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World PR Day: APRA Advocates Ethical, Responsible Use of AI

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African Public Relations Association (APRA) has called on its members to leverage Artificial Intelligence (AI) tools and associated technologies for insights towards transformation of lives, the PR industry and contemporary life, with a caveat for ethical and responsible use of AI.

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This advice came in a message sent to members of the continental body by its president, Mr. Arik Karani. The message which came in commemoration of the 2024 World Public Relations Day (World PR Day) and resonates with the theme of this year’s celebration, “The Future of Public Relations in a Changing World”, noted that the unfolding reality of contemporary world signaled ‘unprecedented change and opportunity’.

The president stated that communication, analyses and strategies in PR such as “sentiment analysis, predictive analytics, automated content creation” are spheres where AI enhances the human agency and capabilities of the public relations practitioners and bolsters capacity for improvement in crisis communication, brand and stakeholder relationship management and otherwise complex issues.

In sounding a note of caution in AI utilisation, Mr. Karani urged PR practitioners in Africa to ensure that “the principles of transparency, accountability and inclusivity should guide our use of AI in public relations”, because PR practitioners have a duty to promote truth, bridge gaps and cultivate trust.

He reminded all members of APRA that those precepts are in congruence with the vision of APRA and promised the organisation’s dedication to advancing PR practice to foster promotional development, promote ethical standards to enhance the contribution of APRA to society through sustainable development of all sectors to drive social impact.

Karani, who is also the President of the Public Relations Society of Kenya (PRSK), appealed to APRA members to be open-minded to explore the endless opportunities of AI as a force for good in public relations so the profession can continue to play its central role in building understanding, enable dialogue and “creating a more connected and compassionate world”.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Pan-Atlantic University Partners with Cesel and University of Lincoln to Revolutionise Biogas Production in Nigeria

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Pan-Atlantic University is proud to announce its partnership with CESEL and the University of Lincoln, UK, on a groundbreaking project funded by a £219,000 Innovate UK grant.

This collaborative effort aims to develop and implement advanced biodigesters at a large-scale poultry farm in Aikun, Osun State, Nigeria.

By converting poultry waste into renewable biogas, this project will address Nigeria’s energy challenges while promoting environmental sustainability.

The innovative biodigesters will replace traditional, unsystematic models, significantly improving efficiency, safety, and the overall impact of biogas production.

Dr. Patrick Tolani, CEO of CESEL, highlighted the project’s potential, stating, “This grant provides a unique opportunity to showcase a pathway toward environmental sustainability in Nigeria’s agricultural and renewable energy sectors.

“With Nigeria’s potential to generate 25,000 megawatts of electricity from biogas, as per the Nigeria National Petroleum Company Limited (NNPCL), this project can contribute significantly to addressing the nation’s energy deficit and fostering economic growth.”

Dr. Norbert Edomah, Associate Professor (Reader) in Energy Systems & Policy at School of Science and Technology, Pan-Atlantic University, highlighted the project’s potential to empower local communities, promote sustainable energy practices, and address energy challenges in rural areas.

“Thanks to the support from Innovate UK, this knowledge transfer partnership aims at developing local competencies and innovative solutions that addresses local energy needs through production of biogas from agricultural and animal waste for diverse use in the farms, including electricity generation”

Pan-Atlantic University will serve as the initial site for prototyping the biodigester, with plans to scale up the technology at the Osun State farm. Real-time monitoring sensors will be integrated to optimize performance and set new standards for energy innovation in Nigeria.

This partnership between Pan-Atlantic University, CESEL, and the University of Lincoln demonstrates a commitment to sustainable development and technological advancement. By driving innovation in renewable energy, this project will contribute to a greener and more prosperous future for Nigeria.


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NBC Knocks EFCC over Invasion Urban RadioFM in Enugu

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National Broadcasting Commission (NBC) has expressed disappointment over the recent invasion of Urban Radio 94.5 FM in Enugu by the officials of the Economic and Financial Crime Commission (EFCC).

NBC Knocks EFCC over Invasion Urban RadioFM in Enugu

NBC in a statement signed by Susan Obi, director, Public Affairs, said the action is regrettable, considering the impact of the broadcast media on the Society.

The Commission said that the invasion of the radio station by the EFCC is viewed as a violation of the professional ethics of Broadcasting especially on a live Broadcast.

The statement reads: “The National Broadcasting Commission received with dismay the invasion of Urban Radio 94.5 FM, Enugu, on Monday, October 14, 2024, by the operatives of the Economic and Financial Crimes Commission, (EFCC) during a live Radio show, titled, PRIME TIME.

