Experts urge communicators to rethink identity, embrace boardroom leadership

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Public relations practitioners have been urged to reimagine their roles, discard outdated job labels and build competencies in digital strategy, data analytics and leadership if they are to remain relevant and claim their place in boardrooms.

The message was delivered during the fourth Public Relations Association of Uganda (PRAU) Symposium on July 25, 2025, at the Imperial Royale Hotel in Kampala city.

Held under the theme: From Strategy to the C-Suite: Elevating PR to the Boardroom, the symposium attracted professionals and thought leaders from diverse sectors to reflect on the role of PR in Uganda’s evolving leadership and governance landscape.

Peter Kimbowa, the chairperson of CEO Summit Uganda, urged communicators to abandon traditional titles such as “PR officers” and “personal assistants,” arguing that they no longer reflect the complexity and impact of today’s roles.

“These roles were defined over 80 years ago. The world has changed. A personal assistant is now a knowledge manager. A PR officer should be a digital media consultant,” he said, adding that influence today is not conferred, but earned.

Kimbowa criticised the tendency among PR professionals to act reactively, only surfacing during crises.

He said the future belongs to those who are predictive, data-driven and equipped with artificial intelligence knowledge and analytics tools.

“You must be able to tell us what a 15-year-old will think of the company in five years,” he stressed.

Janet Navvuga, founder of Journey to the Boardroom, emphasised stakeholder management as central to success in communication leadership.

She encouraged communicators to map and rank their stakeholders and tailor engagement strategies based on their influence and interest.

“You don’t apply to enter the boardroom; you are invited. And when you are green, you grow; when you are ripe, you rot,” she warned, urging participants to always stay curious and ready to learn.

In a similar vein, Dison Bosco Okumu, the CEO of the Institute of Corporate Governance of Uganda, underscored the values of integrity, intelligence and energy as key traits for anyone aiming to sit in boardrooms.

He said communicators must embrace accountability and trust, and noted that excellence in execution is the surest ticket to governance spaces.

“There’s no right way to do a wrong thing. If you can’t deliver on the basics, you’re not fit for the boardroom,” he cautioned.

He also advocated for reverse mentoring, calling on older leaders to create platforms where young professionals can share ideas and influence direction.

Build personal brands

Flavia Tumusiime, the head of broadcast at Nation Media Group, encouraged professionals to take personal branding seriously and not shy away from ambition.

L-R: Crystal Newman, a Uganda Media Personality, Head of Broadcast Nation Media Group, Flavia Tumusiime, and Public Relations Manager, Capital MARKETS Authority, Lyn Tukei on a panel during the National Public Relations Symposium on Friday, July 25, 2025, at Imperial Royale Hotel, Kampala. (Photo by Miriam Najjingo)

She said the most powerful brands are built intentionally and consistently across all platforms.

“When you speak, we should see you for you. The reason you try to be humble is because your ambitions are not big enough,” she said.

Similarly, Crystal Newman, a seasoned media personality, stressed the need for a strong value system, saying it had enabled her to navigate different spaces without compromising her integrity.

She added that every action and decision should contribute positively to one’s brand.

Lyn Tukei, the PR manager at the Capital Markets Authority, defined personal branding as an act of self-leadership and encouraged communicators to articulate their value and speak up in relevant spaces.

“Keeping quiet won’t help you. Being visible is how you lead,” she noted.



Odrek Rwabogo, Senior Presidential Advisor, made a case for moving from mere public relations to deeper communication strategies rooted in societal understanding and leadership.

He said communicators must learn to project vision, write compellingly, and manage their emotions, especially under pressure.

“Some people are designed to make you angry, don’t fall for it. Speak in ways that serve many, not just one person,” he said.

Rwabogo also welcomed PRAU’s efforts to collaborate with other sectors to professionalise the field of communication, adding that communicators should understand the economic and social ecosystems of their audiences.

“You cannot represent a pharmaceutical company effectively if you don’t know your customers grow coffee and sell it to survive,” he said.

The PRAU bill

PRAU president Irene Nakasiita reaffirmed the association’s commitment to strengthening the profession and positioning PR practitioners for leadership.

She revealed that PRAU drafted a bill aimed at regulating the public relations profession in Uganda and called on all stakeholders to contribute to shaping it.

Nakasiita noted that with PRAU set to mark 50 years in 2026, the moment calls for reflection.

“At this point, what do we have to show for it? It’s an opportunity to coordinate and connect, but more importantly, we must define how this profession is practised and how we can institutionalise it through legislation through the bill,” she said.