AI Shaping the Public Relations Landscape Across Africa
In the ever-evolving landscape of public relations (PR), artificial intelligence (AI) is making a significant impact across Africa. This transformation is not only reshaping the industry but also empowering professionals to focus on strategic, creative, and executional aspects of their work.
Mary Gearing, deputy managing director at Johannesburg-based reputation firm Magna Carta, believes that AI can free PR professionals to concentrate on high-value tasks. Gearing sees AI as an idea generator, capable of igniting creativity and critical thinking, leading to more captivating, purpose-led campaigns.
Autumn Marie, the founder of Rwanda-based agency KGL FWD, shares a similar sentiment. Marie has tested AI tools like ChatGPT and Brandwatch for writing and monitoring and advocates for better AI training for PR professionals. She believes that better AI training can help PR professionals maximize opportunities and minimize fears associated with AI.
The 2022-2023 Africa PR and Communications report indicates that most African PR professionals view artificial intelligence as a transformative technology for their work over the next decade. Currently, PR professionals in Africa are using AI tools like Meltwater and Brandwatch for media monitoring, Hootsuite and Sprout Social with AI features for media relations, and AI-powered sentiment analysis and crisis prediction tools for crisis management. Future use may involve more advanced AI-driven real-time insights, automated content creation, and predictive analytics to enhance proactive communication strategies.
However, it's important to note that while AI can be useful, it still requires extensive human editing and oversight to suit objectives. David Idagu, a consultant at pan-African consultancy Allison+Partners, uses AI tools for tasks like media relations and crisis management, finding that they automate rote work and boost efficiency. Yet, he emphasizes that human judgment, relationships, and creativity will stay central to success in African PR, despite AI's disruption.
Nigerian PR agency NoFilterPR's CEO, Victoria Crandall, initially had reservations about AI but now appreciates its potential benefits after collaborating with international peers. AI image generators can be a valuable tool for African PR professionals, providing creative visuals that can enhance campaigns and storytelling.
Moreover, developing local AI tools and data is key to effectively leveraging AI for Africa's unique needs and opportunities. For Africa to truly leverage AI, local development of tools and data is essential. This approach ensures that AI solutions are tailored to the continent's specific requirements, enhancing their effectiveness and applicability.
In conclusion, AI is assisting African PR professionals with media monitoring, sentiment analysis, fake news detection, and even crisis management. However, it's crucial to remember that AI should augment human capabilities, not replace professionals. With the right training and development, practitioners can be empowered by AI as a tool, not threatened. Ethical use of AI can enhance PR professionals' capabilities to help shape the industry's future. The message is clear: human judgment, relationships, and creativity will remain central to success in African PR, despite AI's disruption.
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