In what is a political season, 2025, where political success increasingly hinges on public perception, seasoned communicator Simon Kasyate delivered a masterclass on the transformative power of political PR during last Thursday’s industry panel discussion. The session, hosted by Allen Ssempa of McCANN and featuring Steven Kirenga of Centenary Technology Services, unveiled critical insights into how strategic communication shapes political outcomes in Uganda and beyond.
The Global Canvas of Political PR
“As communication professionals, we must recognize that PR in politics isn’t just about visibility – it’s about creating narratives that resonate deeply with voters and stand the test of time,” noted Allen Ssempa, Head of PR, BTL & MAAD at McCANN, who moderated the discussion. Ssempa’s insights set the stage for a comprehensive analysis of PR’s role in political success.
Drawing from historical precedents, Kasyate traced PR’s evolution from Edward Bernays’ groundbreaking work with the USA government’s Committee on Public Information during World War I to contemporary political masterstrokes. He highlighted how PR architects like Alastair Campbell shaped the Labour Party’s victory in Britain and Roger Stone’s strategic influence in Donald Trump’s path to becoming the 45th President of the United States.
Uganda’s PR Masterclass
The discussion’s focal point was a detailed analysis of Uganda’s political PR landscape since the 1996 presidential election. Kasyate provided expert insights into how effective PR strategies have enabled President Yoweri Museveni to maintain a strong connection with voters across multiple electoral cycles.
“In political PR, consistency and symbolism are paramount,” Kasyate explained, pointing to Museveni’s iconic hat as a masterclass in personal branding. “Even tactical decisions, like alphabetical ballot positioning, have played crucial roles in creating memorable voter connections.”
The Strategic Divide
Steven Kirenga provided a compelling analysis of how the opposition’s approach to PR has often fallen short. “We’ve observed a pattern where opposition candidates rely heavily on reactionary tactics rather than building comprehensive narrative frameworks,” Kirenga noted. This strategic gap, according to the panel, has significantly impacted their ability to achieve electoral success.
The discussion highlighted how the National Unity Platform (NUP) effectively leveraged modern PR techniques, particularly in their use of visual messaging and social media during the 2021 elections. “The ‘red wave’ phenomenon demonstrated how effective PR could transcend traditional political boundaries,” Kirenga observed.
Blueprint for Political PR Success.
In a defining moment of the discussion, Kasyate laid out a comprehensive framework for effective political PR, drawing from his decades of experience in strategic communication.
“Political success in today’s landscape demands more than charisma,” he emphasized. “It requires a meticulously structured approach.” Kasyate then outlined five critical elements for political leaders:
First, he stressed the importance of developing a structured, strategic framework. “Political leaders must move beyond ad-hoc communication to embrace professional PR strategies that comprehensively manage their image and messaging,” he explained.
Second, Kasyate emphasized the need to invest in skilled PR practitioners. “PR is a specialized discipline,” he noted. “Just as you wouldn’t perform surgery without a qualified surgeon, you shouldn’t attempt complex political communication without expert guidance.”
Third, he highlighted the power of symbolism and personal branding. “Successful political campaigns are built on strong symbolic foundations,” Kasyate observed, citing how effective use of symbols, slogans, and strategic positioning can create lasting voter connections.
Fourth, he emphasized the importance of public engagement. “Modern political success requires a multi-channel approach,” he stated, noting how social media and traditional channels must work in concert to maintain a strong public presence.
Finally, Kasyate called for a focus on substance over sensationalism. “While viral moments might capture temporary attention, meaningful content and serious discourse are what truly elevate the public agenda,” he concluded.
The Digital Dilemma
However, the rise of digital platforms has created new challenges for political communication. “Today’s media landscape has shifted the agenda-setting power from professional journalists to the public,” Kasyate observed, pointing to how this transformation has often prioritized viral content over substantive political discourse.
Looking Forward
The panel emphasized that the future of political success in Uganda will increasingly depend on professional PR expertise. Drawing parallels with international examples, Kasyate argued for the need to elevate PR practitioners to strategic positions within political campaigns.
“The most successful political campaigns of the future will be those that can balance meaningful content with effective delivery,” Ssempa concluded. “It’s about creating narratives that not only capture attention but also drive genuine political engagement.”
Industry Implications
For communication professionals, the discussion offered valuable insights into the evolving relationship between PR and political success. The consensus was clear: effective political communication requires a structured, strategic framework managed by professionals who understand both traditional and digital media landscapes.
Kirenga emphasized that the 2025 elections will likely see the emergence of more sophisticated PR machinery than ever before. “Political entities that invest in professional PR teams now, rather than waiting for the campaign period, will have a significant advantage in shaping public narratives,” he observed.
HallMark Insights is a weekly conversation that brings together leading figures in Uganda’s communication industry. As the country moves toward the 2025 elections, the insights shared may well prove decisive in determining which political players successfully navigate the complex landscape of public opinion and voter engagement.