World PR Day: APRA advocates ethical, responsible use of AI
The African Public Relations Association (APRA) has emphasized the importance of ethical and responsible use of Artificial Intelligence (AI) tools in the PR industry. In a message to its members, APRA President Mr. Arik Karani highlighted the potential for AI to transform lives and enhance PR practices. As the world undergoes unprecedented change, AI technologies such as sentiment analysis and predictive analytics can empower PR practitioners in communication, crisis management, and relationship building.
While promoting the benefits of AI, Mr. Karani also urged caution, stressing the need for transparency, accountability, and inclusivity in AI utilization. He underscored the PR practitioners’ duty to uphold truth, bridge gaps, and build trust in their communications. These principles align with APRA’s vision of advancing PR practice to drive sustainable development and social impact across various sectors.
As the President of the Public Relations Society of Kenya (PRSK), Mr. Karani encouraged APRA members to explore the positive impact of AI on PR. By embracing AI as a force for good, PR professionals can continue to facilitate understanding, dialogue, and connection in an increasingly complex and interconnected world. APRA remains committed to promoting ethical standards and enhancing the contributions of PR to society through innovative and responsible AI use.
