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PR Professionals Challenged to Step Up Fight on Misinformation

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Public relations practitioners have been called upon to embrace artificial intelligence as a powerful tool to combat the growing threat of misinformation.

The President of the Public Relations Society of Kenya, Mr. Arik Karani said that artificial intelligence (AI) has the potential to help public relations (PR) professionals identify, analyze, and debunk false information more effectively, thereby protecting the integrity of their communications and the trust of their audiences.

“In today’s digital age, misinformation in the form of fake news, ChatGP, and deepfakes is a rapidly evolving and interconnected world of can spread rapidly and have significant consequences for individuals, organizations, and society. However, PR practitioners must leverage AI to increase their capabilities, from data-driven insights for strategic decision-making to crafting personalized and targeted communication,” said Mr. Karani.

Mr. Karani spoke during the 2023 Public Relations Society of Kenya Annual Summit at the Diamond Leisure Lodge in Diani, Kwale County. The Summit has brought together over 600 delegates from Kenya, Tanzania, Uganda, Nigeria, Zambia, the United Kingdom, and the United States of America to discuss the latest trends and challenges in the field.

Officially opened by The Cabinet Secretary of the Ministry of Information, Communications, and the Digital Economy, Hon. Eliud Owalo, the Summit explored how PR practitioners can Retrospect, Reimagine, Reposition while Adopting Agile PR Practices to Cope with a Rapidly Disrupted, Fragmented, and Polarized World.

Misinformation, which has turned some publicity campaigns into crises, makes it imperative for practitioners to be vigilant against fake news and misrepresentation.

While the industry seeks to leverage AI to open new frontiers for creativity, efficiency, and impact, it is lobbying the government to establish industry standards that reflect the principles of accuracy, transparency, and ethical communication.

The Public Relations Society of Kenya, through the Ministry of Information, Communications, and the Digital Economy, has submitted the Institute of Public Relations and Communications Management (IPRAC) bill for cabinet approval. This initiative establishes a legal framework for public relations in Kenya, further elevating the industry’s standards.

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