Author Archives: Roland Sseruyima

By Roland Sseruyima

Ass. Administrator – PRAU Secretariat

The Public Relations Association of Uganda (PRAU) has successfully convened its landmark 50th Annual General Meeting (AGM) at Hotel Africana, ushering in a new era of innovation, inclusivity, and professional excellence within Uganda’s public relations landscape.

A Historic Milestone Meets Digital Innovation

Celebrating five decades of advancing the PR profession, PRAU used this golden milestone to unveil a transformative initiative, the Digital Membership Identification (ID) system. This cutting-edge platform is set to redefine how members interact with the association by offering secure, convenient, and real-time access to membership credentials.

The digital IDs empower members to:

• Seamlessly verify their professional status
• Access exclusive association services and events
• Enhance participation in PRAU activities
• Experience a more efficient and user-friendly membership journey

This innovation reflects PRAU’s strategic shift toward digital transformation, ensuring the association remains relevant in an increasingly tech-driven global environment.

Leadership Appreciation and Vision for the Future

Speaking at the AGM, PRAU President Irene Nakasiita commended members for their unwavering commitment:

“I would like to sincerely thank all our members for supporting PRAU from time to time. Your dedication has enabled both past and current Governing Councils to effectively serve and implement initiatives that continue to champion PR excellence in Uganda.”

She emphasized that the introduction of digital membership IDs is not just a technological upgrade, but a strategic move to enhance value delivery, streamline operations, and align PRAU with global industry trends.

Reflecting on Impact, Shaping the Future

The AGM provided a comprehensive platform to review PRAU’s achievements over the past year, including:

• Capacity-building and professional development programs
• Strengthened industry partnerships
• Advocacy efforts to elevate PR standards in Uganda

 

Members actively engaged in forward-thinking discussions, exploring ways to position PRAU as a leading authority in communications and public relations both regionally and globally.

Strategic Priorities for the Next Chapter

Looking ahead, the Governing Council outlined key focus areas that will define PRAU’s next phase of growth:

• PRAU @ 50 celebrations to honor legacy and impact
• Expanding and diversifying membership
• Enhancing training and professional development opportunities
• Leveraging digital technologies for improved member services

These priorities reaffirm PRAU’s mission to advance ethical practice, professional excellence, and industry collaboration.

Member-Centric Innovation at the Core

The launch of the digital ID system was met with enthusiastic reception from members, particularly for its flexibility, accessibility, and inclusivity. Demonstrations during the AGM showcased how the platform accommodates diverse user needs, ensuring ease of use for all members regardless of technological familiarity.

A Legacy of Excellence, A Future of Possibilities

As PRAU celebrates its 50th AGM, it stands as a symbol of resilience, innovation, and leadership in Uganda’s communications sector. The association’s continued commitment to embracing change while upholding its core values positions it as a driving force shaping the future of public relations.

The Golden Jubilee AGM not only reflects PRAU’s rich heritage but also signals a forward-looking vision anchored in excellence, integrity, and digital transformation, ensuring that the association remains relevant and impactful in an ever-evolving communications landscape.

By Roland Sseruyima,

Ass. Administrator – PRAU Secretariat.

As the Public Relations Association of Uganda (PRAU) marks 50 years of advancing the communications profession, this year’s National Students’ PR Symposium & Mentorship Graduation stood as a powerful reflection of both legacy and the promise of tomorrow.

Held on Friday, 13th February 2025 at Cavendish University Uganda, the event brought together industry leaders, mentors, academia, and aspiring communication professionals in a celebration of growth, purpose, and possibility. It was not just a graduation. It was a declaration that the future of public relations in Uganda is being intentionally shaped.

59 Mentees Graduate — Stepping Beyond Theory into Purpose

At the heart of the celebration were 59 graduates from Cohort Three of the PRAU Students’ Mentorship Programme, young professionals who chose to go beyond classroom theory and immerse themselves in practical, guided industry learning.

Their journey represents more than participation. It reflects initiative, curiosity, and commitment to excellence.

 

In her address, PRAU President Irene Nakasiita reminded the graduates that mentorship is not an event — it is a mindset:

“Our mentorship journey does not conclude today; it is a continuous process of learning and growth. We are delighted to support you, but your engagement and interest are essential.”

Her message was clear: opportunity demands responsibility. Growth in public relations requires discipline, integrity, and consistency.

As PRAU celebrates five decades of impact, these 59 graduates symbolize the next chapter of ethical, innovative, and purpose-driven communicators.

