By Tony Adibe
Artificial Intelligence, otherwise known as AI, has been described as a tool to be mastered and used by professionals rather than being regarded as a threat to be feared by humans.
This assertion comes as Public Relations Practitioners have been advised to see and embrace AI from this perspective with a spirit of professionalism, ensuring that human creativity and ethics remain at the forefront of strategic communication.
The advice was the focus of the message during the October edition of the PR Clinic, organized by the Nigerian Institute of Public Relations (NIPR), Enugu State Chapter.
The edition was held at the premises of Dream 92.5 FM, GRA, Enugu, and featured an inspiring lecture by the Head, Department of Mass Communication, Enugu State University of Science and Technology (ESUT), Dr. Maxwell Menkiti Ngene.
Presenting his lecture entitled “Authenticity in the Age of Artificial Intelligence: The New Rules of PR and Strategic Communication,” Dr. Ngene said that AI is not a threat to be feared, but a tool to be mastered.
Ngene advised practitioners not to discard AI but to “humanize it”, integrating it as a tool to enhance, rather than replace, human ingenuity.
The university Don said: “AI has come to stay. It has not destroyed the need for communication; rather, it has improved the communication processes.” He emphasized a crucial shift in the profession, adding that authenticity is now the real substance of public relations, and no longer a “mere ornament.”
He further charged practitioners to evolve, insisting that they must become “content generators instead of content kidnappers,” leveraging AI for inspiration and efficiency while maintaining an authentic, human-centric approach. But Ngene didn’t quite explain what he referred to as “content kidnappers,” apparently leaving the huge audience “brainstorming.”
In his remarks, the Acting Chairman of the NIPR Enugu Chapter, Dr. Onyedikachi Stanley Onovo, praised the lecture as “powerful” and a “timely intervention.” He lauded Dr. Ngene, whom he described as a “guru in public relations practice,” for exposing members to the new frontiers of AI in daily life and professional practice.
Dr. Onovo expressed delight at the renewed vigour and interest in the Enugu Chapter, which has led to the return of several prominent figures to its fold. He said: “The chapter is now generating significant interest, and we are excited to welcome back some of our biggest names.”
NewsBits learnt that the return of these veterans was exemplified by Barr. Obum Arum, who proudly identified himself as a product of the late Prof. Ike Nwosu. Expressing his joy at the chapter’s current trajectory, Barr. Arum promised that all protégés of the legendary professor would be making a “grand comeback” to the institute. However, Onovo didn’t recall the circumstances that led to the initial departure of the members who have now made a dramatic comeback.
Meanwhile, the Chapter’s Acting Secretary and an ICT specialist, Mr. Nduka Odo, described the lecture as a “perfect match to the reality of AI in society today,” highlighting its practical relevance. The Chapter’s Treasurer, Mrs. Ihuoma Phillips Daniel, also thanked the host, Dream 92.5 FM, for its consistent support and partnership.
The well-attended meeting also addressed key chapter business. Members extensively discussed the forthcoming World Public Relations Forum and the postponement of the chapter’s Annual General Meeting (AGM) by three months to ensure constitutional compliance. The members fully aligned themselves with the national body’s programmes, all geared towards the sustainability of NIPR’s ideals.
However, only time will tell how far professionals will go when it comes to adopting the outcome of this edition of the PR Clinic.
