Communication and Public Relations professionals have been challenged to adopt proactive approaches to prepare for potential reputational risks. This call was made by Kenya Film Classification Board Ag. CEO, Ms. Nelly Muluka, during the CEO panel discussion at the 5th East Africa PR Week and 21st PRSK Annual Summit. The event was held on November 3, 2026, at Diamonds Malindi in Kilifi County. The discussion explored the role of strategic communication in shaping organisational reputation and driving sustainable business growth.
Ms. Muluka emphasised that communication should be a strategic function within organisations. PR and Communications professionals should take an active role in organisational decision-making, identifying emerging issues and preparing for potential reputational challenges. This approach will enable organisations to safeguard their reputation and enhance service delivery. The discussion, titled “The Business of Reputation: Brand Value, Strategic Positioning and Growth,” brought together Chief Executive Officers to share insights on strategic communication.
Ms. Muluka highlighted the importance of leveraging technology to strengthen stakeholder engagement and align communication strategies with institutional priorities. This approach will help build trust, protect brand value and support sustainable growth. She also stressed the need for PR and Communications professionals to be proactive in anticipating emerging issues. This will enable organisations to respond effectively to potential reputational risks.
The 5th East Africa PR Week and 21st PRSK Annual Summit was held under the theme “Reimagining Communication in East Africa.” The event brought together communication practitioners, business leaders, policymakers, academics and emerging professionals. They explored the evolving role of communication in organisational leadership and regional development. The summit provided a platform for professionals to share knowledge and best practices in communication.
Ms. Muluka also highlighted measures implemented by KFCB to safeguard children from inappropriate audiovisual content. This is particularly important 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 will help protect children from potential harm.
The CEO panel discussion was part of the summit's efforts to promote strategic communication in organisational leadership. The discussion explored the role of communication in shaping organisational reputation and driving sustainable business growth. Ms. Muluka's call to action emphasised the need for proactive approaches to reputational risk management.
The event concluded with a call to action for communication professionals to be proactive and prepare adequately for potential reputational risks. This will enable organisations to safeguard their reputation and enhance service delivery. The summit provided a platform for professionals to share insights and best practices in communication.
Key points
- PR professionals are urged to adopt proactive approaches to anticipate emerging issues and safeguard organisational reputation.
