Artificial Intelligence (AI) is increasingly transforming the public relations (PR) industry in Nigeria, according to Anietie Udoh, Divisional Director at Marketing Edge Publication Limited. Speaking at an interactive session in Lagos, Udoh emphasized that while AI tools are revolutionizing how PR professionals work, from media monitoring to crisis communication, they must be used with caution. He warned that PR should never lose the essential human connection that gives messages their emotional and cultural relevance.
Udoh pointed out that AI’s greatest strength lies in its ability to process and analyze large data sets in real time. This enables PR teams to detect reputational threats early and respond swiftly to media trends. However, he cautioned that speed alone is not enough. “Reacting quickly does not mean reacting wisely,” he said, stressing the importance of human oversight to prevent insensitive or tone-deaf responses.
In the realm of crisis management, Udoh acknowledged the value of AI-generated content, such as instant draft statements. Yet he underscored that messages during crises must also carry empathy and cultural sensitivity, qualities that artificial systems struggle to fully replicate. He said, “In times of crisis, speed is vital, but so is empathy,” advocating for AI and human synergy rather than over-reliance on automation.
He urged PR professionals to see AI as a supportive tool rather than a replacement. While AI can assist with drafting messages and predicting audience sentiment, the essence of PR—building trust and telling compelling stories, remains inherently human. “PR is about people, it’s about stories that resonate,” Udoh noted, warning against letting machines dilute emotional nuance and local intelligence.
Concluding his remarks, Udoh highlighted that in a relationship-driven market like Nigeria, the human factor in communication is non-negotiable. “Our market thrives on connection, and that connection is human,” he said. Despite AI’s growing role in analytics and efficiency, authentic engagement still requires the intuition and empathy that only people can bring.
Source: The sun