in strategic leadership.

“We have to move from the backroom to the boardroom,” Rugamba declared. “We are tired of just putting up banners and managing press. It’s time to be the ones writing the press releases, directing strategy, and shaping narratives.”

Rugamba highlighted the power of digital media, noting that “15 million Ugandans are on smartphones, sharing news instantly.” He warned leaders about the risks of misinformation and called on PR professionals to be at the forefront of crisis communication. “We have a powerful media platform, and every day our clients are in crisis. It’s time to step up and lead,” he urged.

Dr. Innocent Nahabwe, the Chief Judge of the awards, commended the high level of professionalism and creativity in the entries but didn’t shy away from pointing out areas for improvement.

“We were impressed by the innovative strategies showcased, but some categories, like crisis management, had surprisingly low submissions,” he noted. “This is a wake-up call for all PR practitioners to take these awards seriously and showcase their best work.”

He also called for workshops and training to improve future submissions. “Public relations plays a vital role in shaping public opinion and building reputations. Let’s raise the bar even higher next year,” Nahabwe concluded.

As the night drew to a close, the PRAU Excellence Awards 2024 left attendees with more than just trophies and accolades. It left them with a vision—a vision of an empowered PR industry, poised for greater influence, credibility, and legislative recognition.

With the Public Relations Practitioners’ Bill on the horizon and a renewed commitment to innovation and strategic leadership, the future of PR in Uganda looks brighter than ever.

“The revolution is now,” Rugamba reminded the audience. “Let’s stay awake and lead it.”