By Contivibe Media Limited, 16 July 2026, Kampala, Uganda
The Public Relations Association of Uganda (PRAU) joined the global communications fraternity in commemorating World PR Day 2026 under the theme “Building Trust. Driving Influence. Creating Impact.” The celebration highlighted the critical role of public relations professionals in shaping conversations, strengthening reputations, and driving meaningful change as PRAU continues its year-long 50th Anniversary (#PRAUAt50) celebrations.
Established in 1976, PRAU is Uganda’s umbrella professional body for public relations and communications practitioners. As part of its Golden Jubilee celebrations, the association launched the 50 Messages Challenge, inviting communications professionals and the public to either share a 50-second video or write a 50-word message celebrating the profession and its impact over the last five decades.
The initiative generated strong participation across the communications industry, with practitioners, corporate leaders, institutions, cultural leaders, and government officials sharing reflections on the value of ethical communication, trust, and strategic public relations.
Leading the celebrations was Irene Nakasiita, President of the Public Relations Association of Uganda (PRAU) and Director of Communications, Resource Mobilisation and Strategic Partnerships at the Uganda Red Cross Society encouraging members to continue championing excellence in strategic communications.
“Today, we mark World PR Day, a reminder of the great role Strategic Communication continues to play in shaping narratives, for and on behalf of our organisations. May we continue to be great ambassadors of PR excellence in Uganda and across the region. Happy World PR Day!”- she said
PRAU Vice President Beinomugisha Ronald Katungi called on practitioners to embrace mentorship, professionalism, and ethical practice.
“On this World PR Day, I celebrate a profession that shapes conversations and builds confidence. As Vice President of PRAU, I challenge us all to seize every opportunity to mentor, innovate, communicate ethically, and strengthen our profession for generations to come.”
One of the day’s most notable messages came from the Katikkiro of Buganda, Charles Peter Mayiga, who emphasized the transformative power of public relations and ethical leadership.
“Public Relations is about communicating ideas that create hope and initiative. All humans need inspiration to take that seemingly difficult step. That’s why PR professionals must uphold integrity in order to build trust, as a means of achieving transformation and progress in Uganda.”
He further added:
“A leader’s role is to find solutions to the challenges those entrusted to him or her face, and to effectively communicate those solutions to the community.”
Former Uganda Marketers Society President, Charity Kamusiime Asiimwe, reflected on the importance of trust in the profession.
“Trust is earned long before it’s defended. Today, we celebrate the professionals who shape conversations, build credibility, and remind us that every interaction lays the foundation for trust. Happy World PR Day to all making their mark in strategic communications.”
Pamela Agnes Mubiru, Head of Marketing, PR and Communications, described public relations as a profession built on meaningful human connection.
“For me, PR is about the power of presence and connection. Standing before audiences and delivering messages that bridge gaps is a privilege. In a world full of noise, the true power of PR lies in crafting clear, impactful narratives that drive meaningful change.”
She congratulated PRAU on its Golden Jubilee, adding:
“Congratulations to the Public Relations Association of Uganda as it marks 50 years of PR excellence. Thank you for continuously raising the bar for the profession in Uganda and across the region. Let us continue to be ambassadors of storytelling, innovation, and impact.”
From the communications fraternity, James Asaba, Communications Manager at UGAFODE Microfinance, reflected on the evolving nature of the profession.
“Today, the role of a Communications and PR professional is evolving rapidly. We are no longer just storytellers or media liaisons. We are strategic advisors, digital communicators, content creators, crisis managers, reputation guardians, community builders, and data-informed decision-makers.”
He added that today’s professionals must continuously understand people, technology, digital platforms, artificial intelligence, analytics, and changing audience behaviour in order to remain effective.
Meanwhile, Shirley Birungi, Manager, PR and Corporate Communications at Pearl Bank Uganda and a member of PRAU’s Public Relations leadership Committee, shared her personal journey into the profession.
“My PR journey started in high school. My father encouraged my love for reading by buying me the Friday Monitor. A feature story inspired me to pursue Public Relations instead of Law, and the rest is history.”
Birungi also highlighted the success of the 50 Messages Challenge, thanking fellow PR Committee members Brian Emorut, Eriah Lule, Susan Haley Tushabe, and others for driving the campaign in celebration of both World PR Day and PRAU’s 50th anniversary.
The PRAU@50 Golden Jubilee celebrations are expected to culminate in October 2026, bringing together communications professionals, marketing fraternity, government, academia, media, and the private sector to celebrate five decades of advancing ethical, strategic, and impactful public relations in Uganda.
Observed annually on 16 July, World PR Day serves as a global reminder of the profession’s responsibility to build trust, strengthen relationships, influence positive change, and foster meaningful connections. As PRAU marks its golden milestone, the association continues to champion a profession that remains central to organizational success, national development, and public confidence.
As organisations operate in an increasingly digital and interconnected environment, communications experts agree that public relations has evolved far beyond media engagement. Today’s practitioners are strategic advisors who help leaders manage reputation, navigate crises, influence public perception, strengthen stakeholder confidence, and support organisational decision-making through data-driven insights and ethical communication. With the rise of artificial intelligence, social media, and rapidly changing audience expectations, the profession continues to play a pivotal role in building trust, fostering transparency, and creating meaningful impact in both the public and private sectors