The Public Relations Association of Uganda is marking its golden jubilee with plans to digitise services, improve members’ financial welfare, pursue professional legislation and promote skills development.
The Public Relations Association of Uganda (PRAU) has begun celebrations to mark 50 years of promoting public relations and communication practice in Uganda, bringing together practitioners from government, the private sector and development organisations in Jinja City.
The three-day celebrations, which began on Wednesday and end on Friday, feature professional discussions, emerging technology trends and the annual PR Excellence Awards.
PRAU President Irene Nakasiita said reaching the milestone reflected the association’s resilience and commitment to nurturing communication professionals across different sectors.
She said the association had helped practitioners develop their skills and establish themselves in government institutions, private companies and development organisations.
“One of the many things we are proud of is the fact that the profession has grown, nurtured and supported so many people in this space to develop their skills in public relations and communication,” Nakasiita said.
To improve access to its services, PRAU has digitised several operations, allowing members to register online and access services without visiting its secretariat.
The association has also registered a savings and credit cooperative organisation (SACCO) intended to improve members’ financial welfare by providing access to affordable loans and other financial services.
Nakasiita said the initiatives were aimed at making membership more convenient while helping practitioners strengthen their economic well-being.
PRAU is also pursuing legislation to provide a stronger legal foundation for public relations and communication practice in Uganda. Nakasiita said the association was working towards having the proposed legislation passed and assented to by the President.
The association also plans to develop a policy paper on public relations and communication and present it to the Ministry of Information and Communications Technology to contribute to discussions on the profession’s development and recognition.
Nakasiita said the golden jubilee programme includes discussions on emerging technologies because practitioners need to adapt to rapid changes and incorporate relevant tools into their work.
During the celebrations, practitioners also launched a report on Uganda’s media landscape and public relations sector, produced by research firm Ipsos. The report is expected to inform discussions on developments, opportunities and challenges in the industry.
The celebrations will culminate on Friday with the PR Excellence Awards, which will recognise practitioners who have demonstrated excellence in public relations and communication.
Nakasiita said winners would be selected through a competitive process based on submitted entries rather than discretionary choices by the association.
She said a panel of judges would assess the entries, with auditors from PricewaterhouseCoopers (PwC) participating in the authentication and evaluation process to support credibility and fairness.
As PRAU marks its 50th anniversary, its leadership says the focus is on strengthening the profession through digital innovation, financial empowerment, policy advocacy and continuous professional development.
The celebrations provide an opportunity to reflect on the sector’s progress and set priorities for its next phase of growth.