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CS Kabogo calls for responsible use of AI in Public Relations

Information, Communications and the Digital Economy Cabinet Secretary (CS) William Kabogo is calling for the responsible use of Artificial Intelligence (AI) among Public Relations Professionals.

Speaking during the official opening of the 36th African Public Relations Association (APRA) Annual Conference in Mombasa, Kabogo underscored the growing influence of AI in shaping public discourse and information sharing. Themed: Transforming Africa through Safe and Responsible Digital Communication’, the conference brings together communication professionals from across the continent to deliberate on the evolving role of public relations in the AI era.

“The future of PR is not a distant prospect; it is already taking shape before our very eyes. We witness it in the velocity of news dissemination, in the influence of Digital creators and in how AI systems are informing content creation,” stated the CS.

The country, he noted, has witnessed Digital communication empowering small enterprises, amplifying civic voices and transforming public service delivery.

“But we have also faced cyber risks: cyberbullying, misinformation, disinformation and declining public trust in institutions. These challenges place even greater responsibilities on PR professionals not merely to inform but to lead,” he said.

The CS asserted that the future of PR will require technological agility, a renewed commitment to ethics and a steadfast focus on human connections.

He further stated that the practitioners must be adept at emerging technologies, massive storytellers and staunch defenders of truth in an age where truth is increasingly contested.

“Algorithms grow more powerful; our ethical framework must grow stronger. Governments, Academic Institutions and professional bodies like APRA must create space for them to learn, innovate and lead,” he said, challenging the Professionals to invest in training and cross-sector collaborations.

He reiterated the government’s commitment to building an inclusive digital economy that encourages innovation while safeguarding the public.

“Through our policies and partnerships, we are creating an enabling environment in which professionals like yourselves can thrive. We see PR not merely as a corporate function but as a nation-building tool. When properly harnessed, PR can foster unity, enhance transparency and drive social change.”

The Profession, he added, can help tell Africa’s story not through the lens of pity or crisis but through pride, resilience and progress.

“AI systems are trained on massive datasets, but we must ask ourselves how much of that data accurately reflects the African perspective,” said the CS. “We must improve our data infrastructure to ensure African narratives are told authentically and comprehensively.”

Kabogo acknowledged APRA’s pivotal role in shaping public relations across Africa, particularly at a time when AI is transforming content creation and dissemination.

On his part, APRA President Arik Karani challenged the professionals to drive values by being abreast of what is happening around the world amid the rapid changes in the digital landscape. The Professionals were urged to embrace AI to sell Africa to the world.

By Sadik Hassan and Sitati Reagan

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