BUSOGA KINGDOM URGES PR PROFESSIONALS TO PUT PUBLIC TRUST BEFORE PUBLICITY

By Barasa Richard

JINJA CITY — Public relations professionals have been urged to put truth, transparency and public trust at the centre of their work as the Public Relations Association of Uganda (PRAU) celebrates 50 years of advancing the profession.

Alhaj Osman Ahmed Noor, Busoga Kingdom’s Second Deputy Prime Minister and Head of Partnerships, made the call while officiating as the guest of honour at the 10th PRAU Excellence Awards ceremony held at Source of the Nile Hotel in Jinja City.

The event, held under the theme “A Legacy in Gold: Honouring the Cream of Public Relations,” brought together corporate leaders, media practitioners, development partners and other stakeholders to recognise outstanding achievements in public relations and reflect on the association’s five decades of service since its establishment in 1976.

Owek. Osman said public relations should go beyond publicity, event management, press releases and responding to media inquiries. He argued that its primary purpose is to build understanding between institutions and the people they serve.

“Public relations are about building understanding between institutions and the public they serve,” he said.

He conveyed greetings from His Majesty the Kyabazinga of Busoga, William Gabula Nadiope IV, and the entire Busoga Kingdom institution. He also emphasised the importance of communication that listens to communities and responds to their concerns.

Drawing on Busoga’s cultural heritage, Owek. Osman said traditional values such as listening, sharing wisdom and working together to address common challenges remained relevant to modern communication practice.

“In our traditions, leaders are expected to listen to their people. Elders share wisdom with younger generations, and communities work together to address shared challenges,” he said.

He added that effective communication requires practitioners to listen to the public rather than concentrate solely on delivering messages.

“Effective communication is not merely about speaking; it is also about listening,” he said.

His message highlighted the human side of public relations, where communication is not simply about protecting an institution’s image but also about ensuring that people understand decisions, receive accurate information and have opportunities to express their concerns.

Owek. Osman also urged practitioners to uphold professional ethics in an increasingly digital environment shaped by artificial intelligence and social media.

He cautioned that although emerging technologies provide opportunities to reach wider audiences, they should not undermine truth, privacy and responsible communication.

The golden jubilee celebrations also provided an opportunity for PRAU to reflect on the profession’s achievements and consider the standards needed to guide its future.

PRAU President Irene Nakasiita congratulated the association’s founders, experienced practitioners and younger professionals who continue to contribute to the development of strategic communication in Uganda.

“Fifty years is a remarkable milestone,” Nakasiita said.

She noted that the association’s next chapter should focus on strengthening professionalism, embracing innovation and building public confidence through communication that demonstrates measurable results.

“The next 50 years must be about even greater professionalism, innovation, public trust, and measurable impact,” she said.

Nakasiita also called on the government to consider regulating the public relations profession, arguing that its influence on public information and service delivery made stronger professional oversight an important consideration.

She said regulation could help strengthen professional standards and accountability within the sector.

Meanwhile, Dr Patricia Litho, Assistant Commissioner for Communications and Information Management at the Ministry of Energy and Mineral Development and lead judge for the awards, challenged practitioners to improve research, evaluation and evidence-based reporting.

She said communication professionals should demonstrate the actual impact of their work rather than measure success solely by the activities they conduct.

“Excellence should not be claimed; it should be demonstrated. We must move from measuring what we did to demonstrating what changed because of what we did,” Dr Litho said.

Her remarks underscored the need for public relations campaigns to demonstrate how communication contributes to changes in public understanding, institutional performance and community engagement.

During the ceremony, various public relations firms and individuals received awards in recognition of their achievements in different fields.

Pearl Bank received the PR Crown Jewel Award, which Owek. Osman presented to the bank’s staff.

The awards formed part of PRAU’s golden jubilee celebrations, recognising contributions to the profession while highlighting the importance of ethical practice, innovation and accountability.

As the association marks five decades since its establishment, the messages from Busoga Kingdom’s leadership and PRAU officials placed public trust at the centre of discussions about the profession’s future.

For communication practitioners, the challenge is to ensure that the next 50 years are defined not only by technological advances and professional recognition but also by truthful information, meaningful engagement and stronger relationships between institutions and the communities they serve.

Osmara Digital Media | Africa in Focus