A recent X Space discussion hosted by Hallmark Insights delved deep into the foundations of public relations excellence, tackling the perennial question: Are PR professionals born or made?
The 11th episode of the series, moderated by communications professionals Allen Ssempa and Steven Kirenga, featured seasoned communications expert Simon Kaheru who shared insights from his extensive career in the field.
“We’ve seen many talented individuals enter PR with natural charisma, but without developed technical skills, they often struggle to deliver consistent results,” noted Allen Ssempa during the introduction. “Today’s discussion aims to unpack what truly makes an exceptional PR professional in today’s complex media landscape.”
Kaheru articulated a balanced perspective throughout the session. “PR is a profession built on many skills and disciplines,” he explained. “While some people may have natural abilities, everyone needs to develop their skills through learning, practice, and experience.” He compared the profession to other technical fields like medicine or plumbing, where training and expertise are essential regardless of inherent talent.
Steven Kirenga highlighted how the industry’s rapid evolution has transformed skill requirements. “The digital revolution has completely reshaped what constitutes effective PR,” Kirenga observed. “Today’s professionals need to navigate an incredibly complex ecosystem of traditional and digital channels, making continual skill development non-negotiable.”
The conversation explored how successful PR requires both innate qualities and acquired expertise. Kaheru emphasized that practitioners need soft skills like creativity and emotional intelligence alongside technical abilities in media relations and crisis communication.
“Soft skills can open doors, but technical skills are essential for delivering on the work,” Kaheru noted, suggesting an ideal 50-50 balance between these skillsets.
Ssempa built on this point, adding: “What we’re seeing in the industry is that agencies are increasingly looking for that rare combination of natural communication instinct paired with rigorous technical training. The days of getting by on charm alone are long behind us.”
The discussion highlighted dramatic shifts in the PR landscape over recent years. According to Kaheru, power has migrated from traditional authority figures to everyday citizens thanks to digital democratization. “Everyone now has a voice and a platform,” he said, explaining how this requires PR professionals to carefully analyze information and develop precisely targeted messaging strategies.
“The feedback cycle has accelerated exponentially,” Kirenga observed. “What once took weeks to measure can now be assessed in minutes, requiring PR professionals to develop analytical skills that weren’t previously essential to the role.”
Connectivity emerged as a crucial attribute for PR practitioners. Kaheru stressed the importance of understanding stakeholder needs rather than simply serving employer interests. “PR professionals need to understand and address the needs of the people they serve,” he stated, pointing to the growing significance of Environmental, Social, and Governance (ESG) factors in modern communications.
“The most successful communications we’ve seen recently have been those that genuinely connect with community values,” added Ssempa. “Organizations that view PR merely as corporate messaging without addressing real stakeholder concerns are increasingly finding themselves ignored or criticized.”
The role of mentorship received significant attention during the discussion. Kaheru shared personal experiences of both being mentored and mentoring others throughout his career, noting how these relationships substantially accelerated professional development.
Kirenga reinforced this point: “In my experience working with communication teams across East Africa, the organizations with strong mentorship cultures consistently produce more effective PR professionals. There’s simply no substitute for guided, hands-on experience.”
As artificial intelligence continues to transform the profession, Kaheru acknowledged potential job displacement while recognizing AI’s benefits for research and crisis planning. Despite technological advancements, the human elements of relationship-building and strategic thinking remain irreplaceable in effective PR practice.
“AI will certainly change workflow patterns,” noted Ssempa, “but the strategic integration of communications across channels—what we call integrated marketing communications—still requires human judgment and experience that AI simply cannot replicate.”
For those looking to enter the field, Kaheru offered straightforward advice: “Start, develop skills, and be professional.” He underscored the value of continuous learning in an ever-changing media environment.
“The PR professionals who thrive today,” Kirenga concluded, “are those who approach the profession with humility—recognizing both their natural strengths and the areas where they need further development. This self-awareness, perhaps more than any specific skill, separates the truly exceptional practitioners from the merely competent.”
Upcoming Hallmark Insights Discussion: Rebranding Uganda
Building on the foundation of PR excellence established in previous discussions, Hallmark Insights is set to deliver another thought-provoking session this evening focused on nation branding and tourism development.
The upcoming X Space discussion, “Rebranding Uganda: How Strategic Communications Can Enhance Uganda’s Tourism Appeal,” promises to put theory into practice as it explores how integrated communications strategies can transform Uganda’s global image and tourism sector.
The session will feature Kyamutetera Muhereza, CEO of the Uganda Tourism Association, who brings extensive expertise in tourism development and destination marketing. This discussion comes at a crucial time as Uganda seeks to reposition itself in the competitive East African tourism market.
“Tonight’s conversation will demonstrate precisely how the technical and soft skills we’ve been discussing translate into national economic development,” said Allen Ssempa in a preview of the upcoming session. “Tourism represents one of Uganda’s most promising economic sectors, but its growth depends heavily on strategic communication and brand positioning.”
Listeners can expect insights into successful tourism rebranding campaigns from around the world, practical approaches to overcoming perception challenges, and specific strategies for leveraging Uganda’s natural and cultural assets through targeted communications.
Steven Kirenga added: “We’re particularly excited to explore how integrated marketing communications can align tourism stakeholders around a cohesive narrative that resonates both regionally and internationally. Mr. Muhereza brings invaluable perspective from the industry’s frontlines.”
The discussion will also examine how digital platforms and traditional media can work together to amplify Uganda’s tourism message, creating a seamless brand experience for potential visitors from awareness through to booking and beyond.
Followers of the Hallmark Insights series are encouraged to join the conversation this evening, as this session promises to deliver actionable insights for communication professionals, tourism stakeholders, and anyone interested in nation branding in the African context.