     

13 Mentors Appreciated — The Power of Voluntary Leadership

A defining highlight of the symposium was the appreciation of 13 mentors who voluntarily dedicated their time, expertise, and professional insight to shaping the cohort.

Their contribution embodies the true spirit of mentorship, influence, vision, and service.

One mentor captured it best:

“Public relations is not just about managing narratives; it is about building trust. And trust is built by professionals who understand both strategy and integrity.”

Through structured mentorship, PRAU continues to bridge the gap between academic preparation and industry expectations — ensuring that graduates are not only qualified, but ready.

A Call to Purpose-Driven Leadership

Delivering his remarks, Mr. Ronald Beinomugisha, Vice President PRAU, challenged the graduates to embrace mentorship as a lifelong responsibility:

“Mentorship embodies influence, vision, and service. Great mentors inspire belief, unveil unseen potential, and selflessly lift others.”

He encouraged the graduates to embrace the 5Ds of mentorship: Dream, Delay, Difficulties, Discipline, and Drive, reminding them that setbacks refine character and discipline defines professionalism.

His message resonated deeply: True motivation arises from vision, not applause.

Beyond Social Media: Building Sustainable Brands

In her keynote address, Ms. Comfort Ahumuza, Public Relations Coordinator – Harris International, urged students to think beyond trends and embrace long-term impact:

“Treat your reputation as invaluable currency; it will shape your career and influence how you are perceived.”

She challenged the graduates to integrate sustainability and ESG (Environmental, Social, and Governance) principles into their practice, reminding them that public relations today shapes economies, brands, policy, and community impact.

Her call was bold: Do not just participate in the industry, influence it.

Launching Cohort 4 — A New Chapter Begins

As one cohort graduated, another began.

The event also marked the official launch of Cohort Four of the PRAU Students’ Mentorship Programme, reinforcing PRAU’s unwavering commitment to nurturing the next generation of communication leaders.

This cycle of growth, graduating one class while welcoming another, reflects PRAU’s long-term investment in building a strong, ethical, and forward-thinking PR community in Uganda.

By Sella-Marion Athieno,

Secretary General at the Public Relations Association of Uganda (PRAU)

In every industry, recognition plays a vital role in inspiring excellence, fueling innovation, and setting benchmarks for success. For the field of Public Relations (PR) and Communication, a profession built on influence, trust, and creativity, awards are not just a form of celebration; they are a strategic pillar for growth, credibility, and professional development.

The Power of Recognition in PR and Communication

Public Relations is an industry that often works behind the scenes, shaping narratives, building brands, managing crises, and cultivating trust between organizations and their audiences. Yet, much of this impact can go unnoticed without platforms that acknowledge and celebrate these efforts.

That’s where awards come in. Industry awards provide validation for the hard work, creativity, and strategy that communication professionals invest in their craft. They raise standards, foster healthy competition, and encourage professionals to keep innovating.

Awards also serve as an external endorsement of credibility. For agencies and practitioners, winning or even being nominated signals quality and excellence to clients, employers, and the broader public. They showcase the power of PR as a profession that drives business, social, and national development.

Spotlighting Excellence: The PRAU Excellence Awards

In Uganda, the Public Relations Association of Uganda (PRAU) has been at the forefront of recognizing and elevating the communication profession through the PRAU Excellence Awards, the industry’s most prestigious platform for celebrating outstanding achievement in PR and communication.

Over the years, the PRAU Excellence Awards have shone a spotlight on exceptional campaigns, practitioners, and organizations that have demonstrated creativity, impact, and integrity in communication. From innovative digital storytelling and brand repositioning initiatives to community engagement and crisis management, the awards have become a mirror reflecting the evolving standards of excellence within the industry.

Beyond trophies and accolades, these awards celebrate ideas that have made a difference, campaigns that changed perceptions, improved lives, and strengthened relationships between brands and the public. They are a testament to the transformative power of strategic communication in shaping Uganda’s narrative and driving socio-economic change.

Driving Innovation and Professional Growth

Awards have a multiplier effect. They don’t just recognize success; they inspire it.
By celebrating excellence, the PRAU Excellence Awards motivate practitioners to push boundaries, embrace new technologies, and tell stories that matter. They provide a platform for peer learning, networking, and benchmarking against global best practices.

For young professionals, the awards serve as an aspirational goal, a reminder that great work will always be seen and appreciated. For institutions, they reinforce the importance of investing in skilled communicators and sustainable public relations strategies.

