Sarah Kagingo Promises to Revolutionize PRAU to Match Global Trends

Sarah Kagingo, one of the contestants for the Public Relations Association of Uganda (PRAU) presidency has promised to cause a tectonic change within the body if elected leader.

PRAU is set to elect its new leadership on Saturday at Fairway hotel after the expiry of the current governing council’s term of 2 years.

According to Kagingo, the public relations industry has for the last 10 years seen a rapid growth precipitated by the internet but noted there is need to see how to tap in on the opportunities as well as deal with the challenges that come with it.

She said there is need to reach out to other organizations including Uganda Bankers Association, Uganda Insurers Association, Government Communicators Forum, Uganda Advertising Association with a view of recruiting more members to PRAU.

“There is need to sign Memoranda of Understanding that would ensure PRAU members are given top priority during recruitments and agency hiring,” Kagingo who is the Managing Editor of SoftPower News says.

She says that media entities including the National Association of Broadcasters (NAB), Uganda Media Owners Association (UMOA), Online Media Publishers Association (OMPA) and Independent Online Journalists Association (INDOJA) ought to be brought on board for a better working relationship with the public relations officers’ body.

“Forming strategic alliances with other sister organizations such as Uganda Marketing Society (UMS) with an aim of engaging government on statutory recognition for professional service associations will greatly help grow and attract recognition for PRAU.”

“I will champion the formation of a strong functioning secretariat that lives and breathes PRAU and with a dedicated executive director capable of engaging on behalf of members.”

She adds there is need for setting regulation and standards on dealing with their clients as well as reaching out to universities for closer relationship between PRAU and public relations students.