Why PR Experts Should Leverage Collaboration and Technology — APRA President
Communication practitioners need to collaborate, understand cultural diversity, and leverage technology to effectively communicate with their audience, Arik Karani, the President of the African Public Relations Association (APRA), said.
Karani disclosed this in his address at the Global Alliance for Public Relations and Communication Management conference in Bali, Indonesia.
Karani reflected on the transformative power of digital tools in fostering teamwork and enhancing project management. He recounted his personal journey of adapting to collaborative platforms, sharing an anecdote about his initial experience with cloud-based tools. “The first time I was tasked with contributing to a shared document, I was startled by the seamless way my colleagues could join and collaborate in real-time,” he said.
Karani highlighted project management tools like Asana and AI-powered transcription software as game-changers in the modern workplace, allowing professionals to track tasks, meet deadlines, and maintain high standards. He also stressed the need for leaders to adopt a growth mindset and embrace tools that promote transparency and open communication.
“Collaboration is not just about tools; it’s about cultivating a culture of openness and understanding diverse perspectives,” Karani noted.
He urged communicators to incorporate empathy and cultural sensitivity in their strategies to resonate with diverse audiences effectively.
Karani also underlined the significance of visionary leadership in driving impactful communication. “We need leaders who are forward-thinking, who understand that collaboration and the right strategies can unlock new possibilities,” he stated.
Concluding his remarks, Karani shared an inspiring metaphor about teamwork: “Four paws are better than one. Together, as a pack, we can achieve far more than we could alone.”
