PRCAN’s First Knowledge Series Highlights Impact of AI on Media and Reputation Management
The Public Relations Consultants Association of Nigeria (PRCAN) successfully held its inaugural Knowledge Hub Series 1.0, a hybrid event dedicated to exploring the transformative influence of artificial intelligence on public relations practices.
The event took place on Tuesday, March 24, 2026, at the Lagos Marriott Hotel, bringing together communication experts, industry leaders, and stakeholders both in person and online.
Under the theme “AI-Driven Strategy: Mastering Algorithmic Disruption and Digital Volatility,” participants delved into how emerging technologies are revolutionizing storytelling, media intelligence, and reputation management amid today’s rapidly changing media environment.
In her opening remarks, PRCAN Chairwoman Dr. Nkechi Ali-Balogun highlighted the importance of shifting from passive learning to active disruption, emphasizing that artificial intelligence now plays a central role in shaping narratives.
The keynote address was delivered by Karl Haechler, CEO of Burson Africa, who described AI as introducing “beautiful chaos” into the industry. He pointed out the transition from traditional media structures to a decentralized ecosystem where “everyone is media.” Haechler also stressed the importance of deliberate reputation management in what he termed a “post-factual era.”
He introduced the “3C Formula” for effective communication—consistent narrative, compounding authority, and chorus of content—urging practitioners to combine AI efficiency with critical thinking and ethical standards.
Tomiwa Aladekomo, CEO of TechCabal, also contributed to the discussion by examining AI’s role in modern storytelling and media intelligence. He observed that storytelling has become more audience-centric and adaptable, while media intelligence helps professionals proactively anticipate risks and opportunities.
“AI does not replace PR expertise, it enhances speed, insights, and precision,” he stated, emphasizing that the future of public relations involves blending communication skills with data, technology, and strategic thinking.
The session was moderated by Mojisola Saka, with opening remarks from Mr. Adetola Odusote, Chairman of the PRCAN Education and Capacity Building Committee. Dr. Monday Ashibogwu, PRCAN’s PRO, served as Master of Ceremonies.
The event featured interactive sessions, networking opportunities, and concluded with participants receiving certificates.
PRCAN’s Knowledge Hub Series 1.0 underscores the association’s commitment to equipping professionals with the knowledge and tools necessary to navigate the evolving communications landscape.