Public relations practitioners have been challenged to move beyond counting media mentions, event attendance and social media impressions and instead demonstrate how their campaigns influence public perceptions, behaviour and organisational performance.
The call was made during the 10th Public Relations Association of Uganda (PRAU) Excellence Awards in Jinja, where judges urged communication professionals to strengthen research, evaluation and evidence-based reporting to demonstrate the value of their work.
Dr Patricia Litho, Assistant Commissioner for Communication and Information Management at the Ministry of Energy and Rural Development and lead judge, said the assessment of more than 44 entries across the award categories revealed progress in creativity and strategic communication, but gaps remained in campaign research and measurement.
“We must move from measuring what we did to demonstrating what changed because of what we did,” Litho said.
She explained that media coverage and online engagement figures could show the reach of a campaign but were not sufficient to establish whether it had changed public attitudes, improved relationships or influenced behaviour.
“The true value of communication lies in its contribution to relationships, understanding, reputation, behaviour and organisational outcomes,” she said.
Litho urged practitioners to establish baselines before launching campaigns, track progress throughout implementation and use verifiable evidence to demonstrate results.
She also cautioned against relying on Advertising Value Equivalency (AVE) as the sole measure of public relations effectiveness, calling for more comprehensive approaches that connect communication activities to measurable outcomes.
The judges further recommended clearer eligibility rules and stronger conflict-of-interest safeguards to protect the independence and credibility of future PRAU Excellence Awards.
The panel also reported that no entry had been submitted in the Emerging Talent Award category, raising questions about the need to strengthen professional development and encourage greater participation by young practitioners.
Trust must remain at the centre of communication
The assessment came as PRAU marked 50 years of public relations practice in Uganda under the theme, “A Legacy in Gold: Honouring the Cream of Public Relations.”
Speaking at the ceremony, guest of honour Owek. Alhaji Osman Noor Ahmed, the Second Deputy Prime Minister of Busoga Kingdom, said public relations should be judged not by how much publicity an organisation generates, but by the trust it builds with the public.
“A well-designed communication campaign can create awareness, but a credible and honest communication strategy can build trust. Publicity may attract attention, but integrity sustains reputation,” he said.
Noor Ahmed called on practitioners to uphold truth, accuracy, transparency and accountability, including acknowledging mistakes and responding clearly to public concerns.
He also urged organisations operating in Busoga to invest in strategic communication to improve public understanding of development programmes, encourage community participation, attract investment and strengthen partnerships.
He encouraged practitioners to embrace artificial intelligence, social media and data analytics while safeguarding privacy, fairness and professional integrity.
Pearl Bank wins top campaign award
At the awards gala held at the Source of the Nile Hotel in Jinja City on Friday, Pearl Bank emerged the biggest winner, taking home four gold accolades, including the PR Crown Jewel Award for the best overall campaign.
The bank also won the Corporate Storytellers Award, Media Relations Gold Standard Award and Impact Beyond Profit Award.
Other winners included brainchild Burson, named PR Powerhouse of the Year; Lynn Nansirumbi, who won PR Rising Star; Uganda Breweries Limited, winner of the Policy and Persuasion Award; and TotalEnergies EP Uganda, which received the Culture Champions Award.
Airtel Uganda won the Reputation Champions Award, the Electricity Regulatory Authority took the Event Maestros Award, Uganda Red Cross Society won the Heart and Purpose Award, while Crown Beverages Limited received the Viral Gold Award.
PRAU President Irene Nakasiita said the entries were assessed against established criteria, with the judging process validated by PricewaterhouseCoopers (PwC).
The awards formed part of the association’s week-long golden jubilee celebrations, which included professional discussions, institutional visits and the launch of The State of the PR Profession in Uganda: A Desk Research-Based Point of View, prepared by Ipsos Uganda.
Founded on May 22, 1976, PRAU brings together public relations practitioners, communication specialists, brand managers and professionals in related disciplines, promoting professional standards and the growth of the industry in Uganda.
