In carrying out their responsibilities, public relations professionals have been pushed to maximize the effective use of artificial intelligence in conjunction with critical thinking and ethical standards.
This guidance was offered at the Knowledge Hub Series 1.0, a hybrid event organized by the Public Relations Consultants Association of Nigeria (PRCAN) that focused on the increasing influence of artificial intelligence on public relations practice.’
Karl Haechler, CEO of Burson Africa, gave the keynote address on the topic of “AI-Driven Strategy: Mastering Algorithmic Disruption and Digital Volatility,” describing AI as bringing “beautiful chaos” to the sector.
He emphasized that reputation must be consciously developed and maintained, especially in what he called a “post-factual era,” highlighting the transition from traditional media institutions to a decentralized ecology where everyone is media.
In addition to pushing practitioners to integrate AI efficiency with critical thinking and ethical norms, Haechler created the “3C Formula” for effective communication, consistent narrative, compounding authority, and chorus of content.
The function of AI in contemporary media intelligence and narrative was addressed by the CEO of TechCabal Tomiwa Aladekomo.
He pointed out that while media analytics allows professionals to proactively anticipate hazards and possibilities, storytelling is increasingly audience-centric and adaptive.
“PR knowledge cannot be replaced by AI. It improves accuracy, quickness, and insights,” he stated.
He went on to say that integrating data, technology, and strategic thinking with communication abilities is what will shape public relations in the future.
PRCAN Chairman Dr. Nkechi Ali-Balogun stressed in her welcoming speech the necessity for professionals to shift from passive learning to active disruption, pointing out that artificial intelligence is now crucial to the creation and dissemination of narratives.
In addition to pushing practitioners to integrate AI efficiency with critical thinking and ethical norms, Haechler created the “3C Formula” for effective communication, consistent narrative, compounding authority, and chorus of content.
The function of AI in contemporary media intelligence and narrative was addressed by the CEO of TechCabal Tomiwa Aladekomo.
He pointed out that while media analytics allows professionals to proactively anticipate hazards and possibilities, storytelling is increasingly audience-centric and adaptive.
“PR knowledge cannot be replaced by AI. It improves accuracy, quickness, and insights,” he stated.
He went on to say that integrating data, technology, and strategic thinking with communication abilities is what will shape public relations in the future.
PRCAN Chairman Dr. Nkechi Ali-Balogun stressed in her welcoming speech the necessity for professionals to shift from passive learning to active disruption, pointing out that artificial intelligence is now crucial to the creation and dissemination of narratives.
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