My wish is to build the largest PR firm in Africa- Kataike

When and how did you cut your teeth in communications? 

In 2010. I decided to start a PR firm to enable me execute what I had learnt from the three agencies I had worked, including QG Saatchi & Saatchi, Lowe Scanad and MediaAge PR. 

I realised that I could do the same thing out there by myself. That is when I cut my teeth in Public Relations/Communication to start Atii & Kati Limited, together with my husband, who I was dating then. 

What lessons did the formative years in your career teach you and how were you able to use them to improve your professional journey?

To pay attention to every detail and keep my promise to clients. I also learnt to read and research extensively about any project or client. Each new project or task requires deep understanding because as a communications/public relations specialist, I must be able to advise and guide clients with the latest in the market.

To whom or what do you attribute your professional growth?

I attribute my very first job as a PR executive to John Chihi of Mediage PR. He allowed me to work with minimal supervision at 23 years because we were just the two of us. 

He made me realise that I could deliver what clients wanted, and that gave me belief that I had a unique skill. I also attribute my greatest growth to Atii & Kati Limited, because as a managing director, I have been able to be part of both huge and small projects that have exposed my expertise, enabling me make quick decisions to deliver clients’ projects in real time while minimising bureaucracies. 

From your professional experience, what kind of PR and community entity did you set to make of Atii & Kati? 

We set out to always deliver our client’s work 100% without excuses, which resonates with our tagline – Get it right first time. That is exactly what we have done all these 14 years. We also set out to be a faster deliverer of work, reducing on lengthy processes to ensure clients receive work faster than what other competitors were offering. 

What does it take to succeed in PR, branding and communications? 

Being able to read and research about market trends, which in turn gives you a cutting edge to advise clients with proof and relevance. Basing on qualitative and quantitative research equally informs the professional advise you give clients. Doing great work enables satisfied clients refer more clients. Most clients for PR and Communications are acquired through referrals and less through mere marketing. Stand out and stay ahead of others by empowering yourself beyond the bachelors and master’s degrees.

What tips can you share on personal branding and equity? 

Personal branding is a decision one takes right from the start of their career. What you post about yourself on social media is how the world views you, how you dress up for meetings and client engagements defines how you want to be looked at, how you speak during client engagements is critical too. Basically, it all revolves around understanding your target audience at any given time. The audience you want to appeal to should inform how you brand yourself to achieve equity.

What professional traits did/do you look out for when building your team? 

Writing and flexibility because the nature of our work requires working extra-ordinary times/days and lastly calmness and honesty because client’s work is sensitive and requires confidentiality at all times. 

What has been your biggest career achievement thus far? 

Being able to not only handle local clients but regional and international projects, affiliating with regional PR agencies, maturing from a mere PR executive to a senior consultant within my field and lastly, having the art to manage any magnitude of any project/assignment under extreme intense pressure.

How do you refuel your work spirit?

Family time is my most fulfilling safe space. Every day, I must read a book. I also attend all well-organised exhibitions, expos and launches to get a grip of what is new in town. 

I also visit each and every new place in town such as property, hotel, retail shops, name it. My career wish list is to build the largest Public Relations firm in Africa, starting with Uganda of course, complete my PhD in Communications and be part of creating well-researched content to better the public relations field locally and internationally.