PROs, communication officers to rebrand EAC

DAR ES SALAAM: EAST African Community (EAC) public relations and communication practitioners launched a week-long conference on Monday aimed at rebranding the regional bloc and enhancing people-to-people integration.

Dubbed “Public Relations Week,” the event will conclude on Friday and gathers around 400 PR and communication officers from both public and private sectors across EAC member states.

In an exclusive interview with the ‘Daily News’ in Dar es Salaam, the Secretary General of the Public Relations Society of Tanzania (PRST), Mr Ndege Makura, emphasised that the conference aims to accelerate the realisation of the EAC’s development plans, positioning PR and communication officers at the centre of transformation by disseminating real-time information to citizens.

“This conference will help us develop a strategic plan to raise awareness about the EAC and its role in ensuring prosperity across all eight member states,” Makura said.

He noted that only a few people currently understand what the EAC entails, highlighting that over 90 per cent of the population is unaware of its main objectives.

This underscores the necessity for collaboration between PR officers and media outlets to illuminate the regional bloc’s socio-economic opportunities.

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The EAC comprises eight partner states: Burundi, Democratic Republic of Congo, Kenya, Rwanda, Somalia, South Sudan, Uganda and Tanzania, with a population exceeding 300m/-. Makura stressed that successful people-to-people integration hinges on citizens understanding the EAC’s objectives and available opportunities.

Additionally, the conference will remind PR and communication officers of their responsibilities to help citizens make informed decisions for their well-being and the region’s overall progress.

They also play a crucial role as advisors to governments on addressing challenges and leveraging socio-economic opportunities for sustainable development.

Furthermore, Makura noted that communication practitioners can aid in resolving political conflicts by seeking lasting solutions before misunderstandings escalate.

“We aim to highlight the significance of PR and communication officers in the EAC, which has not been fully harnessed. We seek observer status to effectively advise the regional bloc,” he stated.

The conference will lead to the establishment of the East Africa Public Relations Association (EAPRA), a body dedicated to facilitating PR and communication officers in obtaining observer status within the bloc.

The theme of the conference is “United in Purpose, Bound by Destiny: Harnessing the Power of PR in East Africa’s Collective Journey.”

PRST Advisory Board member and former PRST President, Mr Loth Makuza, added that the conference will enhance the efficiency of PR and communication officers in providing timely information to mass media.

He noted that bureaucratic obstacles often hinder effective communication, necessitating reforms to streamline information dissemination.

“The conference provides a platform for public associations from all EAC member states to engage with governments and businesses, ensuring PR and communication officers are involved in decision-making processes,” Makuza said.

“We urge governments and companies to trust their PR professionals and engage them in discussions, allowing them to share crucial information with media outlets.”