Uganda’s PR professionals urged to embrace leadership, strategic vision at national symposium

Public relations practitioners in Uganda have been challenged to redefine their roles by embracing strategic leadership and communication, moving beyond traditional perceptions to become integral drivers of organizational and national growth. This was the central message at The National Public Relations Symposium 2025, held at the Imperial Royale Hotel, organized by the Public Relations Association of Uganda (PRAU).

Odrek Rwabwogo, a prominent figure and speaker at the symposium, called upon PR professionals to lead with conviction, joint efforts, deep analysis, and humility. “Effective communicators lead with conviction, joint efforts, deep analysis & humility,” Rwabwogo tipped the PRAU leadership, further acknowledging the association’s significant contributions. “You have stood for ethical conduct, excellence, and purpose-driven communication. You have created jobs, built influence, and contributed to Uganda’s GDP, even if our total industry contribution remains to be officially measured.”

Rwabwogo highlighted the remarkable growth of the PR industry in Uganda, recalling a time when only one American firm, Burson-Marsteller, existed. “Today, 27 years later, this room is filled with Ugandan professionals in a vibrant, growing industry.” However, he also pointed to critical gaps. “There’s a lack of strong PR and media training schools, and this has led to an increase in half-baked practitioners. People who are either lying online or simply don’t know what to do. And this, in turn, hurts our conversations online. It becomes harmful to our growth, and it affects the model we’re trying to create.” He also advised, “Restrain your anger if you want to be a good communicator.”

He emphasized a broader definition of leadership, especially within the boardroom context. “Leadership is the ability to surface and welcome unhealthy realities that are not said, that are not seen, that are not accepted by the structures of influence or authority. And when you surface that reality, you help people adapt.”

The symposium, a premier event bringing together communication professionals, media partners, and industry leaders, saw robust discussions on trends, challenges, and the future of PR. Several other speakers echoed the call for strategic relevance and personal development.

Building Trust and Reputation as Core PR Functions

The importance of trust and reputation emerged as a recurring theme. Patrick Kinoti, Managing Director of Old Mutual Insurance, stated, “PR today is no longer just a department, it’s everyone’s responsibility,” adding that “It’s not always about the product, it’s about the trust behind the brand.”

CPA Josephine Ossiya, CEO of the Capital Markets Authority (CMA), underscored PR’s strategic value. “At Capital Markets Authority, PR and communications is a strategic function. We do not see how we could effectively deliver on our mandate without it.” She added that PR is critical for both outward engagement and internal culture building. “PR is not only outward-facing; it’s equally vital internally. We see PR as a culture builder—helping us shape and reinforce our internal identity through communication.” Ossiya stressed, “People can only trust you to protect them if they first trust you. PR builds that trust, it’s how the CMA brand becomes understood, respected, and believed.”

Grace Muliisa, Managing Director of Ecobank, powerfully articulated PR’s role as a guardian of reputation. “PR isn’t a department, it’s the guardian of reputation. And today, reputation is everything.” Muliisa emphasized that in a world where trust is fragile, “PR must be more than image. It’s about credibility, culture, and consistent truth.” She concluded, “Reputation is now the very currency that determines whether an organization will rise or fall. In that sense, PR is not just a function—it is the heart, the heartbeat of the company.”

Navigating the Boardroom and Personal Branding

Speakers also offered practical advice for PR professionals aiming for senior leadership roles and personal brand development. Janet Navuga Bugembe, Founder of Journey to the Boardroom, debunked the myth of luck, stating, “There is no such thing as luck. Luck stands for Labor and the Correct Knowledge. Luck shines on the deserving.” She urged attendees to be proactive: “Nobody is going to come and look for you at your home. You need to network deliberately.” For boardroom access, she advised, “You get invited to the boardroom; you don’t apply. You have to demonstrate relevance.”

Dr. Peter Kimbowa, a Corporate and Leadership Coach, provided insights on being “board-ready,” humorously noting, “In the corporate world, rebellion goes on the money map. You don’t rebel out of the blue. You must put a money map on the table. You must show us exactly why you must do something.”

Lyn Tukei, PR Manager at CMA Uganda, encouraged professionals to be more than just competent, urging them to “build with trust, with purpose, and let’s be visible.” She highlighted the essence of integrity: “Integrity isn’t just a value; it also means you’re leading with purpose. That intention is what takes you through every season.” Tukei also emphasized personal branding: “Personal Branding is the story people tell about you when you’re not in the room… As PR professionals, your personal story becomes part of the organisational story.”

Flavia Tumusiime, the Head of Broadcast at Nation Media, echoed this sentiment, pointing out, “As PR professionals, we often pour everything into building organisational brands. But we forget ourselves. Today, people don’t want to hear just from an organisation, they want to hear from you. The PR person.”

Irene Nakasiita, the President of PRAU, proudly shared the association’s half-century milestone. “PRAU is a fraternity of PR practitioners now 50 years strong. That’s no small milestone. We are a community of over 500 members representing diverse brands, institutions, and causes across the country.” She concluded by affirming the evolving identity of PR professionals: “This room today holds a powerful gathering of PR professionals, men & women who are not just spokespeople, but strategic communicators, stakeholder engagement experts, brand custodians, and thought leaders shaping Uganda’s corporate and national narrative.”