The African Public Relations Association (APRA) has emphasized the importance of leveraging Artificial Intelligence (AI) responsibly within the PR industry. This call was made by APRA President Mr. Arik Karani in a message to members commemorating the 2024 World Public Relations Day. The theme for this year’s celebration is “The Future of Public Relations in a Changing World.”

In his message, Mr. Karani highlighted the transformative potential of AI tools and technologies, such as sentiment analysis, predictive analytics, and automated content creation, in enhancing the capabilities of public relations practitioners. He noted that these advancements offer significant opportunities for improving crisis communication, brand management, and stakeholder relationship management.

However, Mr. Karani stressed the necessity for ethical AI use, urging PR practitioners to adhere to principles of transparency, accountability, and inclusivity. He reminded members that promoting truth, bridging gaps, and cultivating trust are fundamental duties of the profession, aligning with APRA’s vision to foster sustainable development and social impact.

Mr. Karani, who also serves as the President of the Public Relations Society of Kenya (PRSK), encouraged APRA members to explore AI’s potential as a positive force in public relations, aiming to build understanding, enable dialogue, and create a more connected and compassionate world.

The APRA President reaffirmed the organization’s commitment to advancing ethical PR practices, promoting development across sectors, and contributing to societal growth through responsible AI use.