APRA Advocates Ethical and Responsible Use of AI on World PR Day
By Gloria Sarauniya Usman
LAGOS, NIGERIA -July 18, 2024 - The African Public Relations Association (APRA) has urged its members to harness the power of Artificial Intelligence (AI) to transform lives, the PR industry, and contemporary society, while emphasizing the importance of ethical and responsible AI use.
In a message commemorating the 2024 World Public Relations Day, APRA President, Mr. Arik Karani, noted that the rapidly changing world presents unprecedented opportunities for public relations practitioners. He highlighted AI's potential to enhance human capabilities in areas such as sentiment analysis, predictive analytics, and automated content creation, leading to improved crisis communication, brand management, and stakeholder relationships.
However, Mr. Karani cautioned that AI use must be guided by transparency, accountability, and inclusivity principles. "As PR practitioners, we have a duty to promote truth, bridge gaps, and cultivate trust," he emphasized.
APRA Secretary General, Dr. Omoniyi Ibietan, reiterated the organization's commitment to advancing PR practice, promoting ethical standards, and contributing to sustainable development and social impact.
Mr. Karani, also President of the Public Relations Society of Kenya (PRSK), encouraged APRA members to embrace AI's opportunities and leverage its potential to build understanding, enable dialogue, and create a more connected and compassionate world.
The Press Release was signed by
Dr. Omoniyi Ibietan, fnipr
Secretary General, APRA
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