By Irene Kabakama
John Musinguzi , the URA Commissioner General has underscored the importance of Public Relations in attaining public buy-in. Musinguzi who attended the 3rd National Public Relations Symposium emphasized the need for communication experts to leverage PR and break down complex tax matters for the benefit of the public.
“Every Financial Year, the tax laws change causing a big knowledge gap between taxpayers and the Taxman. Therefore the communicators at URA are mandated with breaking down these complexities to support taxpayers in meeting their obligations,” noted Musinguzi.
Musinguzi added that continuous engagements with the public have been a key ingredient in improving taxpayer compliance and revenue administration for URA.
The URA boss advised PR practitioners to always be informed on the subject matter of their communications.
“Enforcement can’t give us the numbers we need. Only engagements and good communication can give us this, which in turn contributes to a fair and transparent taxation system,” he added.
“As PR practitioners understand what you’re selling, break it down into palatable and enjoyable information for your various audiences. The moment you demonstrate agility, skill, and an in-depth understanding of your clients, stakeholders, or CEOs’ mind, the sky will not limit you,” Musinguzi said.
He added that URA is working towards expanding the PR function and ensuring capacity building for the team to ensure that they are well-infused into the URA business.
The National Public Relations Symposium is an annual event organized by the Public Relations Association of Uganda (PRAU) that brings together Public Relations practitioners from various organizations to share insights on industry trends, network, and deliberate on ideas that build the industry.
This year’s symposium was held at the Golf Course Hotel under the theme; “Advancing Public Relations Excellence through Emerging Trends.”
It was officiated by the Deputy Speaker of Parliament Hon. Thomas Tayebwa and attended by different dignitaries including Dr. Barirega Akankwasah, the Executive Director of the National Environment Management Authority, Nicholas Lutakome the Chief Executive Officer of CiC Insurance, Sanjay Rughani, the Managing Director of Standard Chartered Bank and Felix Kulayigye, the Spokesperson of the UPDF among others.
