Uganda, Kenya and Tanzania on Friday signed a Memorandum of Understanding [MoU] to revive East Africa’s Public Relations Association (EAPRA).
This was during the #PRSKSummit2019 held at Pride Inn Paradise Beach Resort & Convention Centre in Kenya’s coastal city Mombasa.
The Public Relations Association of Uganda (PRAU) was represented by its President Sarah Kagingo.
Public Relations Society of Kenya [PRSK] was represented by its president Wilfred Marube while Public Relations Society of Tanzania [PRST] was represented by its president Loth Makuza.
“We have signed an MOU with @PRAU_Uganda & @prstofficial to among other things revive EAPRA and be the voice regarding image issues in the @jumuiya,” Marube said, confirming the development.
He added: “Kenya will assume chairmanship for one year beginning today.”
The MoU came at the close of the two-day #PRSKSummit2019 which pulled communications specialists from the across the region.
Speaking at the summit, Prof. Jim Macnamara, said: “Get from being cost centres to value adding centres, from outputs to outcomes and impact.”
Macnamara is a distinguished Professor of Public Communication at University of Technology Sydney (UTS), former journalist, media researcher, and author.
“If I had my career all over again, I would do more evaluation and measurement at the beginning than at the end. Evaluation is the alpha and omega of strategy,” he advised communication specialists.
“How many of you do communication that you get impact in 12 months? Right there is the reason we can’t have a single measurement tool. We need a series of tools and metrics we can measure,” he added.
On exploiting new models to evaluate, he told his audience to set smart objectives – specific and measurable with target numbers and dates and use formative, summative, evaluation (before, during and after).
He further rooted for exploiting of new models and standards to evaluate public communication.