Odrek Rwabwogo, Chairman of PACEID, has called on public relations practitioners to redefine their roles by embracing leadership and strategic communication. Speaking at the National Public Relations Symposium on Monday, July 25, 205, at Imperial Royale Hotel, Kampala, Rwabwogo delivered a keynote address on “Redefining Leadership Through Strategic Communication”, emphasizing that communication goes beyond traditional PR.
“Good communication provides solutions,” he said, referencing Isaiah 6 as an example of understanding societal challenges before addressing them. He urged practitioners to “shift the discussion from public relations to communication,” encouraging them to think beyond their departments and contribute to national growth.
Held under the theme “From Strategy to the C-Suite: Elevating PR to the Boardroom,” the symposium brought together public relations and corporate communication professionals, CEOs, board members, government communicators, marketing executives, public affairs officers, and PR students. It aimed to reimagine the role of PR in Uganda’s leadership and governance structures.
“Communication is not a tool; it is leadership. To those in PR today: don’t just defend brands, speak truth to power, cast vision, galvanize conscience, and grow the soul of our society. Uganda needs more voices with conviction, clarity, and the courage to speak out.”
Rwabwogo stressed that communication is leadership, describing leaders as visionaries who see ahead, confront difficult truths, and inspire change. He outlined four key traits of effective communicators:
- Conviction: Treat communication as a calling, not just a job. “Don’t hide behind technology, write well, speak intelligently, and keep learning,” he advised.
- Joint Effort: “Collaboration is essential. There is nothing of significance that happens by one person. Mobilize your departments and institutions to work together. The threats faced by your institutions and the country require joint efforts.”
- Depth of Analysis: “Ask and study. Look out for the unusual, the forgotten, the unseen. Listen to others, regardless of status, for new insights. See more where people see less if you want to communicate well and help society,” he said.
- Don’t trip: “Restrict your anger. Don’t react to provocation. Speak to things that matter to many, not just one person. Keep focused because there are people who will deliberately try to fail you.”
Odrek Rwabwogo urges PR practitioners to “shift the discussion from public relations to communication”
He also highlighted PACEID’s initiatives to boost exports through four pillars: market reforms (including Uganda Connect hubs and trade representatives), setting global standards with the upcoming Food Safety Law, improving infrastructure through multimodal transport, and providing affordable export financing via Ug Exim Ltd.
Rwabwogo explained that the National Strategic Communications Committee (NSCC) was recently constituted to make institutions more responsive, particularly in tourism and exports, where negative global narratives can harm the economy.
“PR is not just about boardroom presentations; it is about leadership. Thank you for upholding ethical standards and building an industry that creates jobs. God bless you for building this country,” he concluded.
PRAU President Irene Nakasiita hailed the symposium as a turning point for the profession. “The symposium highlighted the growing importance of strategic communication in executive decision-making, organizational resilience, and sustainable development,” she added. “With real-time media and ethical engagement challenges, PR must now be embraced as a central function of leadership in both public and private sectors.”
Odrek Rwabwogo with the PRAU leadership at the National Public Relations Symposium 2025 at Imperial Royale Hotel