Key Highlights
- “Audiences don’t just want stories; they want stories they can trust and relate to. Authenticity is non-negotiable
- “AI is a strategic partner. It doesn’t replace human creativity but enhances it.”
- “In an age of short attention spans, visual and interactive content rules”
- “There is a shift toward micro-influencers, with their smaller but highly engaging audiences, becoming more impactful than those with massive followings”
- “Experiment with AI and emerging technologies, but always remember—the human touch remains irreplaceable in PR”
Technology now drives nearly every aspect of human and business interactions, and the question is no longer if artificial intelligence will overhaul industries but how it will redefine them. Public Relations (PR) is no exception.
At the second edition of The Newmark Nigerian Industry Webinar, titled ‘The Future of PR in a Digital Age: Content, Automation, and the Role of AI,’ PR professionals dissected how artificial intelligence, content, and automation are impacting public relations (PR).
Hosted by Kayode Bakare, a broadcaster with Rhythm 93.7 FM Lagos, the event was an enlightening discourse on leveraging technology in PR to facilitate stronger audience relationships and innovation.
The speakers included Maureen Mwendwa, senior manager of Social Influence at Newmark Digital; Oreoluwa Ettu, head of Digital Marketing and Graphics Design at Keystone Bank; Damilola Dawson, director of Digital Content at Pulse Nigeria; and Jill Chanley, associate director of Communications, Food and Nutrition Portfolio at Global Health Advocacy Incubator (GHAI).
Maureen Mwendwa on AI as a Strategic Partner
Delivering the keynote address, Maureen Mwendwa, senior manager of Social Influence at Newmark Digital, asked a relatable question: “How many of you have used spell check, asked a voice assistant to play a song, or relied on GPS to navigate? If you have, you’ve already interacted with AI.”
Mwendwa stressed how AI has quietly integrated into daily life and is now revolutionising PR by simplifying tasks and enhancing creativity.
She shared an example from a campaign for a hotel in Goma, DR Congo: “We used a mix of user-generated content and engaging video storytelling to completely shift brand perception and boost reputation. When content aligns with audience interest, the impact is incredible.”
However, she emphasised that AI is a tool, not a replacement for human creativity: “AI is a strategic partner. It doesn’t replace human creativity but enhances it, allowing us to craft better, more compelling narratives.”
Storytelling for Advocacy with Jill Chanley
Jill Chanley, associate director at GHAI, stressed the power of storytelling in digital advocacy, distinguishing it from digital marketing. She explained: “Unlike digital marketing, which focuses on awareness, digital advocacy drives specific policy actions.”
Chanley outlined a three-step approach to creating effective advocacy messages:
- Highlight the problem – Identify the issue and its root cause.
- Articulate the relevance – Connect the issue to the audience’s values and experiences.
- Provide actionable solutions – Ensure the call to action is practical and contextually relevant.
She shared an example from Barbados, where data on the cost of non-communicable diseases was used to advocate for a tax on sugary beverages: “This approach combined data, narratives, and visuals to create a persuasive case that aligned with stakeholders.”
The Role of Collaboration and Continuous Learning
Speakers at the Newmark Webinar agreed that collaboration and continuous learning are essential for PR professionals in this phase of digitalisation.
Maureen Mwendwa advised: “Invest in training your teams, experiment with new content formats, and use analytics to refine your strategies. Collaboration with data analysts, designers, and content creators brings incredible potential.”
Kayode Bakare reiterated: “AI is not here to replace us; it’s here to assist. Let’s leverage these tools to enhance our work while staying true to the essence of PR – building relationships and telling impactful stories.”
Oreoluwa Ettu on AI’s Impact in Financial Services
Oreoluwa Ettu, head of Digital Marketing at Keystone Bank, explored how AI is changing PR strategies, particularly in financial services.
Ettu shared an example of how Keystone Bank used AI for sentiment analysis during a misinformation crisis: “We were able to track sentiment in real-time and measure the positive reception of our corrective messaging. This allowed us to address the negative narrative effectively and reassure our customers.”
However, he also acknowledged challenges in adopting AI, such as integrating legacy systems and complying with data privacy laws. “It’s essential to balance AI with ethical practices and ensure it doesn’t overshadow the human touch in PR,” he advised.
Damilola Dawson on Authenticity and Multimedia
Damilola Dawson, director of Digital Content at Pulse Nigeria, spoke on the importance of authenticity in digital PR: “Audiences don’t just want stories; they want stories they can trust and relate to. Authenticity is non-negotiable.”
Dawson also emphasised the rise of multimedia content like augmented reality (AR) and virtual reality (VR) in PR campaigns: “In an age of short attention spans, visual and interactive content rules. Imagine using AR and VR to recreate events that feel immersive and engaging.”
He discussed the evolving role of influencers, noting a shift toward micro-influencers: “Micro-influencers, with their smaller but highly engaging audiences, are becoming more impactful than those with massive followings. It’s about long-term collaborations, not one-off sponsorships.”
Balancing AI and Ethics in PR
The Newmark Webinar panel also delved into the ethical implications of AI in PR. Damilola Dawson addressed the use of AI to combat fake news: “Proper research remains irreplaceable because AI draws its answers from the internet, which can sometimes result in inaccuracies.”
He cautioned against over-reliance on AI for content creation: “Google heavily clamps down on AI-generated content, preferring original, human-generated material. Over-reliance on AI can impact visibility and engagement. Balance is key.”
Leveraging Technology without Losing the Human Touch
The Newmark webinar stressed the need for PR professionals to adapt to technological advancements while maintaining ethical and strategic integrity.
Maureen Mwendwa concluded: “Experiment with AI and emerging technologies, but always remember—the human touch remains irreplaceable in PR.”
This blend of cutting-edge tools and authentic storytelling is where the future of PR lies.
