PRAU Marks Golden Jubilee with Landmark Report Highlighting Tech and Standards

The Public Relations Association of Uganda (PRAU) has marked its 50th anniversary with a landmark week-long summit held at the Source of the Nile Hotel in Jinja City. As part of the Golden Jubilee celebrations, Ipsos Uganda launched the State of the PR Profession in Uganda report, which examines how the industry has evolved from basic media relations into a critical strategic management function.

Organized around three key themes—Foundation, Friction, and the Future—the report draws on desk research and insights from Ugandan communication experts. Ruth Ruigu, Country Manager at Ipsos Uganda, noted that the findings emphasize the need for stronger professional capabilities, better measurement of communication outcomes, and a greater role in organizational decision-making. Notably, the report reveals that 74.1% of surveyed practitioners believe artificial intelligence enhances human expertise rather than replacing it. Additionally, media consumption data in the report shows radio leading with an 82% reach among active users, followed by television at 44%, the internet at 33%, and newspapers at 9%.

President Yoweri Kaguta Museveni congratulated PRAU on its milestone in a message delivered by Hon. Joyce Juliet Nabbosa Ssebugwawo, the Minister of State for ICT and National Guidance. The President stressed the importance of accurate communication and fighting misinformation, noting that public relations plays a vital role in nation-building and explaining government programmes to citizens. Virtual keynote speaker Professor Michele Mekeme of the African Public Relations Association also urged practitioners to secure a seat at the table in shaping institutional decisions rather than merely distributing information after the fact.

Reflecting on the association’s history, current PRAU President Irene Nakasiita paid tribute to founder James R. Mutabaazi and past leaders. A panel featuring former presidents Tina Wamala, Cynthia Mpanga, and Stephen Mwanga explored how the profession has transformed over the decades. The milestone event culminated in the 10th PRAU Excellence Awards, celebrating top achievements in Uganda’s communication sector.

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