On the occasion of World Public Relations Day 2024, the African Public Relations Association (APRA) has asked its members to harness the power of Artificial Intelligence (AI) to enhance their work, while emphasizing the importance of responsible and ethical AI application.
APRA President, Arik Karani, highlighted the transformative potential of AI in public relations, citing areas such as sentiment analysis, predictive analytics, and automated content creation where AI can augment human capabilities.
However, Karani cautioned that AI utilization must be guided by principles of transparency, accountability, and inclusivity, aligning with APRA’s vision to promote truth, bridge gaps, and cultivate trust.
He encouraged members to embrace AI as a force for good, exploring its opportunities to build understanding, enable dialogue, and create a more connected and compassionate world.
APRA’s call to action resonates with the theme “The Future of Public Relations in a Changing World,” acknowledging the unprecedented change and opportunity presented by AI.
By leveraging AI responsibly, PR practitioners can enhance crisis communication, brand management, and stakeholder relationships, ultimately contributing to sustainable development and social impact.
Karani’s message reaffirms APRA’s commitment to advancing PR practice, promoting ethical standards, and fostering a more connected and compassionate world.
As the profession continues to evolve, APRA’s dedication to responsible AI adoption will ensure that public relations play a central role in shaping a better future for all.
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