President Museveni has called on public relations professionals to intensify efforts to position Uganda as an investment destination, arguing that effective communication is essential to attracting investors and accelerating the country's socioeconomic transformation. The message was delivered by State Minister for ICT and National Guidance Joyce Nabbosa Ssebugwawo during the golden jubilee celebrations of the Public Relations Association of Uganda (PRAU), marking 50 years since the organisation's founding.
Museveni emphasised that communication professionals have a crucial role in projecting Uganda's image, promoting investment opportunities and explaining the government's development agenda to both local and international audiences. He urged practitioners to uphold ethical standards, continuously develop their skills and use their expertise to strengthen institutional reputations and improve Uganda's competitiveness. The President also called on communicators to promote patriotism, Pan-Africanism and public understanding of national development priorities, comparing ideological training to what he described as "political immunisation" against confusion and misinformation.
Outlining what he characterised as government achievements since 1986, Museveni highlighted the restoration of peace and security and investments in transport and energy infrastructure. He identified electricity, transport, capital and labour costs as key factors influencing the cost of doing business, arguing that reducing these would help enterprises expand, improve productivity and compete in regional and international markets. Museveni said Uganda offered investment opportunities through its domestic market, the East African Community and the wider African market, urging public relations professionals to communicate these opportunities more effectively to potential investors.
PRAU President Irene Nakasiita stressed that strategic communication was essential for governments and institutions to achieve their objectives and ensure their work was understood by the public. "Everything you do, if it is not told, it didn't happen; you don't leave a footprint," Nakasiita said. She welcomed the government's National Communication Policy and national artificial intelligence strategy, saying these initiatives could strengthen professionalism and improve communication services. Nakasiita reaffirmed PRAU's commitment to working with the Ministry of ICT and National Guidance to support the sector's development and help practitioners adapt to technological changes.
For Uganda's business environment, improved communication about investment opportunities and reduced business costs could help attract more foreign capital and encourage enterprise expansion.
The celebrations brought together public relations and communication professionals to reflect on the association's five decades of work and discuss opportunities and challenges facing the profession.