By Zainab Haruna Shittu
Nigeria’s public relations sector is on the cusp of a revolution driven by artificial intelligence (AI) integration. This technological advancement transforms how PR professionals work, interact with audiences, and craft compelling narratives.
Artificial intelligence enhances creativity, streamlines processes, and provides data-driven insights, revolutionising the PR landscape. Renowned experts Professor Abdallah Uba Adamu and Mr. Yusha’u Shuaibu emphasise AI’s potential to automate routine tasks, facilitate strategic decision-making, and foster personalised stakeholder communication.
Professor Adamu, a distinguished scholar at Bayero University’s Department of Information and Media Studies, notes that AI has transformative potential. He adds, “AI can automate routine tasks, facilitate strategic decision-making, and foster personalised stakeholder communication.” However, he cautions that AI’s impact on PR is still uncertain due to limited empirical evidence.
Integrating AI in public relations offers numerous benefits, including enhanced creativity and strategic thinking, improved stakeholder engagement and crisis management, targeted messaging and personalised storytelling, and increased productivity through automation.
Despite AI’s potential, challenges persist, including technical issues, infrastructure constraints, a lack of skilled manpower and training, high costs and budget constraints, potential biases, and ethical concerns.
Professor Adamu cautions, “AI can perpetuate biases if not critically evaluated. PR practitioners must develop expertise to recognise and mitigate these biases.” To maximise AI’s benefits, PR professionals should invest in AI training and capacity building, develop critical thinking to evaluate AI outputs, and balance AI-driven efficiency with human touch.
Mr. Issa Ali Musa, a leading media and IT expert, notes, “AI tools have increased productivity by automating tasks like media monitoring, sentiment analysis, and stakeholder segmentation.” However, he emphasises the need for human judgment and creativity.
Looking ahead, experts agree that AI will enhance PR practice in Nigeria. By embracing AI, Nigeria’s PR sector can improve efficiency, precision, and creativity, ultimately leading to better communication strategies.
PR professionals must build the capacity for expertise and criticality to recognise AI biases. As Nigeria’s PR sector evolves, embracing AI will be vital to staying ahead of the curve. By adapting to AI-driven changes, PR professionals can unlock new opportunities, enhance their skills, and drive business success.
Zainab Haruna Shittu wrote from Bayero University, Kano, via harunazainabshittu7567@gmail.com.