*Arik Karani, President of the African Public Relations Association, on the occasion of the 2024 World PR Day, urges APRA members to explore the endless opportunities of Artificial Intelligence ‘as a force for good’ in building understanding, dialogue, and creating a more connected and compassionate world

Gbenga Kayode | 绿帽献妻

The African Public Relations Association (APRA) has urged its members to leverage Artificial Intelligence (AI) tools and associated technologies for insights towards transformation of lives, PR industry, and contemporary life, with a caveat for ethical and responsible use of AI.

This advice came in a message sent to members of the continental body by Mr. Arik Karani, President of APRA.

The message, which came amid the commemoration of the 2024 World Public Relations Day (World PR Day), Tuesday, July 16, resonated with the theme of this year鈥檚 celebration, 鈥淭he Future of Public Relations in a Changing World鈥�.

The unfolding reality of the contemporary world signalled 鈥榰nprecedented change and opportunity鈥�, stated APRA.

Omoniyi Ibietan, Ph.D., fnipr, Secretary General of APRA, in a statement, noted Karani asserted that communication, analyses and strategies in PR, such as 鈥渟entiment analysis, predictive analytics, automated content creation鈥� 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.

In sounding a note of caution in AI utilisation, Mr. Karani urged PR practitioners in Africa to ensure that 鈥渢he principles of transparency, accountability and inclusivity should guide our use of AI in public relations鈥�, because PR practitioners have a duty to promote truth, bridge gaps and cultivate trust.

He reminded all members of APRA that those precepts are in congruence with the vision of APRA.

The President of the continental PR Association further pledged the organisation鈥檚 dedication to advancing PR practice while fostering promotional development and promoting ethical standards to enhance the contribution of APRA to society through sustainable development of all sectors to drive social impact.

Karani, who is also the President of the Public Relations Society of Kenya (PRSK), therefore, appealed to APRA members to be open-minded to explore the endless opportunities of AI as a force for good in public聽 relations so the profession can continue to play its central role in building understanding, enable dialogue and 鈥渃reating a more connected and compassionate world.”