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The African Public Relations Association (APRA) has urged its members to harness the potential of Artificial Intelligence (AI) to transform lives, the PR industry, and contemporary life, while emphasizing the importance of ethical and responsible AI use.
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In a message commemorating the 2024 World Public Relations Day (World PR Day), APRA President Mr. Arik Karani highlighted the theme of this year’s celebration, “The Future of Public Relations in a Changing World.” He noted that the current era presents both unprecedented change and opportunity for the industry.
Karani emphasized that AI tools and technologies, such as sentiment analysis, predictive analytics, and automated content creation, significantly enhance the capabilities of public relations practitioners. These tools improve crisis communication, brand management, and stakeholder relationship management, among other complex issues.
However, Karani also stressed the importance of ethical AI utilization. He urged PR practitioners in Africa to adhere to principles of transparency, accountability, and inclusivity in their use of AI. He reminded members that these principles align with APRA’s vision and the duty of PR practitioners to promote truth, bridge gaps, and cultivate trust.
Karani, who is also the President of the Public Relations Society of Kenya (PRSK), reaffirmed APRA’s commitment to advancing PR practice, promoting ethical standards, and contributing to society through sustainable development across all sectors.
He encouraged members to explore AI’s potential as a positive force in public relations, enabling the profession to continue its central role in building understanding, fostering dialogue, and creating a more connected and compassionate world.
