Abuja, July 17, 2024 – The African Public Relations Association (APRA) has called on its members to leverage Artificial Intelligence (AI) tools and associated technologies to transform lives, the PR industry and contemporary life with a caveat for ethical and responsible use of AI.
Mr Arik Karani, the President of APRA, delivered this message which came from the global body to commemorate the 2024 World Public Relations Day (World PR Day).
He said the message resonated with the theme of this year’s celebration: “The Future of Public Relations in a Changing World”
He said the unfolding reality of contemporary world signaled ‘unprecedented change and opportunity’.
The president said 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 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.
He advised members that those precepts are in congruence with the vision of APRA and promised the organisation’s dedication to advancing PR practice to foster promotional development, promote ethical standards to enhance the contribution of APRA to society through sustainable development of all sectors to drive social impact.
Karani appealed to APRA members to be open-minded to explore the endless opportunities of AI as a force for good in public relations so the profession can continue to play its central role in building understanding, enable dialogue and “creating a more connected and compassionate world”. (GBN)
