ABSTRACT
This chapter examines significant factors that have influenced the development and application of public relations in Uganda. Particular attention was paid to ways in which public relations was implicitly or explicitly practiced and understood in Uganda. Amos Zikusooka observed that the professional term public relations in Uganda has been misconceived at three levels: the practitioner, who often has limited knowledge and understanding of what constitutes public relations, the general public, whose understanding of the field is still embedded with ubuntu cultural interpretations of public relations as everybodys business and relating well with people, and the organizational management, who often relegate public relations practitioners to the roles of publicity and media relations. The environmentalists and civil society activists raised the issue in e-print and broadcast media, particularly FM radio, by staging a Save Mabira Crusade. The activist groups involved in the campaign included local and international civil society organizations and NGO.
