SoftPower’s Kagingo cornered on Mbabazi PR deal


Kagingo playing with her niece

SoftPower Communications CEO, Sarah Kagingo, has been challenged as to whether she would enter a PR deal with former Prime Minister and now President Yoweri Museveni’s rival, Amama Mbabazi.

Kagingo posted on her a digital based PR firm, SoftPower Communications LLC’s Facebook page http://on.fb.me/1QXGEoa a short piece elaborating how social media was the new magic to building lasting brands.

She said her firm “produces and manages social media PR for C-suite executives and other types of high level professionals, leaders, businesses, corporations and PR agencies”.

She further wrote: “Working with clients who already have started a social media publicity or promotional effort and others who have not even made the attempt, the SoftPower brand is about putting a digital PR professional and promoter in place (on a very personal level) to develop the best strategy, place the right content and messaging, and gather the best audiences and connections that will lead to better online (and in some cases, off line) visibility and image—best search engine page rank alone does not always suffice.”

Cornered on whether she can take Mbabazi deal

One of the followers, Amos Mutabaazi, inquired as to whether her private firm would enter a deal to promote presidential aspirant, Amama Mbabazi.

“I trust SoftPower is capable of delivering on this PR service effectively but am just asking, supposing you were approached by ” go forward” for a deal, would you happily accept it?” Mutabaazi queried.

Kagingo who normally responds to comments on social media in real time, took almost half an hour to respond to a query on a “Go Forward PR deal” generating speculation that she was cornered.

It was a tricky question for a lady who is largely credited for digitising State House and President Museveni’s communications.

Former Presidential Press Secretary, Tamale Mirundi, recently confirmed to media that Kagingo had been assaulted by colleagues and denied pay for two and ahalf years “because of her effectiveness”.

Yet, she continues to play digital diplomacy for President Museveni on Social Media.

The Insider does not understand what glue Museveni has on a PR guru who worked for him and State House at no pay.


Anyway, minutes later [after making up her mind], Kagingo told Mutabaazi that she afraid the firm may not be in position to transact that kind of deal at the moment.

“However,” she quickly pointed out, “we may in future consider it, depending on the circumstances of the time.”

Kagingo whose non-confrontational approach has endeared her to many on social media, humbly observed: “We would feel greatly honored that they would consider hiring our expertise.”

Kagingo’s SoftPower

When contacted on phone about her new firm, Kagingo told us SoftPower Communications LLC is a PR and Communications firm she started this year.

She said her firm was founded to build brands, communications for development, digital diplomacy, and help those who are not used to handling the task of self-promotion, marketing or public relations in traditional, let alone in new media channels, to also improve their self-image through social media.

“Social Media PR management is not so much a luxury as it may be a necessity for busy professionals and business operators,” she says.

To her, social media is a viable and necessary “new media” channel, that can help professionals and businesses produce and maintain robust and highly favourable digital profiles as well as consistent online publicity initiatives in order to compete for new and future business opportunities.

“Many, if not most, of today’s highly successful executives, professionals and company brands are too busy, uninterested or simply unequipped to stay involved and truly committed to any type of social media PR initiative–which is where SoftPower comes in to play,” she points out.

“We also stand firm on certain values. We do not support belligerent methods of work. We encourage soft power as opposed to hard power, have great reverence for Uganda and the positives of our motherland which are sometimes ignored,” Kagingo added.

@SarahKagingo was recently ranked among top 10 Ugandan women media personalities to follow on Twitter.

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