Book Review: AI is Reshaping PR—Celestine Achi Shows Us How
At the 2024 National Spokespersons Summit in Abuja, the atmosphere shifted when Celestine Achi spoke on “Artificial Intelligence Tools for Spokespersons.” His clear, confident presentation made it evident: AI is not a distant concept but a current force changing public relations. His message sparked a strong interest in how technology and communication intersect.
On May 21, 2025, Achi introduced a multi-platform initiative that combines a transformational book, a gamified learning tool, a diagnostic model, and an AI implementation framework. These resources are created to equip communicators with the mindset and practical skills needed to succeed in an AI-driven environment.
About the Book: “AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence”
This 538-page book forms the core of Achi’s initiative. It serves as both a strategic guide and a practical desk companion, filled with real-world case studies, templates, toolkits, and workflow guides. It focuses on integrating AI into key PR functions such as content creation, media intelligence, stakeholder engagement, and sentiment analysis.
Achi, a respected PR tech professional and AI advocate, combines years of experience with a vision that highlights the future of communication—especially from the perspective of the Global South. During a media outreach visit to Abuja, he demonstrated AI tools and generously donated copies of the book.
Who Should Read This Book?
This is not a dry academic text. It’s practical and accessible, suitable for media aides, corporate strategists, students of mass communication, and anyone involved in storytelling. Achi writes in a straightforward way that delivers depth without complexity.
Key Chapters and Insights
- Chapter 1: “The AI Revolution in Public Relations” sets the stage, explaining how AI is changing the field.
- Chapter 2: Covers AI fundamentals, offering a solid foundation for readers new to the technology.
- Chapter 3: Addresses ethical concerns and risks, emphasizing responsible AI use.
- Chapter 12: “Tools and Platforms: The AI PR Tech Stack” breaks down major platforms like ChatGPT and sentiment analysis tools, including Nigeria’s VoxPR. The focus is on strategic and purposeful use.
- Chapter 13: Features detailed case studies from organizations such as the National Orientation Agency of Nigeria (NOA), Cihan Media, and FleishmanHillard, illustrating AI's current applications in public communication.
Achi balances global best practices with local challenges like infrastructure gaps and limited datasets. Rather than ignoring these obstacles, he encourages communicators to adopt AI smartly and ethically.
Ethics and Human Creativity
Dr. Ike Neliaku, in his foreword, describes the book as both a reflection on the current state of PR and a guide for its future. The book stands out by stressing the importance of ethics, transparency, and human creativity alongside AI adoption. Achi reminds readers that AI is a tool to empower professionals—not replace them.
Final Takeaways
- Build communication teams ready to work with AI.
- Use data-driven evaluation to improve outcomes.
- Commit to continuous learning in a fast-changing environment.
Yushau Shuaib, founder of PRNigeria, calls the book an “invaluable resource” that prioritizes hands-on practice over theory. For PR and communications professionals expected to deliver more with fewer resources, “AI-Powered PR” is a guide you’ll return to again and again.
Celestine Achi’s message is clear: AI is here to empower communicators. This book doesn’t just prepare you for the future of PR—it positions you to lead it. Whether you’re in Lagos, London, Nairobi, or New York, if you work in PR or media, this book belongs on your shelf—and in your hands.
For those interested in deepening their AI skills for communication and PR, consider exploring AI-focused resources and courses that offer practical guidance tailored to communicators ready to adapt and grow.
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