Here is why strategic communication should become a boardroom priority in Uganda

Communication professionals have been urged to move beyond traditional publicity and embrace strategic communication as a key pillar of leadership, governance and organisational success.

The call was made during the 5th National Public Relations Symposium organised by the Public Relations Association of Uganda (PRAU) at Golf Course Hotel in Kampala under the theme, “Beyond Headlines: Strategic Communication for Effective Organisations.”

The symposium brought together communications professionals, policymakers, corporate executives, government communicators, development practitioners, academics, students and international public relations experts to discuss the growing role of strategic communication in advancing Uganda’s development agenda.

The event was presided over by the Minister for Information, Communications Technology and National Guidance and PRAU Patron, Justine Kasule Lumumba, who commended the PRAU Governing Council for successfully organising the annual gathering and pledged government support for the Association’s forthcoming Golden Jubilee celebrations scheduled for October.

Lumumba said the communication profession must evolve beyond attracting media attention to becoming a strategic function that influences leadership, governance and institutional performance.

“Today, every organisation and every individual is subject to public scrutiny. Families, private companies, institutions and individuals all find themselves under constant public observation. Organisations are judged not only by what they do but also by how effectively they communicate what they do,” she said.

She noted that communication professionals can no longer afford to focus solely on issuing press releases or reacting to crises after they occur.

“This reality requires communication professionals to move beyond publicity. Strategic communication must become an integral component of leadership, governance, institutional performance and national confidence,” Lumumba said.

The Minister also highlighted the opportunities and challenges presented by rapid technological advancements, saying while digital platforms have enhanced connectivity and information sharing, they have equally accelerated the spread of misinformation and reputational risks.

She urged organisations to identify what truly matters and communicate it in ways that resonate with their audiences while consciously building positive reputations that support their long-term objectives.

Earlier, PRAU President Irene Nakasiita welcomed delegates and described the symposium as an important platform for learning, networking and strengthening the public relations profession.

“This symposium serves as a platform for knowledge exchange, networking and professional growth. We welcome you all and encourage everyone to make the most of the day’s discussions and learning opportunities,” Nakasiita said.

The symposium featured a fireside chat, expert panel discussions, question-and-answer sessions, professional networking opportunities and concluded with a cocktail dinner.

A highlight of the event was a presentation by Immediate Past PRAU President Tina Wamala, who unveiled activities leading to the Association’s 50th anniversary celebrations.

Wamala said the Golden Jubilee represents more than a celebration of past achievements, describing it as an opportunity to strengthen professionalism within Uganda’s public relations industry and inspire future practitioners.

“This Golden Jubilee is not simply an opportunity to look back at our achievements. It is a call to action, a mandate to further professionalise our industry, mentor the next generation of practitioners, and continue shaping Uganda’s narrative with integrity,” she said.

She revealed that the PRAU at 50 campaign officially commenced with the PRAU Run held on May 22, 2026, marking the exact anniversary of the Association’s founding.

According to Wamala, the anniversary celebrations will recognise five decades of contribution to the profession through “50 Years of Impact,” “50 Stories of Impact,” and honouring 50 outstanding public relations practitioners whose work has shaped the industry.

She added that the celebrations will extend beyond communications professionals to include chief executive officers, board members, marketers, policymakers, advertisers, sales professionals and other stakeholders across Uganda’s communications ecosystem.

“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.

This year’s National Public Relations Symposium was supported by several organisations, including Bank of Uganda, Microfinance Support Centre, Psalms Food Industries Limited, Crown Beverages Limited, Affinity Media, NRG Radio, Galaxy FM, QVibes, Uganda Red Cross Society, MultiChoice Uganda, Business Times Uganda, National Water and Sewerage Corporation, Shylo Enterprises and the Uganda Electoral Commission.