August 9, 2023

By Joshua Niyonshima

URA’s publicists recently joined other Public relations practitioners in commemorating the annual Public Relations symposium, where the Assistant Commissioner for Public and Corporate Affairs, Ibrahim Bbossa shared on how to build a winning brand.

According to Bbossa, developing messages that connect with target consumers and capitalizing on unique selling points is the first step in developing successful brands.

“The USSD Code campaign was one of the URA’s most effective campaigns. We understand that paying taxes is not enjoyable, so we make sure we provide convenience to allow taxpayers comply,” Bbossa said.

He also stressed the significance of utilizing both traditional and digital media channels.

“You must be present on all platforms, both traditional and digital. Remain current and genuine. Brands must be aware of their audiences’ emotional needs. Through Corporate Social Responsibility, we must strengthen our ties to the community and address consumer demands,” he emphasized.

Godfrey Baluku, the State Minister for ICT and National Guidance, acknowledged the role PR in promoting Uganda and promised government support towards Public Relations Associations of Uganda (PRAU) ‘s initiatives.

Her Excellency Kate Airey OBE, the British High Commissioner to Uganda praised the symposium of communications professionals in preventing organizational disasters and preserving brand reputation. She urged businesses to include PR experts in the planning process.

“Organizations value your contribution to crises. As a PR professional, you have a role to implement, conceptualize and shape the narrative. Ensure you have the latest skills, network, learn from each other, and practice data analysis to show the impact communication brings to the organization,” explained Ambassador OBE.

Meanwhile, URA’s PR and Communications section was recognized for being a valued stakeholder in the Public Relations Association of Uganda.