Public relations practitioners and communicators have been urged to leverage artificial intelligence (AI) tools to enhance efficiency and remain competitive in their roles.
The outgoing President of the Institute of Public Relations (IPR), Mawuko Afadzinu, noted that AI is reshaping how information is processed, which has a direct impact on brands and institutions.
He spoke at the National Public Relations and Communication Summit and Annual General Meeting held in Kwahu Nkwatia, in the Eastern Region.
“It is no longer how good you are in creativity and how good you are in relationships and how good you are in delivering the value of old. What matters today is your ability to tap into current enhancers we have . In our world today, the biggest enhabcer today is AI, AI has impacted and change the nature of communications and public relations ”
The summit discussed PR excellence in an era of misinformation, disinformation, and information overload.
Moreover, the summit also focused on how practitioners could embrace and evolve with artificial intelligence (AI) to stay relevant in a rapidly changing field.
The former IPR president, Mawuko Afadzinu, said AI tools strategically offer real-time data analysis, feedback, and crisis management solutions.
“Everybody gets up every morning to barrage of content, you open your phone and it’s opening left right centre and you are forced to select, if you could do that on the back of technology based on understanding of data, you are able to personalise your messages, know that every message you send using data is customised, and it speaks directly to the needs, desires and areas that people are looking for.”
READ ALSO:
“When that happens, it increases the optical of your messages, it makes the messages more relevant, relatable and useful, and that is what we should start doing. Real time you are also using AI to enlarge your audience, so it’s just not message you are sending, but you are also having a proper 360 conversation with them.
He urged PR practitioners to invest in learning AI tools to stay ahead in their field and to enable them add more value to their brands and institutions.
“This is a bridge into the future and and opportunity to move into the current dispensation or you stay behind and become a dinosaur. Old skill set without upscaling you leave you behind. AI presents a lot of efficiencies, it allows you to do so much with so little.”
Meanwhile, Esther Cobbah has been elected as the new President of the Institute of Public Relations.
She, along with the newly elected executives, will take over from Mawuko Afadzinu, leading the Institute of Public Relations into its next chapter.
Source:
3news.com
Source link
