Irene Kabakama
Recently, staff from URA ’s Public & Corporate Affairs division joined their counterparts in the industry to celebrate with other publicists at the PRAU night held at Skyz hotel Naguru.
PRAU Nite is an annual event organized by the Public Relations Association of Uganda (PRAU) to celebrate the role of PR professionals in managing and implementing strategic communication functions.
This year’s event was attended by different dignitaries including the Katikkiro of Buganda, Owek. Charles Peter Mayiga who delivered the key note address, Hon. Chris Baryomunsi, the Patron of the association and top officials from different brands.
Speaking at the dinner, the Katikkiro advised the communicators to build relationships with their audiences to ease their work and to also pay special attention to the internet to counter the negativity.
He also commended the role PR plays in image building and branding saying, “Make media plans and content that is strategic to benefit the organization’s brand since it enhances image and credibility,” the Katikkiro emphasized.
In his speech, the Minister for ICT and National Guidance Chris Baryomunsi pledged to support the PRAU bill in Cabinet and Parliament. The bill will ensure PRAU get recognized by law.
“Let’s commit to making PR stronger because PR is a service less recognized yet we need it as a government,” he assured the publicists.
The Minister also called on the PR practitioners to beware of citizen journalism that is undermining the entire journalism and communication practice.
During the panel discussion, Juliana Tahakanizibwa from Uganda Breweries Limited said that building strong relationships with the media helps brands reach their target audience quickly as they can channel out messages. She also tipped the practitioners on the importance of social media.
“Let’s take advantage of every trending news so that we can tailor our message to fit in and get some attention because this is about strategically positioning the brand for a positive audience in the media,” she said.
