By Agnes Ansah
Accra, March 1, GNA – Public relations practitioners in Ghana have been urged not to develop a phobia for Artificial Intelligence (AI) tools but rather embrace and adapt them to enhance their work.
Mr Charles Nii Ayiku Ayiku, a seasoned public relations and information technology (IT) professional, said AI tools such as Canva, Microsoft Designer, and Freepik could only improve the work of practitioners but would not replace what they did.
Mr Ayiku said this in a webinar held by the Institute of Public Relations (IPR), Ghana, on Friday.
The webinar was part of activities to commemorate the 50th Anniversary of the IPR, hinged on the theme: “Public Relations for Value Creation”.
Mr Ayiku, who spoke on the topic: “Artificial Intelligence and PR,” said some of the core mandate of PR practice, which were relationship building and storytelling, could not be undertaken by AI.
He noted that AI would not be able to replace human creativity and ethical judgment but rather enhance the works produced out of those human qualities.
He urged PR practitioners to embrace AI because it offered more useful tools that could inure to their benefit.
“Do not fear AI. You must understand, adapt and leverage on it…It will enhance your work but not replace it,” Mr Ayiku said.
AI tools such as ChatGPT and Jasper could assist PR practitioners in brainstorming media strategies and press release ideas.
He said AI tools could be used to monitor and analyse news, social media trends and public opinion about a product or idea.
Additionally, some would help enhance customer service, automate repetitive task and create tailored contents for specific groups.
He encouraged PR practitioners to learn how to use the numerous tools scattered on the internet, including Survey Monkey, Grammarly, Wegic, Suno, and Invideo in order to stay competitive.
GNA