The African Public Relations Association (APRA) has urged its members to leverage Artificial Intelligence (AI) tools and associated technologies to transform lives, the PR industry and contemporary life, while emphasising the ethical and responsible use of AI.
This call came from APRA president, Mr. Arik Karani in a message commemorating the 2024 World Public Relations Day (World PR Day), which aligns with this year’s theme, “The Future of Public Relations in a Changing World.” The message highlighted that the current era signals “unprecedented change and opportunity.”
In a statement by APRA secretary-general, Dr. Omoniyi Ibietan, Karani emphasised that AI enhances PR practices such as “sentiment analysis, predictive analytics and automated content creation.” These advancements bolster PR professionals’ capabilities in crisis communication, brand management and stakeholder relationship management.
However, Karani cautioned against unregulated AI usage. He urged PR practitioners in Africa to ensure “transparency, accountability, and inclusivity” guide their use of AI. PR professionals have a duty to promote truth, bridge gaps, and cultivate trust, aligning with APRA’s vision. He reaffirmed APRA’s commitment to advancing PR practices to foster development, uphold ethical standards, and contribute to society through sustainable sectoral development and social impact.
Karani, also President of the Public Relations Society of Kenya (PRSK), encouraged APRA members to explore AI’s potential as a positive force in public relations. He emphasised that embracing AI can help the profession continue to build understanding, facilitate dialogue, and create “a more connected and compassionate world.”
While AI offers immense potential to revolutionise PR, its ethical and responsible use remains paramount to ensuring that the profession continues to play its central role in fostering communication, understanding, and trust in a rapidly changing world.
