The Public Relations Association of Uganda (PRAU) has reasserted its commitment to strengthening regional cooperation, fostering communication excellence, and advancing trust between governments and citizens across East Africa. This affirmation was delivered by PRAU Vice President Mr. Ronald Beinomugisha Katungi during the East Africa Public Relations Week held in Arusha.
Speaking on behalf of PRAU President Ms. Irene Nakasiita, who conveyed her warm greetings and apologies for her absence due to unavoidable commitments, Mr. Beinomugisha emphasized the significance of the regional convergence of communication professionals.
“We gather here not merely for a conference, but for a moment of regional significance, a moment where East Africa reflects, reconnects, and reimagines its future,” he noted.
The PRAU delegation received special recognition during the event, affirming Uganda’s active role in shaping communication excellence in the region.
Addressing the conference theme, “Strengthening Trust Between Governments and Citizens,” the PRAU Vice President highlighted trust as a cornerstone of development, governance, and national cohesion.
Drawing from over seven years of leadership experience spanning public relations, academia, and management, he underscored a simple yet powerful truth:
“Where trust thrives, development accelerates. Where trust breaks, nations struggle.”
He urged governments across East Africa to integrate communication as a strategic pillar of national development, rather than an auxiliary function, noting that credible communication is a public good essential for stability, progress, and good governance.
In a deeply reflective moment, Mr. Beinomugisha invoked the Scriptural story in Acts 1 and 2, illustrating how unity and alignment among the Apostles preceded transformation and influence.
“Today, East Africa is in its own Upper Room,” he stated. “We are gathered with one aspiration: to build a region anchored on trust, truth, and transparency.”
He called upon communication leaders across the region to embrace a shared purpose that will elevate the profession and enhance regional integration.
Representing PRAU and its leadership, Mr. Beinomugisha outlined three key commitments that will guide Uganda’s contribution to regional communication advancement:
-
Upholding Ethical and Credible Communication
PRAU reaffirmed its dedication to promoting transparency, integrity, and national interest across all communication platforms. -
Strengthening Professional Capacity
The Association pledged to continue upgrading practitioners’ skills in areas such as digital communication, crisis management, and strategic communication. -
Deepening Regional Cooperation
PRAU is committed to advancing alignment among East African PR associations to ensure the region communicates as a unified bloc with a shared identity.
As East Africa undergoes rapid political, social, and economic transformation, Mr. Beinomugisha urged communication professionals to step into a more strategic leadership role.
“Public relations must rise beyond routine; it must become a strategic instrument of integration, a pillar of democracy, and a driver of socioeconomic transformation.”
He called for a renewed vision of East Africa in which communication empowers citizens, reinforces accountability, and builds an enduring legacy of trust.
In his closing remarks, the PRAU Vice President extended PRAU’s solidarity to the East African Community (EAC), the East Africa Public Relations Association (EAPRA), and all practitioners contributing to the continent’s transformation.
“Together, let us walk into a future defined not by the challenges of yesterday, but by the promise of tomorrow. Let’s stand up to stand out, not to shrink to fit in.”
He concluded with a message of unity and hope:
“Asante sana. May God bless East Africa.”