A new report by Ipsos Uganda highlights the need for stronger professional capabilities, better measurement of communication outcomes and greater involvement of public relations practitioners in organisational decision-making.

The Public Relations Association of Uganda (PRAU) has marked 50 years of public relations practice in Uganda with the launch of a report examining the profession’s progress, challenges and future prospects.

The report, titled State of the PR Profession in Uganda, was presented by Ipsos Uganda during PRAU’s Golden Jubilee Conference at the Source of the Nile Hotel in Jinja City, as part of week-long celebrations that culminated in the 10th PRAU Excellence Awards on October 23, 2026.

Organised around three themes—Foundation, Friction and the Future—the report examines how public relations has evolved from a function largely associated with media relations and publicity into a strategic discipline expected to influence organisational decisions, build trust and contribute to institutional performance.

Ruth Ruigu, Country Manager at Ipsos Uganda, said the research was intended to reflect on the profession’s achievements while identifying the challenges and opportunities that will shape its next phase of development.

“Foundation gives us pride. Friction gives us learning. Future gives us possibility,” Ruigu said.

The report draws on desk research, Ipsos research and conversations with seven Ugandan public relations practitioners. Although it is not nationally representative, it offers insights into the profession’s development and the issues confronting practitioners.

Its findings point to the need for stronger professional capabilities, improved measurement of communication outcomes and greater recognition of public relations as a contributor to organisational performance.

The report also examines the growing influence of artificial intelligence (AI) in communications. It indicates that 74.1 per cent of respondents believed AI enhances rather than replaces human professionals, underscoring the importance of combining technological tools with human judgement and expertise.

On the changing media landscape, the Ipsos 2026 Wave 3 National Audience Measurement Survey (NAMS) Quarterly Tracker indicates that radio remains the leading medium among active media users, with a reach of 82 per cent.

Television follows at 44 per cent, while the internet accounts for 33 per cent and newspapers nine per cent.

The findings highlight the importance of understanding audience behaviour and using evidence to guide communication strategies in an increasingly diverse media environment.

Museveni congratulates PRAU on Golden Jubilee

In a speech delivered on behalf of President Yoweri Kaguta Museveni by Joyce Juliet Nabbosa Ssebugwawo, Minister of State for ICT and National Guidance, the President congratulated PRAU on reaching its 50th anniversary, recognising the profession’s contribution to nation-building.

“Reaching 50 years of existence is no small achievement. It is a testament to resilience, adaptability and the critical role that professional communication plays in nation-building,” Museveni said.

He emphasised the role of communication professionals in explaining government programmes, engaging citizens and ensuring that information about national priorities reaches the public.

The President also urged practitioners to uphold accuracy and responsibility when communicating public policies and development initiatives, warning against the consequences of misinformation.

“There is no point in immunizing people against diseases while leaving them vulnerable to confusion and misinformation,” he said.

African PR leaders urge practitioners to influence decisions

Professor Michele Mekeme of the African Public Relations Association (APRA), delivering a virtual keynote address, challenged communication professionals to move beyond publicising decisions after they have been made and become more involved in shaping them.

She said strategic influence, credibility and trust would remain central to the future of public relations, urging practitioners to position themselves as contributors to decision-making rather than channels for distributing information.

Mekeme also linked the profession’s future to Africa’s economic transformation, including opportunities emerging from the African Continental Free Trade Area (AfCFTA).

“Credible communication and reputation management are vital in building confidence among citizens, businesses, investors and other stakeholders,” she said.

Her remarks reinforced the report’s call for public relations to be recognised as a strategic management function that helps organisations build stakeholder confidence and achieve their objectives.

Former presidents reflect on the profession’s evolution

The conference also featured a panel discussion moderated by former PRAU president Tina Wamala, bringing together former presidents Cynthia Mpanga and Stephen Mwanga, alongside current president Irene Nakasiita.

The discussion explored the association’s history and the changing demands of public relations practice in Uganda.

Mpanga described her relationship with the profession as one rooted in a personal passion for communication and storytelling.

“For me, PR is a hobby,” she said.

Mwanga reflected on the profession’s transformation from a practice largely associated with media relations and press cuttings into a broader management function.

He highlighted the growing expectation for practitioners to understand organisational objectives and demonstrate how communication contributes to institutional performance, rather than measuring success solely through media coverage.

Nakasiita shared her experience at the Uganda Red Cross Society, where she joined during a period of leadership challenges. She described communication campaigns and media relations initiatives aimed at rebuilding public confidence.

Her account illustrated how strategic communication can help organisations restore trust, maintain relationships with donors and strengthen their public image.

PRAU charts the next 50 years

In her opening remarks, Nakasiita paid tribute to PRAU founder, the late James R. Mutabaazi, former presidents and members of the association’s Governing Council for their contributions to the development of the profession.

She said the Golden Jubilee provided an opportunity to celebrate the association’s achievements while considering how its founding values could guide future generations of communication professionals amid rapid technological change.

“Public Relations is about building relationships, reputation and partnerships that bring mutual understanding. It is the heart, not just the Press Release,” she said.

Nakasiita also thanked PRAU members for sustaining the association and advancing its mission of professionalising public relations in Uganda.

She acknowledged the support of partners from government, the financial sector, media, business and civil society, including Parliament of Uganda, Bank of Uganda, Pearl Bank, Uganda Revenue Authority, Deposit Protection Fund, Next Media, Capital Markets Authority, Ipsos, Stanbic Bank, New Vision, Uganda Red Cross Society and National Water and Sewerage Corporation, among others.

The week-long Golden Jubilee summit brought together communication practitioners and industry stakeholders for knowledge-sharing sessions, networking and reflection on the profession’s development.

The celebrations culminated in the 10th PRAU Excellence Awards, which recognised outstanding achievements in public relations and strategic communication.

Under the theme “Celebrating 50 Years of Professional Excellence, Shaping the Future of Public Relations,” the anniversary marked both a milestone in the association’s history and an opportunity to consider the skills, standards and strategic influence required to advance the profession over the next 50 years.