PRCAN Champions AI Adoption in Public Relations Across Africa, Says Ali-Balogun
Nkechi Ali-Balogun, Chairman and Chief Executive Officer of the Public Relations Consultants Association of Nigeria (PRCAN), has declared that the communications landscape is undergoing a fundamental transformation, with artificial intelligence (AI) at its core. Speaking at the inaugural PRCAN Knowledge Hub event held recently in Lagos, she emphasized that PRCAN is actively driving the adoption of AI in public relations across Africa to navigate this new era.
Navigating a Volatile Digital Ecosystem
Ali-Balogun highlighted that AI, once a distant concept, now actively influences how narratives are created, distributed, amplified, and sometimes distorted. She noted that algorithms serve as powerful gatekeepers of visibility, reputation, and public perception, presenting both profound challenges and unprecedented opportunities for PR consultants. "For us at PRCAN, the challenge is navigating a volatile digital ecosystem where trends shift overnight, misinformation scales in minutes, and stakeholder expectations evolve with technology," she stated.
Building a 'Human Firewall' and Ethical Frameworks
To address these challenges, Ali-Balogun revealed that PRCAN is at the vanguard of AI-in-PR adoption across Africa. The association is building a 'Human Firewall' to protect the profession from deepfakes and automated misinformation. She asserted, "We won't let technology happen to us; we'll empower Nigerian PR professionals to steer it. By blending local nuances with global machine velocity, we're crafting uniquely Nigerian, AI-powered strategies." Additionally, PRCAN is aggressively strengthening legal and regulatory frameworks, ensuring that by-laws and professional standards reflect 2026 realities. This initiative aims to create a safe and ethical environment for innovation without compromising truth, with new bye-laws and a practice code set to be unveiled soon.
Insights from Industry Leaders
At the event, Karl Haechler, co-Chief Executive Officer of Burson Africa, who spoke virtually from South Africa, provided tips for working within the new communications realities. He emphasized that output must uphold the highest standards, AI efficiency and time dividends should be embraced for strategy, and professionals must maintain critical thinking while staying curious.
Tomiwa Aladekomo, Chief Executive Officer of Tech Cabal, added that AI does not replace PR expertise but enhances speed, insight, and precision. He observed that the skillset of PR professionals is evolving, and those who ignore AI risk being left behind. "Tomorrow's communicators must combine storytelling expertise, data analysis, digital literacy, strategic thinking, and ethical decision-making," he suggested. He further noted that reputation today is shaped not just by media coverage but by search engine results, social media algorithms, AI-generated summaries, and viral digital conversations.
Rewriting the PR Playbook
In his welcome remarks, Omoba Adetola Odusote, Chairman of the PRCAN Education Sub-Committee and Partner at CMC Connect LLP, echoed the sentiment of transformation. He said, "The communications landscape is no longer just evolving; it is being fundamentally reshaped by artificial intelligence, data ecosystems, and rapidly shifting digital behaviors." He emphasized that conventional public relations strategies are now challenged by algorithmic gatekeeping, real-time narratives, and an always-on information environment. The sub-theme of the event, "Rewriting the PR Playbook: AI-Driven Storytelling, Media Intelligence & Reputation Management," underscores the urgent need for practitioners to lead by combining creativity with data intelligence, intuition with automation, and storytelling with strategic foresight.
