In a rapidly changing and dynamic communications landscape, it's imperative that PR institutions in Rwanda adapt and stay ahead of the curve. Rwanda has made remarkable progress in various sectors, and to sustain this momentum, we must ensure that our PR framework is robust, innovative, and forward-thinking.
Are you curious about the PR landscape in East Africa? Let's explore how the East African region (Tanzania, Uganda, Kenya, and Rwanda) regulates the PR and communications profession within its respective borders.
While Tanzania has the PR Society of Tanzania (PRST) as its umbrella body, Uganda boasts the PR Association of Uganda (PRAU), established in 1976. The PR Society of Kenya (PRSK), also known as the PR Association of Kenya, is over 50 years old, and its founders took a proactive step to guide and unite PR practitioners in Kenya.
But what about Rwanda? Though in its early stages, the PR and communications industry is showing promising growth.
With a burgeoning corporate culture of brand reputation awareness and a rising number of communications agencies offering their services, there's a clear potential to attract significant brands to the Rwandan economy with the proper guidance.
Despite this potential, the industry needs more guidance, and unqualified practitioners risk diluting the field. Many practitioners need clarification on job titles, and some employers are equally confused.
Rwanda's PR professionals must work under one umbrella to address this pressing issue. They could borrow a leaf from the accountant (ICPAR) and what the marketers are trying to do (with the Rwanda Marketing Association).
The PR Association of Rwanda (PRAR) already exists but is relatively inactive despite hosting the 31st African PR Association (APRA) conference in Kigali in 2019.
This year, some of Rwanda's PR practitioners (this writer inclusive) toyed with the idea of hosting APRA 2025, which could have been a significant opportunity for boosting the PR landscape.
While we lost the bid to Kenya, this highlighted the urgency to revamp PRAR as a pressing issue for the industry.
APRA is usually endorsed by significant global PR associations, including the International Public Relations Association (IPRA), the International Communications Consultancy Organisation (ICCO), the Global Alliance for Public Relations and Communication Management (GA), and, at times, the African Union Commission (AUC). It has also previously featured the SABRE Awards Africa, showcasing the best PR work globally.
Reputation management is becoming increasingly important in today's interconnected world. For Rwanda's case and her MICE efforts effective PR is indispensable in attracting investment, fostering economic growth, and enhancing the country's global image.
But how can PRAR keep up with the ever-changing trends of digital media and social networking platforms? The answer is simple: foster collaboration and knowledge-sharing among its members and stakeholders.
The urgency of revamping PRAR is underscored by the growing importance of reputation management in today's interconnected world.
As Rwanda manages and enhances its global image, an active PR body can be the key to shaping and safeguarding this reputation on the international stage. It can also leverage strategic methods to regulate and protect the trade from scavenging employers who despise the PR profession.
Moreover, the digital revolution has transformed how information is disseminated and consumed, posing opportunities and challenges for Rwanda's PR professionals.
In this complex media landscape, PRAR is needed to play a crucial role in guiding innovation and encouraging its would-be members to harness digital tools and analytics to engage different audiences effectively and connect with the region's finest.
This is a simple call to action for practising PR professionals in Rwanda. It's time to pump some life into PRAR, stay relevant, and guide brand custodians.
By prioritising strategic thinking and elevating Rwanda's PR industry to new heights of excellence, we can help guide the country and corporate brands on how best they can safeguard their reputations.
The writer is a PR practitioner based in Kigali, Rwanda.
David Kezio-Musoke
Source : https://en.igihe.com/opinion/article/the-pressing-need-to-reinvigorate-rwanda-s-pr-body
