World PR Day: APRA Urges Ethical Use of AI
By Na’ankwat Dariem, Abuja
The African Public Relations Association (APRA) has called on its members to leverage Artificial Intelligence (AI) tools and associated technologies for insights towards transforming lives, the PR industry, and contemporary life, with a caveat for the ethical and responsible use of AI.
The President of the association, Mr. Arik Karani, gave this advice in his message to commemorate the 2024 World Public Relations Day (World PR Day). Resonating with the theme of this year’s celebration, “The Future of Public Relations in a Changing World,” he noted that the unfolding reality of the contemporary world signals ‘unprecedented change and opportunity’.
This was disclosed in a statement signed by the Secretary General of APRA, Dr. Omoniyi Ibietan.
The president stated that communication, analyses, and strategies in PR, such as “sentiment analysis, predictive analytics, and automated content creation,” are spheres where AI enhances public relations practitioners’ human agency and capabilities. AI bolsters the capacity to improve crisis communication, brand and stakeholder relationship management, and other complex issues.
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Sounding a note of caution in AI utilization, Mr. Karani urged PR practitioners in Africa to ensure that “the principles of transparency, accountability, and inclusivity guide our use of AI in public relations,” because PR practitioners have a duty to promote truth, bridge gaps, and cultivate trust.
He reminded all members of APRA that these precepts are in congruence with the vision of APRA and promised the organization’s dedication to advancing PR practice. This includes fostering professional development and promoting ethical standards to enhance APRA’s contribution to society through the sustainable development of all sectors to drive social impact.
Karani, who is also the President of the Public Relations Society of Kenya (PRSK), appealed to APRA members to be open-minded and 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, enabling dialogue, and “creating a more connected and compassionate world.”
