Professor of Strategic Management and Human Capital Development at Nnamdi Azikiwe University, Professor Okey Ikechukwu, has raised concerns over the growing influence of Artificial Intelligence (AI) and the rapid spread of misinformation in reputation management.

Ikechukwu who stated this at a reputation roundtable organised by the Nigerian Institute of Public Relations (NIPR), FCT Chapter, described the digital space as a “high-risk battlefield” where public perception can be destroyed within seconds.

Themed, “Navigating Reputation Challenges in the Digital Era,” the roundtable brought together professionals to discuss how best to safeguard reputations in an age of instant information and digital disruption

The don lamented that traditional crisis response strategies were no longer effective.

He called for real-time digital monitoring and proactive communication to mitigate reputational risks.

“Delayed responses to reputation crises can be fatal.

Organisations must have a preemptive crisis management plan that ensures swift, fact-based responses before narratives spiral out of control”, he said.

He warned that false narratives now spread faster than facts, making long-term reputation recovery more difficult, stressing that PR professionals must adopt digital intelligence tools to track and counter misinformation before it goes viral.

According to him, the importance of social listening strategies, where organisations continuously monitor online conversations to detect and address potential crises cannot be overemphasized.

Chairman of the NIPR FCT Chapter, Stanley Ogadigo, expressed concerns that Nigeria’s socio-economic challenges were being exacerbated by reputational crises.

He reaffirmed the institute’s commitment to equipping PR professionals with modern strategies to navigate the complexities of the digital landscape.