Strategic Communication in the AI Era – Zambia 24 [English]

By Francis Maingaila | Source: Zambia 24 | Read the full article in English

In a recent conference held in Livingstone, the Zambian government emphasized the importance of integrating artificial intelligence (AI) into public relations practices. Minister of Information and Media, Hon. Cornelius Mweetwa, spoke on behalf of President Hakainde Hichilema, urging PR professionals to adopt new technologies while prioritizing ethical standards and credibility in their communications. The conference, themed "Strategic Communication and AI: Collaborate, Innovate, and Thrive," highlighted both the opportunities and challenges that AI presents to the field.

Mweetwa stressed that as communication methods evolve with AI and digital platforms, it is crucial for PR professionals to ensure that the information they disseminate remains accurate and trustworthy. He also encouraged the use of the Access to Information Law to foster transparency and engage citizens in governance. The event featured discussions on how AI is reshaping audience engagement and communication strategies, with a focus on maintaining ethical practices.

ZIPRC President Irene Chipili echoed these sentiments, underscoring the need for PR professionals to adapt to technological advancements while combating misinformation. She reminded attendees of their responsibility to uphold the integrity of their profession and protect the public from false information. The conference also acknowledged the support of corporate partners in advancing strategic communication in Zambia, emphasizing the importance of innovation and collaboration in the field.

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