Mombasa: Information, Communications and the Digital Economy Cabinet Secretary (CS) William Kabogo is calling for the responsible use of Artificial Intelligence (AI) among Public Relations Professionals.
According to Kenya News Agency, Kabogo made these remarks during the official opening of the 36th African Public Relations Association (APRA) Annual Conference in Mombasa. The conference, themed "Transforming Africa through Safe and Responsible Digital Communication," brings together communication professionals from across the continent to discuss the evolving role of public relations in the AI era.
Kabogo emphasized the immediate impact of AI on public relations, noting its influence on the speed of news dissemination, the role of digital creators, and the ways AI systems are shaping content creation. He highlighted the empowerment of small enterprises, the amplification of civic voices, and the transformation of public service delivery through digital communication in the country.
However, Kabogo also pointed out the challenges posed by cyber risks, such as cyberbullying, misinformation, disinformation, and declining public trust in institutions. He stressed that these issues require PR professionals to not just inform but also lead by demonstrating technological agility, ethical commitment, and a focus on human connections.
Kabogo urged practitioners to become adept at emerging technologies, excel in storytelling, and remain staunch defenders of truth in an era where it is increasingly contested. He called for governments, academic institutions, and professional bodies like APRA to provide opportunities for learning, innovation, and leadership in the field.
Reaffirming the government's commitment to building an inclusive digital economy, Kabogo emphasized the role of policies and partnerships in creating a conducive environment for PR professionals. He views public relations as a tool for nation-building that, when properly harnessed, can foster unity, enhance transparency, and drive social change.
Kabogo also highlighted the importance of improving data infrastructure to ensure African narratives are authentically and comprehensively told. He acknowledged the pivotal role of APRA in shaping public relations across Africa, especially as AI continues to transform content creation and dissemination.
APRA President Arik Karani echoed Kabogo's sentiments, challenging professionals to stay informed about global developments and embrace AI to promote Africa's image to the world.