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Strategic communication must go beyond headlines, Lumumba tells PR professionals
Kampala, Uganda | NEWS CORRESPONDENT | Strategic communication should be embedded in leadership and decision-making rather than limited to media publicity, the Minister for Information, Communications Technology and National Guidance, Justine Kasule Lumumba, has said.
Speaking as chief guest at the 5th National Public Relations Symposium organised by the Public Relations Association of Uganda (PRAU) in Kampala recently, Lumumba urged communication professionals to move beyond traditional media engagement and position public relations as a strategic function that shapes organisational performance, governance and public trust.
Held at Golf Course Hotel under the theme, “Beyond Headlines: Strategic Communication for Effective Organisations,” the symposium brought together communications professionals, policymakers, corporate leaders, government communicators, development practitioners, academics, students and international public relations experts to discuss the evolving role of strategic communication in Uganda’s development.
Lumumba, who is also the patron of PRAU, said organisations are increasingly being judged not only by their actions but also by how effectively they communicate those actions.
“Today, every organisation, and every individual, is subject to public scrutiny. Organisations are judged not only by what they do but also by how effectively they communicate what they do,” she said.
She added that issuing press releases and responding only after crises occur is no longer sufficient, arguing that strategic communication should become an integral part of leadership, governance, institutional performance and national confidence.
The minister also highlighted the impact of rapid technological advancement on communication, saying digital platforms have accelerated the spread of information while also increasing the risk of misinformation and reputational damage.
Although technology has expanded opportunities for engagement and public outreach, she cautioned communicators to remain vigilant against the growing threat of false information and the speed at which reputational crises can unfold.
Lumumba commended the PRAU Governing Council for organising the symposium and pledged government support towards the association’s 50th anniversary celebrations scheduled for October.
PRAU President Irene Nakasiita said the annual symposium continues to serve as an important platform for professional development, knowledge sharing and networking among communication practitioners.
“This symposium serves as a platform for knowledge exchange, networking and professional growth. We welcome you all and encourage participants to make the most of the discussions and learning opportunities,” Nakasiita said.
The symposium featured a fireside chat, panel discussions, a question-and-answer session, professional networking and a cocktail dinner.
Immediate Past PRAU President Tina Wamala used the event to outline preparations for the association’s Golden Jubilee celebrations, describing the milestone as an opportunity to strengthen professionalism within Uganda’s public relations industry.
She said the anniversary campaign began with the PRAU Run held on May 22, 2026, marking the association’s founding date, and will culminate in celebrations recognising 50 years of impact, 50 influential stories and 50 outstanding practitioners who have shaped the profession.
Wamala said the celebrations will attract a broad audience, including chief executives, board members, marketers, policymakers and communications professionals, with the aim of strengthening the role of public relations in organisational leadership.
“Our objective is clear: to ensure that public relations has a permanent and influential seat at every strategic decision-making table, especially in boardrooms,” she said.
This year’s symposium was supported by the Bank of Uganda, Microfinance Support Centre, Psalms Food Industries Limited, Crown Beverages Limited, Affinity Media, NRG Radio, Galaxy FM, QVibes, Uganda Red Cross Society, MultiChoice Uganda, Business Times Uganda, National Water and Sewerage Corporation, Shylo Enterprises, and the Uganda Electoral Commission.
