PUBLIC relations professionals should provide the necessary oversight to minimise corruption and maintain transparency while conducting public affairs.
â€œNone of the professions need corporate governance and accountability like the PR profession because its staple diet is reputation management,â€ Shabanji Opuka, a leading public relations consultant in Kenya, said.
â€œTransparency International index on corruption keeps showing evidence of massive corruption in Africa. The challenge to the profession is how to escape this malaise and keep growing business and managing reputation of clients successfully and profitably in both the government and private sectors.â€
Opuka was speaking at the Public Relations Association of Uganda Excellence Awardsâ€™ ceremony at the Kampala Serena Hotel recently.
He added that given the growth in opportunities and explosion of communication maintaining integrity remains a challenge for all especially those whose day job is to manage the reputation of leaders, countries and companies.
â€œThe challenge to PR professionals must be how we change with the times, how we manage reputations at the time of change and how far we distance ourselves and organizations from sleaze, corruption and abuse of human rights,â€ he said.
Opuka noted that that the discovery of oil in Uganda presents exciting opportunities for PR practitioners in the East African region.
Public relations practitioners tipped