Public relations practitioners have been warned against settling for misinformed sources of information.
In order to curb this they have been asked to embrace artificial intelligence as a tool to combat the growing threat.
The President of the Public Relations Society of Kenya, Arik Karani said that artificial intelligence (AI) has the potential to help public relations (PR) professionals identify, analyse and expose false information more effectively.
He noted that the PR practitioners must leverage AI to increase their capabilities, from data-driven insights for strategic decision-making to crafting personalized and targeted communication.
“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," said Karani.
The Summit explored how PR practitioners can reposition while adopting agile PR Practices to Cope with a rapidly disrupted 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.
PRSK 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.
He was speaking during the 2023 Public Relations Society of Kenya (PRSK) annual Summit that attracted 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.