THE CRITIQUE: The Public Relations industry

Landscape in Uganda.

HIGHLIGHTING MISCONCEPTIONS AND

THE DEVELOPMENT IN THE UGANDAN
PUBLIC RELATIONS INDUSTRY

There is a misconception about writing in Public Relations. People think that a Public relations is
for people who cannot write. They think it involves less writing. Some simply opt for PR to
thinking they will not write a lot compared to journalists.

Top executives in organizations think that Public relations can easily end bad policies, poor
planning and organizational problems involving public opinion.

The misconception that anyone can do public relations still exists in Uganda. Some organizations
don’t look at skilled personell but handpick anyone who may be boss’s relative, boyfriend,
Personal Assistant, girlfriend to fill public Relations positions.

People think Beauty should be the criteria for choosing/appointing Public Relations People.
There is a Misconception that PR is about being nice or appealing. People believe that if one is
nice, kind and always smiling, they can be good public relations people. Smile will not write
press releases neither will it help you manage a crisis. Those without experience in journalism
can make good public relations people.

Duty of Public Relations is perceived to be for extra work of the organization such as organizing
Christmas parties, front desk inquiries. Public relations is preoccupied with peripheral or
irrelevant roles which is because management is not certain about the role of PR and
practitioners are not also being sure of their roles in an organization.

All problems faced by the Public relations industry stems from the lack of profession training for
Public Relations practitioners and profession being young compared others established
professions like law and medicine.

PR and marketing.Organizations put Pr under marketing department. Furthermore he says that in

order for PR departments to excel, it should be separate from marketing because they both play
different and important roles.

Today we see more university students taking up PR option and shun print and broadcast class
thinking that with PR there is less writing which is not the case. As PR you are act as a writer
editor and publisher at the same time. A public Relations person will write and edit the press
release alone. It’s worthy noting that PR calls for good writing skills because some they are in
charge of the organizations’ external and internal communication which involves a lot of writing.
Writing is an integral part of PR.

It is also true that some top executives think that PR is magic that can easily end bad policies,
poor planning and performance and other organizational problems involving public opinion.
Public relations can try, explain or communicate effectively whenever there are organizational
problems but not automatically end unpopular polices. For example PR departments of
bureaucratic, inefficient government owned service providers cannot solve all crises and negative
images because problems are sometimes beyond their control. They will also require services of
legal, management experts and not only PR to end problems.

PR alongside other organizations functions like production, Public relations’ function like
production, marketing, finance and human resource can help an organization achieve its goals
and objectives

There is misconception that public relations is the organization section responsible for extra
work of an organization such as organizing parties, giving condolence to employees. This is true
for case of Uganda where public relations departments are assigned all extra work in an
organization like buying newspapers,

Public relations that aimed at dispensing charity is fading out and now CSR which is now
becoming corporate Governance. In the past it was about splashing money the needy. Today we
see organization supporting health and social campaigns.

Many organizations used to place PR departments under marketing departments. It could have
been the case in the past. Today we see organizations without public relations departments
outsourcing PR services. Telecoms, banks and other organizations now hire PR Agencies to do
PR on their behalf. The marketing department becomes a bridge between PR firm and the
organization. Ugandan organizations have appreciated the importance of PR working separately
from marketing department.

PR is a young profession and lack of professional training. But we have seen an increase in the
number of universities and institutions teaching Public relations. This has come with increase in
enrollment for example UCU by year 2000 had small group of Pr Class but today the number has
since tripled.

Also the professional body Public Relations Association of Uganda (PRAU) has carried out
sensitization campaigns and trainings to equip the professionals with new skills; Prau has also
reached out to students through annual Award competition. In the future we will have
professionals outnumbering the Jobs available.
Many Public relations companies have come up. Even the Agencies that were purely dealing
with Advertising have since establishing PR wing. Government institutions have set up
spokespersons or information officers at different levels of management. For example the
Uganda Police has spokesperson for every region.

Ugandan Universities are making sure atleast every degree programme undertakes a Public
Relations course unit. For example at Ugandan Christian University, Development studies, social
work and social Administration.

Written by
Baliboola. N.Ivan
Ugandan based PR consultant, Writer, professional critic, and social media consultant
He won the young communicator of the year
Award from by Public Relations Association of
Uganda (PRAU) 2010 .He’ has worked with some of
the most well-known and influential brands in East
Africa, conducting marketing, research and
communication strategies. He has volunteered his
life to addressing environmental concerns and
HIV/Aids causes.
For more Information
nbaliboola@gmail.com
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