By BrandiQ Market Intelligence Unit
Over the years, Public Relations (PR) practice appears fractured by enormous assaults and threats. Through the valley of its historical emergence as publicity, and trotting the part of Edward Barney’s press agentry, PR has encountered crisis of identity formation, recognition, reward, and even social acceptance. The volatility in the industry remains unflagging. The productive and positive role of PR in business, politics, governance, and in human existence is yet to be fully appreciated. From generation to generation, the practice of PR suffers lag; but surprisingly, it trudges on in a blaze of glory – thriving from milestone to milestone. At a time, you would think that other professional practices and the emergence of raging technology would snuff breath from its life, it is then that, like the proverbial cat with nine lives, it bounces its back off the ground onto another life sustaining circle. That is PR for you.
This time, there appears to be another threat to the practice. It is called ChatGPT. What is it all about. How does it relate to PR practice? Will it diminish the profession or propel it to a higher height? Will AI spell the end of public relations as we know it? This question, once confined to speculative conferences in Silicon Valley coffee shops, has now entered the offices of PR agencies, boardrooms, and creative studios in Lagos, Abuja, Kano, Enugu, Port Harcourt, and beyond. The rise of generative AI tools like ChatGPT has ignited urgent debates about the future of marketing communication – especially for PR professionals who rely on creativity, culture, and storytelling to shape public perception.
In this article the BrandiQ Intelligence Unit editors set out to uncover how practitioners in Nigeria’s communications industry are responding to the emergence of AI. Is it a threat to their relevance – or a powerful ally in their creative toolkit?
AI: Hype, Help or Hijack?
No doubt, AI tools like ChatGPT have disrupted the global communications space. With just a few prompts, the software can draft press releases, write social media captions, and even simulate editorial content. It’s fast, fluent, and increasingly accurate. But does speed mean supremacy? Tola Odusote, Partner at CMC Connect – a highbrow perception management agency – urges perspective: “ChatGPT is still at an experimental stage, even in high-tech economies. But we mustn’t be left behind. The world is moving – our industry must evolve with it. We should understand its capabilities, educate our clients, and integrate these tools smartly into our value offerings.”
PR is Not Just Words. It’s Human Insight.
For many industry veterans, AI is a welcome innovation – but not a replacement. It’s a catalyst, not a competitor. Dr. Nkechi Ali-Balogun, CEO, NECCI Consulting – a major PR education and training agency – and Chairman, PRCAN, sees it as a prompt for deeper creativity rather than lazy dependence: “What ChatGPT should do for a PR practitioner is jump-start you into self-discovery. Use it to generate better ideas, not to copy and paste. AI can’t replace the cultural insight, emotional intelligence, and intuition that true PR demands.”
Ali-Balogun warns, however, that over reliance on AI could lead to professional decline. “We risk neglecting research and original thinking. If used well, though, AI can even mentor new entrants into the field – where human mentors are scarce or inaccessible.”
Ethics, Originality & Ownership
Across the board, PR leaders agree: embracing AI must come with ethical guardrails. Yomi Badejo-Okusanya, MD/CEO, CMC Connect, and former President of the African Public Relations Association (APRA), and John Ehiguese, CEO of MediaCraft Associates, have echoed the same concern: innovation without integrity can harm the profession’s credibility. They advocate for an ethical framework – where AI enhances originality but doesn’t override it.
The ‘Voice’ Question: Can AI Really Sound Like You?
One of the growing fears is that AI will eventually mimic your tone, your thinking – even your brand voice. But some professionals remain unfazed. A top Nigerian author who prefers anonymity told BrandiQ:
“ChatGPT can reflect your voice, but only superficially. What it produces is what a decent research assistant might offer – not your best, publish-ready work. The soul is missing.” This sentiment is echoed by global experts including Robert Rose, Chief Strategy Advisor at the Content Marketing Institute. While AI may eventually match a brand’s tone, it still lacks the empathy, context, and cultural nuance that human professionals bring to the table.
AI Can Analyse. You Humanize.
Rather than fearing AI, many see its best use as an analytical partner. ChatGPT and similar digital tools such as Hootsuite, Meltwater, BrandTalker, etc, can quickly process data, track media trends, and segment audiences – empowering PR teams to make sharper, faster decisions. But machines can’t feel. They can’t decode cultural tension or read a room. They can’t pivot mid-interview, or negotiate a media crisis with nuance. That’s the irreplaceable core of PR – and why the human practitioner isn’t going anywhere anytime soon.
So, Will AI Replace PR Professionals?
In a word: No. Not unless PR professionals allow it to. The consensus is clear – AI is a powerful tool, but not the craftsman. The future belongs to those who can combine tech-savvy with emotional intelligence, strategic thinking, and cultural fluency. As Ali-Balogun sums it up:
“AI is here. But only those who adapt without losing their essence will thrive. The question isn’t whether AI will replace you. It’s whether you can evolve fast enough to stay irreplaceable.”
BrandiQ Takeaway:
In the hands of the lazy, AI may be a crutch. In the hands of the curious, it’s a lever for greatness. Either way, the future of PR will not be written by algorithms – but by those who understand how to wield them with purpose.
