Information, Communications and the Digital Economy Cabinet Secretary (CS) William Kabogo has thrown down the gauntlet to African communicators: embrace Artificial Intelligence (AI) responsibly, safeguard truth, and accurately represent our continent in the digital age.
He made the call during the official opening of the 36th African Public Relations Association (APRA) Annual Conference here in Mombasa, underscoring AI’s rapidly growing influence on public discourse and information sharing.
Themed “Transforming Africa through Safe and Responsible Digital Communication,” the APRA 2025 conference has drawn communication professionals from across the continent to deliberate on public relations’ evolving role in the AI era.
“The future of PR isn’t some distant prospect; it’s already taking shape before our very eyes,” CS Kabogo asserted. “We see it in the velocity of news dissemination, in the influence of digital creators, and in how AI systems are informing content creation.”
He acknowledged that Kenya has witnessed digital communication empower small enterprises, amplify civic voices, and transform public service delivery. However, he quickly pivoted to the flip side: “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.”
The CS emphasized that the future of PR demands technological agility, a renewed commitment to ethics, and a steadfast focus on human connections. He pressed the point that the profession must be adept at emerging technologies, be master storytellers, and staunch defenders of truth in an age where truth itself is increasingly contested.
“As algorithms grow more powerful, our ethical framework must grow stronger,” he challenged. “Governments, academic institutions, and professional bodies like APRA must create space for them to learn, innovate, and to lead.” He further urged professionals to invest in training and cross-sector collaborations.
Kabogo reiterated the government’s commitment to building an inclusive digital economy that encourages innovation while simultaneously safeguarding the public. “Through our policies and partnerships, we are creating an enabling environment in which professionals like yourselves can thrive,” he stated. “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.”
He concluded his remarks by urging the profession to help tell Africa’s story – not through the lens of pity or crisis, but through pride, resilience, and progress.
Echoing this sentiment, APRA President Arik Karani challenged the attending professionals to drive values by staying abreast of global developments amidst the rapid shifts in the digital landscape. He specifically urged them to embrace AI as a tool to effectively “sell Africa to the world.”
What are your thoughts on CS Kabogo’s challenge to PR professionals in the age of AI? Do you think the industry is ready to take on this expanded role as “nation-builders” and “defenders of truth”?
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