By Eniola Daniel
As Artificial Intelligence (AI) continues to transform the communications industry, Public Relations (PR) professionals have been urged to focus less on competing with technology and more on strengthening trust, the one thing AI cannot replace.

That was the central message at a World Public Relations Day roundtable hosted by Quadrant MSL, where communications leaders reflected on this year’s global theme, “The Golden Age of Strategic PR,” and explored how the profession is evolving in an AI-driven world.

Speaking during the session, Public Relations Manager, MTN Nigeria, Dr. Lakinbofa Goodluck, challenged communications professionals to rethink the narrative around artificial intelligence, arguing that what many perceive as PR’s greatest threat could become its greatest opportunity.

According to him, while AI has made it possible to generate content, analyse public sentiment and produce communication materials in seconds, it has also made misinformation easier to create and spread.

“AI can write press releases, analyse sentiment and generate content in seconds. It can also fabricate quotes, create convincing misinformation and spread false narratives at a speed we’ve never seen before,” he said.

“In that environment, someone still has to verify the facts, restore confidence and rebuild trust. That is where strategic public relations become indispensable.”

He noted that as content creation becomes increasingly automated and accessible, the real differentiator for communications professionals will be sound judgement, credibility and the ability to help organisations earn and maintain public trust.

The conversation also highlighted the growing importance of continuous learning for communications practitioners navigating an increasingly complex media landscape.

Co-founder of The Comms Avenue, Adeoyin Jaiyesimi, encouraged professionals to remain intellectually curious, describing curiosity as one of the most valuable qualities a strategic communicator can possess.

She urged practitioners to cultivate the habit of reading widely, asking better questions, challenging assumptions and verifying information before amplifying it.
According to Jaiyesimi, these skills will become even more critical as organisations rely on communications professionals not just to produce content, but to provide strategic counsel in an era of information overload.

The discussions reinforced the idea that while technology will continue to reshape communications, the human elements of strategic thinking, ethical judgement and relationship-building remain at the heart of effective public relations.

For participants, the session also offered a timely reflection on this year’s World PR Day theme, with many agreeing that the future of the profession will not be defined by how much content practitioners can produce, but by their ability to help organisations build credibility, navigate uncertainty and sustain trust with stakeholders.

Speaking after the session, Head of Business at Quadrant MSL, Chidinma Nwankwo, said the conversations reflected the changing role of public relations in today’s business environment.

“The communications landscape is evolving rapidly, but one thing remains constant: trust. As AI reshapes how information is created and shared, strategic communicators have an even greater responsibility to help organisations communicate with clarity, credibility and integrity. Conversations like these are important because they challenge us to keep learning, adapt to change and continue raising the standard of our profession.”