PRCAN Hosts Knowledge Hub on AI-driven Public Relations

Emma Okonji

The Public Relations Consultants Association of Nigeria (PRCAN) has successfully hosted the PRCAN Knowledge Hub Series 1.0, a hybrid event focused on the growing impact of Artificial Intelligence (AI) on public relations practice.

The hybrid event, which held in Lagos, brought together communication professionals, industry leaders, and stakeholders, with the theme: ‘AI-Driven Strategy: Mastering Algorithmic Disruption and Digital Volatility’. The session explored how emerging technologies are reshaping storytelling, media intelligence, and reputation management in today’s fast-evolving media landscape.

In her welcome address, PRCAN Chairman, Dr. Nkechi Ali-Balogun, emphasised the need for professionals to move from passive learning to active disruption, noting that artificial intelligence now plays a central role in how narratives are created and shared.

The keynote speaker and CEO of Burson Africa, Karl Haechler, described AI as something introducing “beautiful chaos” into the industry, highlighting the shift from traditional media structures to a decentralised ecosystem where “everyone is media.” He stressed that reputation must be deliberately built and maintained, particularly in what he described as a “post-factual era.”

Also speaking at the event, CEO of TechCabal, Tomiwa Aladekomo, examined the role of AI in modern storytelling and media intelligence.

He noted that storytelling is now audience-centric and adaptive, while media intelligence enables professionals to anticipate risks and opportunities proactively.