The Insurance Training College (ITC) together with the Uganda Insurers Association (UIA) and other key players in Uganda's insurance industry recently conducted a media engagement workshop aimed at deepening journalists' understanding of the sector. 

The workshop created a great opportunity for industry leaders including the CEO-IRA, Alhaj Kaddunabbi Lubega, the Vice Chairperson of IBAU, Ritah Mutesi, Jonan Kisakye - CEO of UIA, Abubaker Ssemambo, Chairman UAEVLA, and Saul Sseremba CEO-ITC to articulate the roles and key achievements of the organisations/associations they lead.

Industry experts also shared insights on current trends, regulatory frameworks, and the importance of ethical reporting. They emphasized how informed media coverage can shape public perception and promote trust in insurance services. The media is a generally trusted platform that can reach a large portion of our population. 

The primary goal was to educate media personnel about the intricacies of insurance, including the roles of various stakeholders such as insurers, regulators, and brokers. Through interactive sessions, participants explored the industry's structure, the significance of insurance in economic growth, and the challenges faced by the sector.

This workshop is a significant milestone in building a collaborative partnership between the media and the insurance industry, aiming to enhance public understanding and involvement with insurance in Uganda. For ITC, intentionally engaging with various stakeholders is a critical area to achieve stakeholder satisfaction through listening and responding accordingly.