Why African PR professionals are concerned about media freedom and AI misuse

Why African PR professionals are concerned about media freedom and AI misuse - Journalists during a past press conference. (Photo: UN/file)

APRA President Arik Karani said the public had lost trust in some public relations practitioners because of their alleged involvement in spreading propaganda and undermining media freedom.

African public relations professionals have warned that government propaganda, restrictions on media freedom and the misuse of artificial intelligence could undermine public trust and reverse democratic gains across the continent.

The professionals said attempts by governments to control information and intimidate media practitioners risk fuelling public discontent and civil unrest.

Speaking during the 21st Annual Summit of the East Africa Public Relations Week at Diamonds Hotel in Malindi, Kilifi County, Africa Public Relations Association (APRA) Secretary-General Omonyi Ibietan said some governments were harassing media and communication professionals to prevent information from reaching the public.

He warned that efforts to suppress information could have serious consequences, arguing that citizens would eventually demand accountability from governments that deny them access to information.

APRA President Arik Karani said the public had lost trust in some public relations practitioners because of their alleged involvement in spreading propaganda and undermining media freedom.

He said the association was working to rebuild confidence in the profession by engaging public relations officers working in government.

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Meanwhile, Government Spokesperson Charles Owino called on the Judiciary and law enforcement agencies to strengthen investigations and prosecution of those spreading misinformation and hate speech.

He argued that delays in concluding cases allowed perpetrators to escape punishment, urging investigators to build strong cases capable of securing convictions and deterring offenders.

The summit brought together public relations practitioners from across the region to discuss emerging challenges in communication and information management.