Celestine Achi, the Chief Executive of Cihan Media Group, has advocated for ethical guidelines towards for the adoption of Artificial Intelligence (AI) in the practice of Public Relations.
This, according to him, will enhance the professionalism of PR practitioners.
Mr Achi made the call at the maiden Nigeria Public Relations Week (NPRW), hosted by the Nigerian Institute of Public Relations (NIPR) Ogun State Chapter.
He pointed out the critical need for the NIPR to establish guidelines for the ethical use of generative AI by PR professionals to prevent misuse and uphold ethical standards.
During his paper presentation, themed: “AI and the Future of Public Relations,” Achi underscored the transformative potential of AI in enhancing the efficiency and effectiveness of PR practices.
He emphasized that AI poses a threat only if its benefits are ignored. Drawing parallels with the UK’s adoption of AI in journalism, he highlighted how embracing AI can prevent job losses and augment the PR profession.
“AI is not here to replace us but to complement our work,” Achi stated, urging reporters and PR professionals to integrate AI into their workflows.
According to him, “the conversation around AI in PR is multifaceted, involving the mastery of language and storytelling skills, and the deployment of AI for tasks like detecting fake news and deepfakes.”
As PR professionals navigate the evolving landscape, Achi outlined the role of AI in providing chain prompting, setting the tone, and conducting sentiment analysis.
He called for the development of policy frameworks to manage the integration of AI in PR, ensuring that attribution in reporting is maintained and the future of AI is shaped responsibly.
[Source: PRNigeria]
