The African Public Relations Association (APRA) is calling on its members to harness artificial intelligence (AI) tools and related technologies to gain insights towards transforming people's lives, the PR industry and modern life, provided that AI is used in an ethical and responsible manner.
The advice was given by the continental body's president, Aric Karani, in a message sent to members to mark World Public Relations Day 2024. The message, sent to mark the occasion, resonated with the theme of this year's celebration, “The Future of Public Relations in a Changing World,” noting that the realities of the contemporary world present “unprecedented change and opportunity.”
The President noted that communications, analytics and strategy in PR, such as “sentiment analysis, predictive analytics and automated content creation,” are areas where AI will augment PR professionals' human agency and capabilities, enhancing their ability to improve crisis management, brand and stakeholder relationship management and other complex issues.
In issuing a warning against the use of AI, Kalani urged African PR practitioners that “principles of transparency, accountability and inclusivity should guide the use of AI in public relations” as PR practitioners have a duty to promote truth, bridge gaps and foster trust.
He reminded all APRA members that these principles are consistent with APRA's vision and pledged the organisation's commitment to advancing promotional development, promoting ethical standards, enhancing APRA's contribution to society through sustainable development in all sectors and advancing PR practice to promote social impact.
Kalani, who is also the President, Public Relations Society of Kenya (PRSK), urged APRA members to be open-minded in exploring the limitless possibilities of AI as a force for good in public relations so that the PR industry can deepen understanding, enable dialogue and continue to play a central role in creating “a more connected and compassionate world.”
