World Public Relations Day: APRA Advocates Ethical, Responsible Use Of AI

<h4>World Public Relations Day<&sol;h4>&NewLine;<p><strong><a href&equals;"https&colon;&sol;&sol;openlife&period;ng&sol;">OpenLife Nigeria<&sol;a><&sol;strong> reports that the African Public Relations Association &lpar;APRA&rpar; has called on its members to leverage Artificial Intelligence &lpar;AI&rpar; tools and associated technologies for insights towards transformation of lives&comma; the PR industry and contemporary life&comma; with a caveat for ethical and responsible use of AI&period;<&sol;p>&NewLine;<p>This advice is credited to APRA President&comma; Mr&period; Arik Karani in a message signed by Omoniyi Ibietan&comma; APRA Secretary General and sent to members of the continental body&period;<&sol;p>&NewLine;<p>The message which came in commemoration of the 2024 World Public Relations Day &lpar;World PR Day&rpar; and resonates with the theme of this year’s celebration&comma; <em><strong>&OpenCurlyDoubleQuote;The Future of Public Relations in a Changing World”&comma; noted that the unfolding reality of contemporary world signaled &OpenCurlyQuote;unprecedented change and opportunity&period;’<&sol;strong><&sol;em><&sol;p>&NewLine;<p>The president stated that communication&comma; analyses and strategies in PR such as <em><strong>&OpenCurlyDoubleQuote;sentiment analysis&comma; predictive analytics&comma; automated content creation”<&sol;strong><&sol;em> are spheres where AI enhances the human agency and capabilities of the public relations practitioners and bolsters capacity for improvement in crisis communication&comma; brand and stakeholder relationship management and otherwise complex issues&period;<&sol;p>&NewLine;<p>In sounding a note of caution in AI utilisation&comma; Mr&period; Karani urged PR practitioners in Africa to ensure that &OpenCurlyDoubleQuote;the principles of transparency&comma; accountability and inclusivity should guide our use of AI in public relations”&comma; because PR practitioners have a duty to promote truth&comma; bridge gaps and cultivate trust&period;<&sol;p>&NewLine;<p>He reminded all members of APRA that those precepts are in congruence with the vision of APRA and promised the organisation’s dedication to advancing PR practice to foster promotional development&comma; promote ethical standards to enhance the contribution of <a href&equals;"https&colon;&sol;&sol;www&period;vanguardngr&period;com&sol;">APRA<&sol;a> to society through sustainable development of all sectors to drive social impact&period;<&sol;p>&NewLine;<p>Karani&comma; who is also the President of the Public Relations Society of Kenya &lpar;PRSK&rpar;&comma; appealed to APRA members to be open-minded to 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&comma; enable dialogue and <em><strong>&OpenCurlyDoubleQuote;Creating a more connected and compassionate world&period;”<&sol;strong><&sol;em><&sol;p>&NewLine;<p>&nbsp&semi;<&sol;p>&NewLine;