Strengthening the Profession’s Reputation

The PRAU Excellence Awards also play a key role in strengthening the reputation and visibility of the PR industry. They help demystify the profession by showcasing tangible outcomes, how communication contributes to business growth, policy influence, and social transformation.

By highlighting excellence, the awards help build public trust in the profession, positioning PR not as a support function but as a strategic driver of reputation, engagement, and value creation.

A Call to Celebrate Our Own

As the communication landscape continues to evolve, the need to recognize and celebrate the people and ideas shaping the future of PR has never been greater. The PRAU Excellence Awards stand as a proud reminder that our stories, strategies, and innovations matter and that celebrating them strengthens the entire ecosystem.

In honoring excellence, we affirm our shared commitment to raising the bar for communication practice in Uganda and beyond.

So, as we look forward to the next edition of the PRAU Excellence Awards, let us continue to tell impactful stories, uphold ethical practice, and champion creativity because when we celebrate excellence, we inspire even greater achievement.

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:

1. Upholding Ethical and Credible Communication
   PRAU reaffirmed its dedication to promoting transparency, integrity, and national interest across all communication platforms.

2. Strengthening Professional Capacity
   The Association pledged to continue upgrading practitioners’ skills in areas such as digital communication, crisis management, and strategic communication.

3. 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.”

The Public Relations Association of Uganda (PRAU) has officially announced that the 9th edition of the PRAU Excellence Awards will take place on Thursday, 4th December 2025, at Protea Hotel, Upper Kololo Terrace, starting at 5:00 p.m. This year’s awards will run under the theme: “Recognising Innovation and Impact in Public Relations.”

The PRAU Excellence Awards were established to honour outstanding achievements in Uganda’s Public Relations and Communications landscape. The annual event celebrates individuals, agencies, organizations, and campaigns that consistently demonstrate strategic thinking, creativity, impact, and excellence in PR practice.

Championing Professional Excellence in PR

Speaking at the official announcement, PRAU President Irene Nakasiita emphasized the significance of the awards in elevating PR standards and amplifying the contribution of communication professionals to organizational and national development.

“The PRAU Awards are implemented under our five-year strategic plan, which is guided by two main objectives: contributing to the professionalism and regulation of PR practices in Uganda through high ethical and professional standards, and enhancing the value proposition for PRAU members,” Nakasiita said.

She added that the awards offer an essential platform for showcasing how effective public relations contributes to growth, sustainability, and stakeholder trust.

“Through the PRAU Excellence Awards, we demonstrate the impact and contribution of PR to organizational and national growth. We appreciate all our partners who have supported us along this journey.”

Nakasiita encouraged PR professionals, agencies, students, and corporate organizations to purchase tickets and join the celebration, highlighting that this year’s winners will represent some of the most innovative and impactful PR work in Uganda.

Ticket Information

• PRAU Members: Ushs 250,000

• Non-Members: Ushs 300,000

• Students: Ushs 100,000 (both members and non-members)

• Corporate Table (10 pax): Ushs 3,000,000

Award Categories for 2025

The 9th PRAU Excellence Awards will feature 13 competitive categories, including:

1. Best Media Relations & Media Management

2. Best Event/Experiential Campaign

3. Best Internal Communication/Employee Engagement Campaign

4. Best Crisis Communication

5. Best CSR & Sustainability (Merged with ESG Reporting)

6. Best Public Affairs Campaign

7. Best Corporate Communication

8. Best Not-for-Profit Campaign

9. Best Corporate/Online Publication

10. Best Social/Digital Communication

11. Best PR Agency

12. Best Overall PR Campaign

13. Lifetime Achievement Award

Judges will focus on campaigns that demonstrate creativity, originality, innovation, strategic execution, stakeholder engagement, and measurable impact.

Event Partners and Sponsors

The PRAU Excellence Awards 2025 are proudly sponsored by: Bank of Uganda, NBS TV, AfroMobile & NextCom, PwC, UBC, Affinity Media, UNOC, Crown Beverages, MTN Uganda, UEDCL, Galaxy FM & TV, CEO Magazine, Softpower Communications, Guide2Uganda Ltd, The Independent Magazine, and PML Daily.

About PRAU

The Public Relations Association of Uganda (PRAU) is the umbrella body for Public Relations and Communications practitioners across public, private, and nonprofit sectors. Founded in 1976, PRAU promotes professionalism, capacity building, ethical conduct, and excellence in PR practice. The association is affiliated with regional and global professional bodies including:

• East African Public Relations Association (EAPRA)

• African Public Relations Association (APRA)

• International Public Relations Association (IPRA)