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As the world celebrates the 2024 World Public Relations Day, the African Public Relations Association (APRA), have encouraged its members to embrace Artificial Intelligence (AI) in their practice, while emphasizing the need for ethical and responsible use.
In a statement signed and issued by Secretary General, APRA, Omoniyi Ibietan, Ph.D., fnipr.
According to the statement, APRA President, Mr. Arik Karani noted that AI can enhance public relations capabilities, improve crisis communication, and foster better brand and stakeholder relationships.
However, he cautioned that AI must be used transparently, accountably, and inclusively, aligning with APRA’s vision to promote truth, bridge gaps, and cultivate trust.
The president further stated that communication, analyses and strategies in PR such as “sentiment analysis, predictive analytics, automated content creation” are spheres where AI enhances the human agency and capabilities of the public relations practitioners and bolsters capacity for improvement in crisis communication, brand and stakeholder relationship management and otherwise complex issues.
Karani, who is also the President of the Public Relations Society of Kenya (PRSK), appealed to APRA members to be open-minded to explore the endless opportunities of AI as a force for good in public relations so that the profession can continue to play its central role in building understanding, enable dialogue and “creating a more connected and compassionate world”.
In sounding a note of caution in AI utilisation, Mr. Karani urged PR practitioners in Africa to ensure
that “the principles of transparency, accountability and inclusivity should guide our use of AI in public relations”, because PR practitioners have a duty to promote truth, bridge gaps and cultivate trust.
The message which came in commemoration of the 2024 World Public Relations Day (World
PR Day) and resonates with the theme of this year’s celebration, “The Future of Public Relations in a Changing World”.
Karani encouraged members to explore AI’s opportunities while prioritizing ethical standards, ensuring that the profession continues to build understanding, enable dialogue, and create a more connected and compassionate world
