Public Relations (PR) professionals are the unsung guardians of brand reputation and ensuring authenticity in all interactions, Sanjay Rughani, the Chief Executive Officer of Standard Chartered Bank Uganda, has said.
“It’s less about talking and more about meaningful engagement. Genuine connections foster trust and loyalty with your brand,” he said on Friday while speaking at this year’s National Public Relations Symposium organised by the Public Relations Associations of Uganda (PRAU) at the Golf Course Hotel in Kampala.
According to him, there is never been a better time to be a PR professional because every day presents unique opportunities with profound impacts if well leveraged.
“In today’s information-saturated world, it’s crucial to ensure the public perceives us positively. PR is not just about media, it’s about managing the image and reputation of a brand,” he noted.
He said the sector hasn’t fully utilized Public Relations to strengthen client relationships, noting that PR is about engaging with the audience in a language they understand.
“There is no limit to where you can go. If you can imagine it, you can achieve it. Set clear goals, understand your target audience, and cultivate a deep appetite for learning. Everything you desire will come within reach.”
In her opening remarks, PRAU President Tina Wamala said that the communication landscape has undergone an evolution in recent years, propelled by technological advancements, fluctuating consumer behaviours and an increasingly interconnected global community.
“As leaders in the field, it is incumbent upon us to embrace this evolution, to adapt and innovate in response to the ever-changing needs and expectations of our stakeholders.”
She said success lies in the ability to seamlessly integrate new approaches into holistic and data-driven strategies.
“Today’s theme is Advancing PR Excellence through Emerging Trends. We feel this is a befitting theme because we need to equip ourselves with tools and resources to navigate the changes our landscape presents and also to learn to harness digital transformation,” she noted.
The lens of a CEO
While speaking during a panel discussion on “The role of public relations in the lens of a CEO” moderated by Don Wanyama, the Vision Group CEO, Sanjay tipped PR practitioners on the best ways to relate with CEOs.
“Get to the point, brainstorm about it before meeting, exhibit confidence and demonstrate Impact.”
He advised PR practitioners to be alert to the environment in which they exist. “Every time you manage a crisis, you build your reputation.”
On his part, John Musinguzi Rujoki, the Commissioner General of Uganda Revenue Authority (URA), said the gap in tax education can be closed by PR.
“CEOs and government agency managers now realise that PR and communication are the only ways to go. We need experts to break down the complex messages in tax education to reach out to the population,” he noted.
He said public relations officers should enthuse themselves of the business they represent because PR is critical and needs more resources.
“Every Financial Year the tax laws change causing a big knowledge gap between taxpayers and the Taxman. Therefore it’s the role of the communicators at URA to break these complexities down to support taxpayers in meeting their obligations.”
He went on: “As PR practitioners understand what you are selling, break it down into palatable and enjoyable information for your various audiences. The moment you demonstrate agility, skill and an in-depth understanding of your clients/stakeholders/CEOs’ minds, the sky will not limit you.”
He added: “When you travel abroad and get your VAT refund on exit, this is facilitated by technologies like EFRIS. Why would anyone resist a technology that simplifies your work, eases refund management processes, and even quickens the returns filing process? EFRIS is a game changer for both URA and the taxpayer.”
Dr Barirega Akankwasah, the Executive Director of the National Environment Management Authority (NEMA), said that reputation management is important in engaging with the public
“Environmental, Social and Governance (ESG) principles at the heart of the way we do business – driving sustainability with impact. PROs must practice in the industry they believe in as one cannot position what they do not believe in.”
He added: “Continually seek information without fail. Tell how you struggled to succeed, not how you failed.”
To him, PROs must be present at the board level to have all crucial information.
Nicholas Lutakome, CEO of CIC General Insurance, emphasized the importance of demonstrating value for public relations activities.
He urged PR practitioners to find ways to create value, adding more context and knowledge to their work.
“In PR, the first customer is our staff, who not only give feedback but relay it to the public. PR comes in to break down information about the insurance sector to the public,” he said.
Several sector players, including PSFU Board Vice Chairperson, Sarah Kagingo; the Principal Public Relations Officer for National Medical Stores (NMS), Sheila Nduhukire; the Electoral Commission Spokesperson, John Mucunguzi and the URA Assistant Commissioner for Public and Cooperate Affairs, Ibrahim Bbosa, among others, attended the symposium.
