PR Professionals Urged to Be Proactive and Prepare Adequately for Potential Reputational Risks
Communication and Public Relations professionals have been challenged to adopt proactive approaches and adequately prepare for potential reputational risks by anticipating emerging issues, embracing technology and strengthening strategic communication to safeguard organisational reputation and enhance service delivery.
The call was made by Kenya Film Classification Board (KFCB) Ag. CEO, Ms. Nelly Muluka, during the CEO panel discussion at the ongoing 5th East Africa PR Week and 21st PRSK Annual Summit (#EAPRW2026), held on Tuesday, November 3, 2026, at Diamonds Malindi in Kilifi County.
Ms. Muluka joined fellow Chief Executive Officers in a discussion titled “The Business of Reputation: Brand Value, Strategic Positioning and Growth,” which explored the role of strategic communication in shaping organisational reputation, strengthening brand value and driving sustainable business growth.
Ms. Muluka emphasised that communication should be positioned as a strategic function within organisations, with PR and Communications professionals taking an active role in organisational decision-making, identifying emerging issues and preparing adequately for potential reputational challenges.
She further highlighted the importance of leveraging technology, strengthening stakeholder engagement and aligning communication strategies with institutional priorities to build trust, protect brand value and support sustainable growth.
She also highlighted the measures KFCB continues to implement to safeguard children from inappropriate audiovisual content, particularly during the school holiday period. She called on parents and guardians to take an active role in monitoring the content children access and promoting responsible media consumption.
This year's summit, held under the theme “Reimagining Communication in East Africa,” has brought together communication practitioners, business leaders, policymakers, academics and emerging professionals to explore the evolving role of communication in organisational leadership and regional development.