CS Kabogo Urges Responsible AI Use Among PR Professionals
William Kabogo, the Cabinet Secretary for Information, Communications and the Digital Economy, has emphasized the need for responsible use of Artificial Intelligence (AI) in Public Relations. Speaking at the 36th African Public Relations Association (APRA) Annual Conference in Mombasa, he highlighted AI's growing role in shaping public conversations and the way information spreads.
The conference, themed Transforming Africa through Safe and Responsible Digital Communication, gathered communication experts from across Africa to discuss how public relations is adapting in the AI era.
AI is Already Transforming PR
“The future of PR is happening now,” Kabogo stated. He pointed out how quickly news spreads, how digital creators influence public opinion, and how AI tools are changing content creation. Digital communication has empowered small businesses, amplified civic voices, and improved how public services reach people.
However, he also acknowledged the risks that come with these advances—cyberbullying, misinformation, and declining trust in institutions. These issues increase the responsibility on PR professionals not just to share information, but to lead with integrity.
Ethics, Technology, and Human Connection
According to Kabogo, PR professionals must develop technological skills, commit to strong ethical standards, and prioritize genuine human connections. They need to be skilled storytellers and defenders of truth, especially as algorithms become more influential and the truth faces more challenges.
He urged governments, academic institutions, and organizations like APRA to support learning and innovation. Professionals should invest in training and collaborate across sectors to keep pace with new technologies.
Government Support for a Safe Digital Economy
Kabogo reaffirmed the government's commitment to building an inclusive digital economy that promotes innovation while protecting the public. He described public relations as more than a corporate function but as a tool for nation-building—fostering unity, transparency, and social progress.
“PR can help tell Africa’s story with pride and resilience rather than pity or crisis,” he said. He stressed the importance of improving data infrastructure to ensure AI systems reflect authentic African perspectives.
APRA’s Role and the Way Forward
Kabogo praised APRA's role in shaping public relations across Africa, especially during this shift toward AI-driven content. APRA President Arik Karani encouraged professionals to stay informed about global digital trends and embrace AI to promote Africa’s image worldwide.
For PR professionals looking to enhance their AI skills and adapt to these changes, exploring AI training options can be valuable. Resources like Complete AI Training’s latest courses offer practical knowledge tailored to communication experts.
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