In an exclusive interview with MARKETING EDGE, John Ehiguese, Chief Executive Officer of Mediacraft Associates, mentioned that AI has been playing a key role in the growth of PR business in recent times.

He said: “AI is here with us already as a strong influence. It’s also increasing the progression towards digital marketing, even as the Gen Z generation is more digitally inclined. There is no campaign you can do in PR now that will not have a strong digital component.”

According to him, influencers are also here to stay. “Influencer marketing is a very important part of our business and is in line with digital because they use digital platforms largely. Influencer gift is a matter of strategy. Influencers can equally speak from a brand experience, which makes them play dual roles; that is influencing and endorsing a product.”

While commenting on how PR has been growing in digital space, Ehiguese said: “PR is growing in digital space and is increasing awareness and patronage in the business.”