“The incursion, which was purportedly to arrest the programme’s presenter, Favour Ekoh, is viewed as a violation of the professional ethics of Broadcasting especially on a live Broadcast.

The approach for which the arrest was carried out is improper.

“This action is regrettable, considering the impact of the broadcast media on the Society.

While the NBC appreciates the efforts of the Economic and Financial Crimes Commission, in sanitising the country of financial crimes, NBC differs with the manner of approach deployed by the anti-graft agency which could have led to public disorder, disturbance, aggravated mass panic, and hysteria.

“The NBC, hereby, expresses heartfelt apologies to the listening public, the people of Enugu State, and the entire Broadcast Industry for the incident. NBC implores the general public, at this point, to be law-abiding, while the law takes its course.

“Media professionals are, also, enjoined to continue upholding ethical standards, while discharging their responsibility”.


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To realise the promise of AI in Africa, we need to make AI work for workers

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By Zuko Mdwaba,

Just as generative AI continues to open opportunities for businesses in Africa to change customer experiences and increase revenue, the benefits for workforce strategies and employees can be significant.

Zuko Mdwaba

Indeed, executive urgency to incorporate AI tools into business operations has increased seven times over the past six months, according to Slack research.

The AI-powered future of work isn’t just about efficiency, it’s about employee experience – and it promises to redefine everything from careers to culture. But to make this future a reality, AI has to work for workers. Businesses need to create a workplace where humans and AI agents work successfully side-by-side.

To help employees understand where they are on their AI journey – and leaders know how best to support them -Slack’s Workforce Lab identified five distinct AI personas in the workplace today.

The biggest group currently are ‘Maximalists’ (30%), who use AI multiple times a week to improve their work. Next are ‘Undergrounds’ (20%), those who use AI often, but are hesitant to share with their colleagues that they are doing so.

Whereas ‘The Rebels’ (19%) avoid using AI and consider it unfair when coworkers engage with these tools, Superfans (16%) are excited, but aren’t yet making the most use out of it at work. Observers (16%) have yet to integrate AI into their work. They are watching with interest and caution.

By not adopting AI now, companies and employees alike risk missing out on tangible benefits — from improving efficiencies, to overall performance and productivity, to wellbeing.

Empowering employees to leave repetitive tasks to bots, so they can focus on more meaningful work isn’t just good for employees, it’s also good for business.

At Salesforce, we prioritised four enterprise-wide solutions designed to help enhance goal-setting, automate daily tasks, find information faster, and streamline support — all while freeing up our employee success and IT teams to focus on more complex tasks.

Making AI work for workers requires leaders reimagining how they develop and train every part of their organisation. With perspectives and experiences of AI among desk workers varying so widely, a tailored approach to AI enablement is essential to setting every employee up for success.

Three key actions leaders can take to encourage AI adoption are: creating a culture of continuous learning, giving visibility to use cases of AI, and encouraging experimentation.

Clear permission, guidance and training are critical to fostering AI adoption. Only 15% of desk workers say they have the education and training necessary to use AI effectively.

Those who are trained to use AI are up to 19x as likely to report that AI is improving their productivity.

Sharing how others are using and benefiting from AI tools, and troubleshooting AI use cases, will help clarify AI norms and encourage more employees to share their own AI learnings.

Thirdly, the benefits of creating a trusted environment where teams feel supported to try new technologies are clear. Desk workers who feel trusted by their employers are 94% more likely to have tried AI for work-related tasks.

This explains why at Dreamforce 2024, Salesforce announced plans to expand access to skilling opportunities with free AI training for anyone.

The company will waive all fees for its paid instructor-led courses and credentialing through the end of 2025, totaling an anticipated $52 million investment.

To support these efforts, Salesforce will open new spaces at its San Francisco headquarters, including a pop-up AI Center for in-person community AI training courses, and dedicated floor for employees to skill up on AI tools and agents.

Salesforce’s new offerings will help skill up the workforce to address this AI skills gap and set up workers for success now — and in the future.]

Across the company, Salesforce is helping upskill its 72,000 employees by introducing global quarterly AI learning days to give employees hands-on time with the latest AI innovations.

As we build a culture of experimentation and encourage people to find ways to improve work with AI, we also have to change how we measure impact.

Rather than measuring productivity through the lens of activity or input metrics—such as time spent on a task, focusing on defining clear outcomes—such as customer satisfaction or developing new product offerings—will encourage employees to shift from mere busywork to using their time to be creative and employing whatever tools they have to achieve those outcomes.

As AI innovation and workplaces continue to change fast, employers must evolve to help employees — and ultimately their customers — be successful.

Ensuring employees collect different experiences, skills, networks, and expertise with AI will allow them to thrive in the AI-driven future.


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