APRA 2024: Experts Discuss AI, Ethics, and Inclusion for African PR
The ongoing Conference of the African Public Relations Association (APRA) has brought public relations professionals and experts together to discuss digital inclusion, Artificial Intelligence, and ethical issues.
The five-day conference, themed “One Africa, One Voice: Bridging Africa’s Communication Divide,” highlights the crucial role of public relations in unifying Africa and amplifying its global voice.
Lorenzo Petracco, Head of Creative Transformation BCW EMEA, raised concerns about AI’s impact on the communication industry, including hallucination, data privacy, and bias. However, he also instilled a sense of optimism, noting that 86% of communication professionals see AI as an opportunity, not a risk, thereby inspiring a positive outlook on the future of AI in PR.
Dr. Omoniyi Ibietan, a communication scholar and Head of Media Relations Management at the Nigerian Communications Commission (NCC), discussed digital inclusion and its role in bridging societal gaps and fostering a more equitable and connected society. He highlighted the importance of digital literacy and NCC’s initiatives to promote socio-economic opportunities and innovation.
The Public Relations and Communications Association (PRCA) Africa and APRA published their third annual study on the state of PR and communications practice and ethics in Africa. The 2024 research, presented by Regine le Roux, Founder and Managing Director of Reputation Matters, highlights the critical role of ethical conduct and integrity in the industry.
She disclosed that most respondents felt PR and Communications are undervalued at the board level. They also expressed concerns about AI’s risks and limitations in PR and communications.
The respondents agreed that proactive engagement, ethical leadership, and strategic communication are essential for reputation management in Africa.
The report underscores the vital role of ethics in the PR profession and the need for proactive management of AI-related challenges. It is a crucial resource for PR professionals, organisations, and stakeholders, highlighting their significant contribution to upholding ethical standards and advancing the African PR landscape, thereby making them feel valued and integral to the industry.
