The Minister of ICT and National Guidance, Frank Tumwebaze who also doubles as PRAU patron has urged communication experts to join government in ensuring that the right message is shared with the populace.
The Minister said this on Thursday while speaking gas the chief guest during the PRAU Nite which is organized by the Public Relations Association of Uganda (PRAU) at Sheraton Kampala Hotel.
Themed ‘Crisis Management in The Digital Era: A Case of The Banking Sector’, the event brought together PR and communications experts to discuss the fast changing dynamics and the crises that brands contend with driven especially by advancement of technology.
“Distance yourselves from propaganda, paid PR for blackmail purpose and seek for the right information as influencers to avoid being compromised but rather focus on truth and avoid conspiracy,” Minister Frank Tumwebaze said.
“The challenge we have now especially with the new media is that it incites the whole public into getting one side of the story. How do we avoid intoxication of the public with the wrong narrative?” he added.
He applauded PRAU for the consistency put in what they believe in as well as picking on the particular theme.
Sarah Kagingo, the PRAU President said the theme was not intended to delve into the details of news headlines but rather how public relation firms can act in the face of crises especially those sparked by digital media.
Kagingo further noted that with the emergency of fake news, every sector in the country is equally at risk if they do not have an exit strategy to handle such a crisis.
“PR firms are custodians of brands, image and reputation, so the need to know the magnitude of a crisis to be able to deal with it and it has been made worse by social media,” Kagingo said.
Earlier on, a panel discussion including John Ssenkeezi (Airtel Uganda), Walter Wafula (Brain Child), John Kihi (Mediage), Ivan Okuda (journalist with Daily Monitor) and Jackie Namara Rukare (Uganda Maketers Society) had dissected the topic of the night giving insights on how to manage crises.
Some opined that citizen journalism is bound to take PR firms by storm since no firm has the dominion on shaping a narrative.
Kihi urged brands to put in place a robust plan that will enable them protect their image.
Journalist and lawyer, Ivan Okuda spoke to the need as a country to have regulations on media and social media usage.
Desist from Propaganda and Blackmail, Communicate Truth – Tumwebaze Tells PR Practitioners was first posted on December 7, 2018 at 3:43 pm.
©2018 "Online news from Uganda and the East African region – SoftPower News". Use of this feed is for personal non-commercial use only. If you are not reading this article in your feed reader, then the site is guilty of copyright infringement. Please contact me at firstname.lastname@example.org