EAC PROs urged to embrace new technologies
ARUSHA: DEPUTY Minister for Information, Communication and Information Technology, Ms Maryprisca Mahundi, urged East Africa’s public relations and communication officers to equip themselves with new technologies to better serve their communities in the digital age.
Her call came during the opening of the East Africa Public Relations Week in Arusha, themed “United in Purpose, Bound by Destiny: Harnessing the Power of PR in East Africa’s Collective Journey,” which runs until Friday.
Ms Mahundi emphasised the importance of prioritising the Kiswahili language in their activities, especially as the association prepares to establish its headquarters in Arusha.
“East Africa is undergoing a transformative journey, driven by a digital revolution and youth-led innovations that are reshaping traditional industries,” she noted, adding; “Communication is at the heart of this transformation.”
She encouraged public relations professionals to be storytellers and communication analysts, equipped with the skills to guide their communities toward positive and inclusive growth.
“In today’s world, communication is not just a tool; it is a catalyst for social change, innovation and development,” she said.
The deputy minister highlighted the unique responsibility of public relations professionals to foster understanding, shape narratives and build trust across communities and institutions.
“We are in the midst of a digital revolution and it is imperative to harness technology’s potential to advance our communication strategies. Artificial intelligence (AI), big data and digital media are redefining how we engage with stakeholders and measure success,” she explained.
She urged participants to focus their discussions this week on pressing issues facing the public relations profession in the region, ultimately contributing to the welfare of all EAC member states.
During the conference, Ms Mahundi officially launched the East Africa Public Relations Association (EAPRA) and led fundraising efforts for its office in Arusha, securing pledges of about 13,200 US dollars and 7m/- from participants.
The President of the Public Relations Society of Tanzania (PRST), Mr Assah Mwambene, highlighted an ongoing campaign to include public relations and communication as the 18th Sustainable Development Goal, emphasising the importance of these skills in promoting global understanding of the other 17 goals.
President of Africa Public Relations Mr Arik Karani and President of the Public Relations Association of Uganda (PRAU), Ms Christina Wamala stated that the conference symbolises unity and integration among the peoples of East Africa.
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In an exclusive interview with the ‘Daily News’, PRST Secretary General Mr Ndege Makura said that the conference serves as a reminder for PR and communication officers in the region to effectively fulfil their roles in helping people make informed decisions regarding socio-economic opportunities within the bloc.
He noted that these officers have a dual responsibility: to provide information about their respective institutions and to advise governments on addressing challenges and leveraging socio-economic opportunities for sustainable development.
A member of the PRST Advisory Board and former PRST President, Mr Loth Makuza, emphasised that the conference would strengthen the efficiency of PR and communication officers in disseminating timely information to the mass media.
He added that the conference provides a platform for public associations from all EAC member states to engage with governments and companies, ensuring that PR and communication officers are involved in decision-making processes and authorised to share the latest information within their jurisdictions.
