PRAU marks 50 years as communicators grapple with misinformation, digital disruption
"The rise of digital platforms has fundamentally changed how institutions communicate with their audiences. Our 50th Anniversary is an opportunity to honour the pioneers who laid the foundation of public relations in Uganda, celebrate the practitioners who continue to elevate the profession, and inspire the next generation to carry it forward with integrity, innovation and excellence," Nakasiita said.
PRAU members after the press conference at UBC auditorium on Thursday October 8th ahead of the 50th anniversary cerebrations.
KAMPALA - As misinformation, disinformation and rapid technological change continue to reshape the communications landscape, public relations professionals say the industry must adapt to protect trust, institutional credibility and public confidence.
The call comes as the Public Relations Association of Uganda (PRAU) prepares to celebrate 50 years of advancing professional communication in Uganda through a Golden Jubilee Summit scheduled for October 20-23, 2026, at the Source of the Nile Hotel in Jinja City.
Speaking at a press conference in Kampala on October 8, 2026, PRAU President Irene Nakasiita said the profession is operating in an increasingly complex environment where communication practitioners must respond to emerging technologies and evolving public expectations.
"The rise of digital platforms has fundamentally changed how institutions communicate with their audiences. Our 50th Anniversary is an opportunity to honour the pioneers who laid the foundation of public relations in Uganda, celebrate the practitioners who continue to elevate the profession, and inspire the next generation to carry it forward with integrity, innovation and excellence," Nakasiita said.
To be held under the theme: Celebrating 50 Years of Professional Excellence; Shaping the Future of Public Relations, the Golden Jubilee is expected to reflect on the profession's evolution since PRAU's founding on May 22, 1976, while exploring strategies for navigating the digital era.
Nakasiita said reaching the milestone demonstrates the growing importance of strategic communication in strengthening stakeholder trust, building institutional credibility and supporting national development.
"Reaching 50 years is not just a celebration of our longevity as an association; it is recognition of the increasing value of strategic communication in building institutional credibility, strengthening stakeholder trust and supporting national development," she said.
Expanded role
Communication professionals say the digital age has expanded their role beyond information sharing to include combating misinformation, managing organisational reputation and engaging stakeholders in real time.
Patrick Ezaga, the director of communications at the Deposit Protection Fund, said organisations are increasingly recognising communication as a strategic function rather than a support service.
He added that communicators now play a critical role in shaping public perception, fostering trust and ensuring institutions remain accountable to their stakeholders amid growing concerns about false information online.
Strengthening standards
PRAU immediate past president and chairperson of the Golden Jubilee organising committee Tina Wamala said the profession must use the anniversary to strengthen standards and prepare for future challenges.
"This Golden Jubilee is not simply an opportunity to look back at our achievements. It is an opportunity to reflect on how we can further professionalise our industry, mentor the next generation of practitioners and continue shaping Uganda's narrative with integrity," Wamala said.
The profession has changed significantly over the past five decades. What began as a largely administrative information-dissemination function has evolved into a strategic management discipline focused on reputation management, stakeholder engagement, crisis communication and leadership advisory services.
Wilfred Senyange, the manager of communications and public relations at Uganda Broadcasting Corporation, said organisations have increasingly embraced communication as a critical tool for public engagement and crisis management.
"Many entities previously operated without communication departments. Today, almost every organisation has realised the importance of communication in disseminating relevant information to the public and building a positive institutional image," Senyange said.
PR history in Uganda
Public relations in Uganda traces its roots to the colonial administration, when government information officers were responsible for disseminating official information.
Over the years, economic liberalisation, the expansion of independent media, growth in telecommunications and the rise of digital technology have accelerated demand for skilled communication professionals.
New challenges
Today, industry leaders say the profession faces a new challenge: Maintaining public trust in an era of instant information, artificial intelligence, online misinformation and heightened scrutiny of institutions.
The four-day Golden Jubilee Summit is expected to feature professional development sessions, panel discussions and networking engagements focused on the future of communication. The celebrations will culminate in the 10th PRAU Excellence Awards, which will recognise individuals, campaigns and organisations that have made significant contributions to public relations and strategic communication in Uganda.