PR Practitioners Urged to Ethically Use AI in Nigeria

During a hybrid event focused on the impact of artificial intelligence (AI) in public relations, PR practitioners in Nigeria were encouraged to maximize efficiency while adhering to ethical standards. The event, hosted by the Public Relations Consult Association of Nigeria (PRCAN), featured keynote speaker Karl Haechler, CEO of Burson Africa, who discussed the introduction of AI as a disruptive force in the industry.

He emphasized the shift from traditional media structures to a decentralized ecosystem, highlighting the importance of maintaining ethical standards in a post-factual era. Haechler introduced a "3C formula" for effective communication, which includes narrative consistency, compound author content, and encouraging practitioners to combine AI efficiency with critical thinking.

Tomiwa Aladekomo, CEO of TechCab, examined AI's role in modern storytelling and media intelligence, noting that while AI enhances speed and insight, it does not replace PR expertise. PRCAN chairman Dr. Nkechi Ali Balogun stressed the need for the profession to transition from passive learning to actively disrupting the field, recognizing AI's central role in narrative creation and sharing.