By Cynthia Mpanga

 We are currently operating and living in a volatile, Uncertain, complex and ambiguous environment as information travels at the speed of light and stakeholders are more interconnected than ever before in history besides the other socio-economic factors that influence our circumstances.

This implies that for the long-term survival of companies, they really need to generate value in present and the future while being productive and more resilient.

At the forefront to support businesses navigate these challenges and create public goodwill through proactive stakeholder management, managing external and internal communications, Issues Management, Brand and Reputation Management, Regulation Management, event management, running sustainability initiatives or CSR as is commonly known and managing crises were Public Relation Officers (PROs) who fanned the flames of fake news and scampered around managing corporate, government and personality reputations as they came under fire from the netizens and general public for various reasons.

Despite all the strategic roles of PROs, I have always found it quite intriguing that often times most people feel they know nothing or little of what they do with most summarising what they do as “being event organizers or people who put up branding and put people in the news.”

For people who position and build brands, it's our failing when we don’t continuously make an effort to articulate what we do or what Public Relations (PR) is about. So simply stated, PR is the discipline that looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Some of the key PR initiatives that the industry witnessed in 2022 included; Nyege Nyege festival by Talent Africa Group, MTN Kampala marathon, Rotary cancer run, Airtel - Uganda Needs More of you campaign, Kampala Capital City Authority's (KCCA) citywide sensitization campaigns against Ebola disease as well as the road safety mass media campaign to reduce speeding ahead of festive season campaign,  The Uganda Bureau of Statistics (UBOS) campaign to increase public awareness of the National Population and Housing Census and MTN Uganda Hip Hop awards.

Perhaps the most emotive PR campaign for me was Airtel Uganda’s “One love campaign” which aimed at sensitizing Ugandans on the importance of love and how it can be used to bring about positive change in society.

PROs were also central to driving several industry partnership rollouts, mass communication and sensitization campaigns using webinars. Twitter spaces emerged strongly as a new and formidable platform where public dialogue, debates, campaign launches and profiling of brands happened.

With the strategic role of Public Relations continuing to differentiate and position brands, PR is no longer ‘a nice to have’ it is a ‘must have.’

As we continue to progress in a society that’s continuously transformed by technological advancement and the way we interact with the world around us continues to change rapidly, Public Relations is going to have a big year 2023 and all PROs should be poised to make the most of the emerging trends to add value.

Here are some of the top Public Relations trends to look out for in 2023: 

Increased use of Artificial Intelligence and machine learning: As artificial intelligence (AI) continues to develop, it is also becoming increasingly important in the world of Public Relations as it is automating tasks such as media monitoring, analysing data, and creating reports. PR professionals should therefore adapt and utilise tools that save them time and streamline their work. 

Social media and social media marketing; Social media platforms provide a powerful way to reach, interact with and connect large numbers of people quickly and easily, globally. It is therefore an essential part of public relations, and this trend will only continue to grow in the years to come. In 2023, we can expect to see even more PR professionals using social media to connect with their target audiences, handle customer service issues and create stronger relationships with the public as most people are more likely to trust a company if they are able to connect with them online. 

We also can’t rule out the emergence of new platforms that will change the way public relations is done. These platforms may be specific to certain industries or demographics. It will be important for PR professionals to stay up-to-date on the latest platforms and understand how to use them effectively.

Storytelling and content marketing; content is one of the most effective ways to build relationships with customers and create loyalty.

Additionally, content is a great way to showcase leaders' expertise and knowledge in their fields, which creates confidence and helps companies attract new customers.

As for storytelling, it is a very effective and emotive way to communicate a message than simply stating facts. When a story is well-told, it engages the listener and makes them more likely to remember the message.

Video content is king; With the rise of platforms such as YouTube, TikTok and Snapchat, video content is becoming increasingly important. In 2023, we can expect to see even more PR professionals using videos, animations, gifs etc to communicate their messages. Video being visual has leverage over reading and listening as it encompasses all when subtitles are used so it is a powerful tool for engaging with audiences and creating a strong brand presence. 

Influencer marketing and use of brand ambassadors; content creators are becoming an increasing sensation in public relations as they have a large reach and can be effective at connecting with audiences.

You only need to view the impact of Makanika - Uncle Mo’s videos to see the impact of this trend. I personally love the way he uses humour, candour, relatability to his audience, originality and authenticity to deliver impactful messages or brand positioning.

 In 2023, we can expect to see even more PR professionals working with influencers and brand ambassadors to promote their brands and messages.

Brand reputation: Since a good reputation can help a company attract customers, employees, and investors, while a bad reputation can damage it, PROs need to be more careful than ever before about the reputation and behaviour of their organizations as the internet has made it easier for people to share their opinions and attack brands online.

Crisis management: The rise of social media has made it easier for a crisis to spread quickly and reach large audiences in no time. Publicists, therefore, need to be equipped, supported and empowered by senior management in various organizations to quickly but effectively handle crises before they spiral out of control to become a major problem.

Digital and mobile media growth: Digital and mobile media will continue to grow as a trend in PR in 2023 because they are efficient and effective ways to communicate with the public. They provide a platform for organisations to share their stories and connect with their audiences in a way that is convenient and easily accessible using owned media.

Data and analytics usage: like they say, data is the new oil so if you cannot measure it, probably don’t bother with it.  PROs need to tangibly demonstrate their impact by measuring their impact and contribution to the wider business strategy.

In 2023 we have access to several tools that enable organizations measure, track and analyse their brand impact or PR campaigns on key metrics such as website traffic, digital marketing impact, and brand awareness. This information can then be used to make better decisions and improve brands overall performance. PR professionals will therefore need to use data and analytics to measure and track the impact.

As I wind up, for Public Relations to earn its seat at the table and be prioritized as a strategic function, it needs to be hinged on ethics, professionalism, and transparency.

Even though the public relations practice is vital to the dissemination of information to the public and is crucial to the full realization of the right to information under article 41 of the constitution and the access to Information Act, 2005, public relations practice in Uganda is still not regulated by the state.

This has given rise to indisciplined and corrupt unprofessional persons masquerading as public relations practitioners. These persons have led to an upheaval in this profession as they miscommunicate, spread malicious communications, and extort monies from the unsuspecting public to the detriment of the profession.

PROs, therefore, need to collaborate more and be affiliated to their professional umbrella body - The Public Relations Association of Uganda (PRAU) to be able to advocate, share best practice, upskill and grow their trade.

It’s also important that all PROs and various stakeholders support PRAU as it finalizes its draft bill which will establish a legal framework to govern public relations in Uganda and a code of conduct for PR practitioners which will transform our profession for the better.

The writer is the Corporate Affairs Manager – Standard Chartered Bank Uganda and Past President – Public Relations Association of Uganda