PROS tasked with providing engaging information

MUKONO-Public Relation Officers (PROs) have been tasked with providing well-packaged information, which engages different media platforms.

The leadership of the PROs is concerned about the current dynamics, where the traditional media is facing competition from social media.

According to Sarah Kagingo, the president of Public Relations Officers' Association Uganda, PRAU, and PROs must consider all these shifts.

"The way people receive news has changed people no longer wait to receive news from the journalists but they access it through their phones on social media." She made the remarks at the PRAU master class training at Roofing Uganda in Mukono district on Friday.

Kagingo advised them to be strategic if they are to contribute to national development. She noted that the economic development of a country depends on how you handle issues relating to your company to attract the market.

A cross-section of Public Relation Association members of (PRAU) touring Roofing. (Photo by Wilfred Sanya )

She said many editors receive press releases, which lack content for publication. She told them to write press releases that attract public attention with something for them to learn.

She advised public relation officers to write content that persuades editors to publish it in the media.

Kagingo noted that mobile phones have about 14 million registered users of whom the majority no longer have to rely on television (TV) to watch the news but use phones.

She said more people join facebook to watch TV live, calling upon PRAU to be innovative to fit the media landscape today. "Today people are able to watch what is taking place in the World and you wonder how many people will continue watching TV in future".

She told the PRAU media practitioners to build relations with the media and to always respond directly if issues are raised on social media.

The Nation Media Group Public Editor Charles Bichachi told PRAU members that they should move away from the traditional way of dealing with the news. Bichachi said that although traditional newspapers publish accurate information and make correction in case of an error, social media content is left an addressed.

"Today the readers would like to read something which impacts their lives. People want to read about innovation, themselves and new things. They do not want to read things, which scare them. Media space is getting limited that you must have good stories that attract coverage," said Bichachi.

He advised PRAU members to write press releases with content to editors for publication. He said people would like to have functional stories, which drive their interests that is why we find so many magazines on the market because they want to read about themselves. 

Bichachi said PRAU members should put up adverts that can easily be understood by people to drive their desires, noting that native way of advertising is no longer utilised, with people running adverts on social media instead of newspapers.

He cited an example of National Social Security Fund (NSSF) advert showing people coming up with an idea of informing the public on saving and how the retired couple utilised their saving, as a marketing strategy.

The deputy public relation officer Parliament, Hellen Kaweesa said that the roles of PRAU members have continued to grow with over 300 registered members currently. She said as practitioners they should endeavor to see that they get certified. She said that the government is planning to come up with a law to have Practitioners certified.