The Public Relations Association of Uganda (PRAU) has thrown its weight behind the Uganda Advertising Association (UAA), joining the official launch of the 2026 Silverback Awards, an event that brought together the country’s advertising, marketing, public relations, media, and brand communications community under one theme: The Bold Rise.
PRAU was represented at the launch by its Secretary General, Athieno Stella Marion, whose presence underscored the association’s view of the Silverback Awards as more than a UAA initiative, but a shared milestone for the wider communications industry. The launch itself carried the spirit of its theme, marked by a spirited procession through the city, branded regalia, and visible energy from delegates representing both associations.
The Bold Rise theme sets the tone for what organizers describe as a celebration of bold ideas, exceptional talent, and creative excellence shaping Uganda’s communications landscape. For an industry that spans advertising campaigns, public relations strategy, media production, and brand storytelling, the 2026 edition of the Silverback Awards is positioned to recognize the full breadth of that creative output, not advertising alone.
For PRAU, the appearance at the launch reflects a deliberate and ongoing commitment to collaboration across sister associations in the communications space. Rather than operating in separate lanes, PRAU has continued to position public relations as part of a connected professional ecosystem, one where advertising, PR, media, and brand communications reinforce rather than compete with each other.
The association used the occasion to reaffirm that commitment publicly, framing the UAA’s milestone as one worth celebrating industry-wide. In doing so, PRAU also reinforced its own standing mission: championing creativity, professionalism, and innovation as the standards that raise the profession as a whole, not just within public relations, but across the broader communications field.
With the 2026 Silverback Awards now officially launched, attention turns to the months ahead, and the work that will ultimately define The Bold Rise. PRAU has confirmed it will be watching that journey closely, with plans to join in celebrating the outstanding work the awards are set to recognize.
The Uganda Advertising Association’s Silverback Awards has, over previous editions, served as one of the industry’s key platforms for recognizing standout creative and strategic work. The 2026 edition, anchored by its bold new theme, arrives as Uganda’s communications sector continues to professionalize and expand its regional visibility, a trajectory both PRAU and UAA appear committed to advancing together.
