How Can AI Improve PR In Africa

Artificial Intelligence is expanding to every industry and PR and Communication across Africa is strongly growing and with the help of artificial intelligence (AI), the industry is evolving.

According to the report on 2022-2023 Africa PR and Communications, AI is regarded by the majority of professionals in the industry as the technology that will “revolutionise the industry.”

Artificial intelligence offers more efficient and effective solutions in media monitoring, analysis and reporting, and real-time online conversation tracking, according to BusinessLive.

According to the questionnaire to practitioners around the continent conducted by TechCabal, it shows that most practitioners are implementing AI in their daily professional lives.

David Idagu Consultant at Pan-Africaan consultancy Allison+Partners, said that he emplements AI tools on core tasks like media relations and crisis management.

“I see it as a way to help increase my productivity and allow me to automate some tasks that I would have spent time doing manually. This allows me more time to focus on more high-level strategic inputs for respective clients, which is really what the clients pay for,” Idagu told TechCabal.

According to Victoria Crandall, founder and CEO of NoFilterPR and Lagos-based PR company, ChatGPT was just a “hype.”

“I felt like it was overhyped. My thinking was that this can’t really help me much in my day-to-day tasks and workflows.”  

But as she learned more about the technology tool she changed her mind and saw the impact that ChatGPT has.

“I’ve started to backpedal on the idea that AI is just hype. This has mainly been because I’ve been working with other publicists in a really fantastic PR training group that’s based in the US. Through the group, I have been able to identify ways to employ the tools to make my work much more efficient and effective,” she told TechCabal. 

Mary Gearing Deputy managing director at Magna Carta a Johannesburg-based reputation management consultancy firm shared that she and her team use AI tools for media monitoring and analytics, media and influencer database management and crisis simulation.

“Although AI is predicted to emerge as a disruptive force, for PR professionals it has the potential to not only streamline PR processes but empower professionals to work smarter by automating repetitive tasks, allowing more time and effort to be dedicated to strategic decision-making, creative solves, and hyper-targeted communications and implementation,” she told TechCabal.

Source: techcabal.com