Renowned communications strategist Sarah Kagingo was Thursday night honoured with the prestigious Lifetime Achievement Award at the 9th Public Relations Association of Uganda (PRAU) Excellence Awards, held at Protea Hotel Kampala.
The accolade celebrates her decades-long contribution to strengthening public relations, strategic communication, and reputation management in Uganda.
The ceremony, held under the theme “Recognising Innovation and Impact in Public Relations,” brought together industry leaders, corporate executives, policymakers, PR practitioners, media professionals, and development partners.
A senior communication specialist and the chief executive officer of Softpower Communications, Kagingo served as the PRAU president from September 2018 to December 2020.
Kagingo currently holds the position of Vice Chair on the Board of Directors for the Private Sector Foundation Uganda (PSFU) and is the CEO of SoftPower Communications. She previously served as the Principal Press Secretary to the Speaker of Parliament.
A Night of Celebration and Industry Excellence
PRAU President Irene Nakasiita opened the evening by welcoming guests from across the communication fraternity.
“We are thrilled to have you here with us tonight,” she said. “Thanks for making it, despite the busy December schedule. Please be comfortable, drink, eat, be happy, make friends and network. Thank you.”
In her keynote remarks, Nakasiita emphasised the growing relevance of strategic communication in an era of rapid change. “In this year’s edition of the PRAU Excellence Awards, we are not just celebrating winners, but innovators who have redefined what is possible in our profession through creative concepts that continue to prove that strategic communication is a powerful driver of trust, progress, and transformation,” she said.
She applauded all nominees and winners: “On behalf of the Governing Council and the PRAU association as a whole, I congratulate all the winners, finalists, and participants for raising the standards of professional excellence in Uganda’s public relations industry.”
Technology and AI Shaping the Future of PR
The awards theme reflected a sector undergoing major transformation. Uthman Mayanja, Country Senior Partner at PwC Uganda, underscored the growing influence of technology on communication practice.
“We are living in fast-changing times with many forces at play,” Mayanja said. “One of the biggest—possibly the most influential—is technology-driven disruption. At its centre is artificial intelligence. AI is no longer a distant concept; it is here, present, and reshaping every industry. But unlike many sectors that feel threatened, public relations stands to benefit enormously.”
Kagingo Celebrated for Transformative Contribution
The highlight of the evening was the recognition of Sarah Kagingo, whose award celebrates her long-standing leadership in communication, advocacy, and public affairs.
Kagingo has played a defining role in shaping Uganda’s modern PR landscape through public service, private-sector communication, and digital advocacy. PRAU hailed her as a “pillar of excellence” and a mentor to many emerging professionals.
The South African High Commissioner to Uganda, H.E. Solly Mollo, who served as Chief Guest, congratulated all honorees and encouraged cross-country collaboration in communication and visibility efforts.
He praised PRAU for “championing excellence and recognising individuals and organisations that continue to elevate the PR practice.”
Award Winners Across 13 Categories
This year, 13 winners were honoured across competitive categories that reflect the breadth of Uganda’s communication ecosystem.
The winners included:
- Student Award: Danniella Makiika – Uganda Martyrs University
- Young Communicator of the Year: Gaaba Lakel Maria
- Best Media Relations and Media Management Campaign: UEDCL
- Best Event/Experiential Campaign: MultiChoice Uganda
- Best Internal Communication Campaign: Uganda Baati Limited / MAAD McCANN
- Best Crisis Communication: Equity Bank Uganda Limited / Capital One Group
- Best CSR and ESG Campaign: NCBA Bank
- Best Public Affairs Campaign: UEDCL
- Best Corporate Communication Campaign: DFCU Bank / Capital One Group
- Best Not-for-Profit Campaign: Sauti Plus / Reach a Hand Uganda
- Best Social/Digital Communication Campaign: Serene Beauty
- Best PR Agency: Node Group
- Best Overall PR Campaign: Serene Beauty
PRAU also acknowledged the support of institutions and partners who made the 9th edition possible. Sponsors included Bank of Uganda, PwC, NBS TV, AfroMobile App, NextCom, UBC TV, Affinity Media, UNOC, Crown Beverages, Electricity Regulatory Authority, Uganda Civil Aviation Authority, MTN Uganda, UEDCL, Galaxy FM & TV, CEO East Africa Magazine, SoftPower Communications, Guide2Uganda, The Independent Magazine, PML Daily, Comms of Africa, and the Office of the Auditor General.
Meanwhile, past PRAU presidents and the current governing council were celebrated for their leadership and continued contribution to strengthening Uganda’s PR industry.
