President Museveni Calls for Stronger Strategic Communication as PRAU Marks 50 Years

Uganda’s development story must go beyond government reports and official statements to reach citizens, investors and the wider world. President Yoweri Kaguta Museveni has challenged public relations professionals to lead this effort through truthful communication, stronger institutional reputations, and effective promotion of the country’s investment opportunities. The President made the call in a speech delivered on his behalf by the Minister of State for ICT and National Guidance, Hon. Joyce Juliet Nabosa Ssebugwawo, during the opening of the Public Relations Association of Uganda (PRAU) Golden Jubilee Conference on 21st October 2026 at the Source of the Nile Hotel in Jinja City. The conference marks 50 years since PRAU was established in 1976 to unite communication practitioners and promote professional standards in Uganda. In his message, President Museveni congratulated the Association on the milestone and urged practitioners to strengthen their skills, uphold ethical standards and promote truthful communication. He highlighted government investments in infrastructure, industrialisation, commercial agriculture and household income programmes, including the Parish Development Model and Emyooga, noting their role in supporting economic growth and job creation. "As professionals driving public relations and strategic communications, your role in projecting Uganda's true narrative, managing institutional reputations and communicating these profound development milestones to local and global stakeholders cannot be overstated," the President said. Earlier, PRAU President Irene Nakasiita, the Association's 13th President for the 2025–2027 term, thanked the Ministry of ICT and National Guidance for supporting the profession. She welcomed the recently launched National Communication Policy and encouraged practitioners to embrace artificial intelligence to improve their work while maintaining creativity, professional judgement and ethical standards. Nakasiita pledged continued collaboration with the Ministry to strengthen professional communication and promote Uganda's image internationally. The celebrations also recognised PRAU's founding leadership and past presidents, followed by the unveiling of the Golden Jubilee commemorations and a symbolic cake-cutting ceremony led by Hon. Ssebugwawo. As PRAU enters its next 50 years, the conference highlighted the need for communication professionals to embrace emerging technologies, uphold professional standards and strengthen public understanding of national development programmes.