Renowned academic, Professor Sarah Lwahas, emphasized the crucial need for public relations practitioners to understand the impact of Artificial Intelligence (AI) on their profession.
She said this at the Nigerian Institute of Public Relations (NIPR) Plateau Chapter’s annual general meeting and public lecture at Fox Hotel, on the 15th of August, 2024 in Jos, Plateau State.
Professor Lwahas, a distinguished NIPR Council member and Director, Advancement Office and Linkages, University of Jos, delivered the pivotal address, stressing the importance of understanding AI’s influence on public relations. Her remarks set the tone for the event, encouraging practitioners to embrace AI’s transformative potential.
The event featured a lecture by Professor Victor Dugga, from the Department of Theatre and Media Arts Federal University, Lafia, who spoke on “Leveraging Generative Artificial Intelligence to Strengthen Public Relations Practice in Nigeria.” Professor Dugga emphasized the potential of AI to enhance public relations when applied correctly.
Nde Dr. Gideon Barde delivered a tribute lecture on the life and legacy of JD Gomwalk, a Nigerian icon, highlighting his exemplary leadership skills and encouraging attendees to learn from his experiences.
A question-and-answer session followed the lectures, allowing attendees to engage with the speakers. During this session, the representative of the Director of PRTV asked about the intrusive nature of AI, and Professor Dugga clarified that individuals have the choice to accept or refuse AI.
Reacting, Dr. Taye Obateru, a lecturer in the Department of Mass Communication, University of Jos, praised Professor Dugga’s lecture, saying, “Professor Victor Dugga is a mentor and a shining example of academic excellence. His lecture has opened our eyes to the vast possibilities of AI in public relations. We are grateful for his contributions to our field.”
The event concluded with an election, marking a successful annual general meeting for the NIPR Plateau Chapter.
Attendees praised the event for its insightful lectures and interactive sessions, acknowledging the significance of AI in shaping the future of public relations.
Report by Grace Okoye
Photos by Mwuese Praise Adem
