PRAU at 50: The battle for trust in an age of misinformation

President Yoweri Kaguta Museveni has urged public relations professionals to prioritise accurate communication and combat misinformation, saying the profession plays a critical role in explaining government programmes and mobilising citizens for national development.

In a message delivered by the Minister of State for ICT and National Guidance, Joyce Juliet Nabbosa Ssebugwawo, during the opening of the Public Relations Association of Uganda (PRAU) Golden Jubilee Conference in Jinja City, Museveni said effective communication was essential to ensuring that citizens understand public policies and development priorities.

“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,” Museveni said, congratulating PRAU on its 50th anniversary.

He challenged communication practitioners to ensure that information about government programmes reaches the public accurately and responsibly, particularly as institutions engage citizens on policies and development initiatives.

“There is no point in immunizing people against diseases while leaving them vulnerable to confusion and misinformation,” he said, emphasising the need to protect the public from misleading information.

Museveni’s message came as PR practitioners gathered to reflect on the profession’s evolution, the challenges confronting it and its contribution to institutional performance and national development.

Report identifies gaps in Uganda’s PR profession

The opening day also featured the launch of the State of the PR Profession in Uganda, a desk research-based report prepared by Ipsos Uganda. Organised around three themes ‘Foundation, Friction and the Future’, the report examines the profession’s development from media relations and publicity into a function increasingly expected to influence organisational strategy, build trust and contribute to decision-making.

Ipsos Uganda Country Manager Ruth Ruigu said the report was intended to take stock of the profession’s achievements while identifying challenges and opportunities that will shape its future. “Foundation gives us pride. Friction gives us learning. Future gives us possibility,” Ruigu said.

Drawing on desk research, Ipsos research and conversations with seven Ugandan public relations practitioners, the report identifies the need to strengthen professional capabilities, improve the measurement of communication outcomes and secure greater recognition of PR as a contributor to organisational performance.

The report cautions that it is not nationally representative, but offers insights into the profession’s development and the issues facing practitioners.

Its findings point to a continuing challenge for communication professionals: demonstrating the value of their work beyond media coverage and publicity outputs, and showing how communication contributes to organisational objectives, stakeholder confidence and institutional performance.

AI reshaping communication practice

The report also examines the growing influence of artificial intelligence (AI) on public relations.

It indicates that 74.1% of respondents believed AI enhances, rather than replaces, human professionals. The finding points to the importance of combining technological tools with human judgement and expertise as communication practices evolve.

For PR practitioners, the growing use of AI raises questions about how to improve efficiency while maintaining accuracy, credibility and the human understanding needed to build relationships and manage reputations.

The report also highlights the importance of understanding Uganda’s changing media environment when developing communication strategies.

According to the Ipsos 2026 Wave 3 National Audience Measurement Survey (NAMS) Quarterly Tracker, radio has the highest reach among active media users at 82%, followed by television at 44%, the internet at 33% and newspapers at 9%.

The figures underscore the continued importance of traditional media, particularly radio, even as digital platforms expand. For communication professionals, the findings point to the need to tailor messages to different audiences and media channels rather than rely on a single platform.

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 publicising decisions after they have been made and take a more active role in shaping them.

She said strategic influence, credibility and trust would remain central to the profession’s future, arguing that communication professionals should contribute to institutional decision-making instead of functioning primarily as channels for distributing information.

Mekeme also linked the future of public relations to Africa’s economic transformation, including opportunities presented by the African Continental Free Trade Area (AfCFTA).

“Credible communication and reputation management are vital in building confidence among citizens, businesses, investors and other stakeholders,” she said.

Her message reinforced the report’s emphasis on positioning PR as a strategic management function capable of supporting organisational goals, strengthening stakeholder relationships and building confidence in institutions.

Former presidents reflect on the profession’s evolution

A panel discussion moderated by former PRAU president Tina Wamala brought together former presidents Cynthia Mpanga and Stephen Mwanga, alongside current president Irene Nakasiita, to reflect on the association’s history and the changing demands of public relations.

Mpanga described her entry into the profession as being driven by a personal passion for communication and storytelling.

“For me, PR is a hobby,” she said, highlighting the personal interests that can draw practitioners into a field built around communication, writing and relationships.

Mwanga reflected on the profession’s transition from an activity largely associated with media relations and press cutting to a broader management function. He said practitioners were increasingly expected to understand organisational objectives and demonstrate how communication contributes to institutional performance.

Nakasiita drew on her experience at the Uganda Red Cross Society, where she joined during a period of leadership challenges. She described campaigns and media relations initiatives aimed at rebuilding public confidence.

Her experience illustrated how communication can support reputation recovery, sustain relationships with donors and help organisations navigate periods of uncertainty.

PRAU looks to the next 50 years

In her opening remarks, Nakasiita paid tribute to PRAU founder, the late James R. Mutabaazi, former presidents and members of the association’s Governing Council for sustaining the organisation and contributing to the development of the profession.

She said the Golden Jubilee was an opportunity to celebrate PRAU’s history while considering how its founding values could guide the next generation of communication professionals amid technological change.

“Public Relations is about building relationships, reputation and partnerships that bring mutual understanding. It is the heart, not just the Press Release,” Nakasiita said.

As PRAU marks five decades, the messages from the President, the Ipsos report and African PR leaders converge on a common challenge: moving the profession beyond publicity towards strategic influence, measurable organisational value and public trust.

For Uganda’s PR practitioners, the next phase will require stronger professional skills, responsible use of emerging technologies and credible communication that helps citizens understand institutions and their decisions.