In preparation for the inaugural edition of the Nigeria Public Relations Week (NPRW), slated for April 22nd to 26th, 2024, at the June 12 Cultural Center in Abeokuta, Ogun State, the Nigerian Institute of Public Relations (NIPR) organized a pre-conference learning series held via Zoom on April 2nd, 2024.

During the session, Dotun Babatunde, Digital Marketing (B2C) expert at Olam Grains Nigeria, delivered a presentation on Digital Public Relations (DPR), highlighting the role of Artificial Intelligence (AI) in shaping its future.

Babatunde emphasized that AI holds immense potential for the future of DPR, citing recent developments such as ChatGPT, which have sparked concerns about its impact on the industry. However, he reassured participants that AI cannot replace human intelligence and creativity. Instead, he advocated for embracing technology to enhance efficiency in PR activities.

He discussed the various AI tools available for content generation, video production, graphics creation, and more, emphasizing the importance of leveraging these tools to streamline PR processes and deliver results to clients promptly.

Babatunde also touched upon the emergence of AI influencers, noting that some brands are turning to AI-generated personalities to navigate the challenges associated with human influencers. As technology continues to advance, he believes that AI will play an increasingly significant role in shaping the digital PR landscape.

In a separate interview, Beatrice Olalekan, Senior Associate, Client Partnerships, Red Media Africa, mentioned that merging trends in PR include the use of data analytics and AI for audience segmentation and targeting. The rise of influencer marketing, increased focus on corporate social responsibility (CSR) and sustainability, she noted, are driving the integration of PR with digital marketing and content strategy.

“PR professionals are increasingly using data analytics and artificial intelligence to better understand their audience, track campaign performance, and optimize messaging. AI-powered tools can analyze vast amounts of data to identify trends, sentiment, and audience preferences, helping PR practitioners tailor their messages for maximum impact,” she said.

In conclusion, Babatunde urged PR professionals to embrace AI as a tool to enhance their capabilities rather than viewing it as a threat. He believes that by leveraging AI technology effectively, PR practitioners can improve efficiency, creativity, and ultimately deliver better results for their clients.