Chairman / Chief Executive Officer of Public Relations Consultants Association of Nigeria (PRCAN), Nkechi Ali-Balogun, has observed that the communications landscape is no longer merely evolving, but being fundamentally reshaped.

To this end, she disclosed that the association is changing narratives through AI-in-PR adoption across Africa.

Speaking at PRCAN Knowledge Hub held in Lagos recently, she noted artificial intelligence, once a distant concept, now actively influences how narratives are created, distributed, amplified, and sometimes distorted.

Themed, “AI-driven strategic communication: Mastering algorithmic disruption and digital volatility, she added algorithms are also powerful gatekeepers of visibility, reputation, and public perception.”

Saying this presents profound challenge and an unprecedented opportunity for PR consultants, Ali-Balogun stated, ‘for us at PRCAN, the challenge is navigating a volatile digital ecosystemwhere trends shift overnight, misinformation scales in minutes, and stakeholder expectations evolve with technology.’

To her, “PRCAN is at the vanguard of AI-in-PR adoption across Africa. We’re building the ‘Human Firewall’ to protect our profession from deepfakes and automated misinformation. We won’t let technology happen to us; we’ll empower Nigerian PR professionals to steer it. By blending local nuances with global machine velocity, we’re crafting uniquely Nigerian, AI-powered strategies.”

Saying the association is aggressively strengthening legal and regulatory frameworks, ensuring our by-laws and professional standards reflect 2026 realities she assured this will create a safe, ethical environment for innovation without compromising truth.

To her, “soon, we’ll unveil new bye-laws and a practice code to elevate our services.”
In his presentation, co- Chief Executive Officer Burson Africa Karl Haechler, who spoke virtually from South Africa, listed tips for working within the new communications realities.

As, output must uphold highest standards; AI efficiency and time dividends must be embraced for strategy; maintaining and observing critical thinking and always staying curious.

Chief Executive Officer of Tech Cabal, Tomiwa Aladekomo, said AI does not replace PR expertise but enhances speed, insight and precision.

To him, PR professionals who learn to work with AI will shape the future of communications.Saying those ignore it risk being left behind, he observed the skillset of PR professional is evolving.

Tomorrow’s communicators, he suggested, must combine, storytelling expertise, data
analysis, digital literacy, strategic thinking and ethical decision making.

Today, he added reputation is shaped not just by media coverage, but by search engine results, social media algorithms, AI-generated summaries and viral digital conversations.

In his welcome remarks, Chairman, PRCAN Education Sub-Committee, and Partner, CMC Connect LLP, Omoba Adetola Odusote, said, “the communications landscape is no longer just evolving, it is being fundamentally reshaped by artificial intelligence, data ecosystems, and rapidly shifting digital behaviors. What once worked as conventional public relations strategy is now being challenged by algorithmic gatekeeping, real-time narratives, and an always-on information environment.

“Our sub-theme, “Rewriting the PR Playbook: AI-Driven Storytelling, Media Intelligence & Reputation Management,” speaks directly to this transformation. It underscores the urgent need for practitioners, not just to adapt, but to lead. Today’s PR professional must combine creativity with data intelligence, intuition with automation, and storytelling with strategic foresight.”