The Deputy Speaker, Rt Hon Thomas Tayebwa, has urged Public Relations professionals to use their prowess and build the image of Uganda.
“What is Uganda known for?” PR can shape the image of the country,” he said while reiterating the importance of PR in nation-building.
He said this while opening the 3rd National Public Relations Symposium organised by the Public Relations Association of Uganda (PRAU) at the Golf Course Hotel on Friday, June 7, 2024.
He challenged Public Relations practitioners and their counterparts in the media industry to shape the national ethos of Uganda, turn negative thoughts into positive actions, and use media platforms to build a decent image of our country.
The Deputy Speaker urged PRAU to continue the discussions on the possibility of elevating the association into a professional body and pledged to support the process.
“As leaders, we have a lot to do that impacts our country’s image, but if you can’t agree with your government, at least love your country. It’s self-defeating to promote yourself without promoting your country because people look at the bigger picture and the whole ecosystem of a country,” he said.
He also encouraged participants to embrace a saving culture, start small and think big, and create actionable and achievable goals.
Speaking during a panel discussion, Galaxy FM CEO Dr Innocent Nahabwe, said the biggest challenge for those practising public relations is a challenge with numbers and using the numbers very well.
“Refining the numbers and making them more palatable for the people consuming them cannot be overstated. The use of research is also critical,” he noted.
ESG
The symposium also called for the need to communicate the impact of Sustainability and Environmental, Social and Governance (ESG) efforts made by organisations as well as the need for partnerships to harness and support sustainability initiatives.
Cathy Adengo, the Head of Sustainability at Stanbic Bank, said if lives and the environment are not being improved, then the purpose of the organization is not being achieved.
She said communication is crucial as it conveys what it means to improve the environment.
Eunice Waweru, the Finance and Strategy Director at Uganda Breweries Limited, said they consider what affects communities i.e. alcohol consumption, gender equality, and diversity through training and education for women.
Tony Otoa, the Chief Corporate Affairs Officer at Uganda National Oil Company (UNOC) said they are working with communities on what impact they have on the environment.
He cited social relations like aspects of education and women, the girl child and the livelihoods of people in areas of operation.
“Everyone is impacted by the oil and gas industry. Everything we do has an impact on the next investor. The shareholders make decisions based on the activities,” he noted.
