The Vice President, Jessica Alupo, has rallied public relations professionals under the Public Relations Association of Uganda (PRAU) to use their power and expertise to propel unity in society as well as strengthen the spirit of the East African Community.

The Vice President said all Africans are one and have for long, suffered artificial borders that distort the potential of people to trade, to communicate, to exercise their sisterhood and brotherhood.

"We need to Sustain the narrative of unity of the African people to sustain brotherhood and sisterhood, and in the end, benefit from the market potential of the one billion people."

The Vice President made the remarks at the official opening ceremony of the East Africa Public Relations Week (EAPRW), currently underway at the Nile Resort in Jinja under the theme; Advancing Public Relations Excellence for East African Unity".

The conference, convened in rotation between member states, is hosted by Uganda, by the Public Relations Association of Uganda (PRAU).

The Vice President acknowledged the contribution of PR professionals to a better world through communication for development efforts in various areas like environmental sustainability programmes and global environmental conservation, principles of democracy, Science, research and innovation. "All these depend on professional communication, for tangible results", Alupo intimated.

The Vice President congratulated the association on their milestones and on the mentorship role they play as professional communicators.

Chris Baryomunsi, the ICT Minister who doubles as the PRAU patron, said the association had created invaluable approaches in their work, to foster economic transformation and development across the country.

He emphasized that as a government, they have expanded the media landscape, from one radio station to about 330 radio stations and over 40 television stations hence increasing the ease of access to information.

Baryomunsi noted that this progress had come with advantages, benefits and challenges

The minister referenced the recent homosexuality bill-now an Act of Parliament, saying that as the government, they are not apologetic because government and Parliament legislate for the people, in the public interest.

He reminded the public relations officers of the critical role and responsibilities they hold to tell our stories and to make sure that people across the world see that Africa is a very valued continent. He pledged government's support in the actualisation of the PRAU agenda.

Tina Wamala, the PRAU President, said that the body will establish a communications commission with accreditation for observer status at the East African Community.

She rallied her colleagues to tell “our own stories to shape our narrative.” “For years, we have created a gap that provided for an opportunity for others to tell our own stories and in so doing, they have distorted and tarnished our image and identity," she remarked.

The conference brought together participants from South Sudan, Kenya, Tanzania, Burundi, Nigeria and Zambia.