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Ayrah Media Concept Leads National Dialogue on AI in PR to Mark World Public Relations Day 2025

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Demonstrating its role as a thought leader in Nigeria’s communication industry, Ayrah Media Concept has successfully organized a high-level virtual webinar to commemorate World Public Relations Day 2025, placing the spotlight on the critical role of Artificial Intelligence (AI) in reshaping PR strategies and practice.

READ ALSO: Ayrah Media Concept: Leading the charge in PR, Creative, and Digital Marketing in Kano

Held on Tuesday, July 16, the event was themed: “The Imperativeness of AI in Contemporary PR Communication Strategies,”
and was hosted in partnership with the Nigerian Institute of Public Relations (NIPR), Kano Chapter, and PrimePulse Communications Ltd.

The webinar brought together some of the most respected voices in academia and industry, including Professor Sule Yau Sule, Senior Lecturer at Bayero University Kano; Dr. Jamila Mohammed Dahiru, development communication expert and lecturer at the University of Abuja; and Mr. Ayodele Ishola, a leading strategic communication and crisis management consultant. The session was professionally moderated by Samira Usman Adam, CEO of PrimePulse Communications Ltd.

In a keynote presentation, Professor Sule Yau Sule issued a strong call to the NIPR to develop clear and enforceable ethical guidelines on the use of AI in public relations, warning that the increasing sophistication of AI tools presents both opportunity and danger for the profession.

“AI-generated content can now imitate human communication so effectively that it becomes a challenge to detect misinformation,” Prof. Sule stated. “If left unchecked, this could undermine the credibility of public relations and the trust it is built on.”

He described AI as the most impactful technology of the 21st century but cautioned against overdependence. “PR professionals must retain their capacity for critical thinking and uphold ethical standards, even when using the most advanced AI tools.”

Dr. Jamila Dahiru took the conversation further by examining AI’s transformative potential in development communication, particularly in underserved communities. Highlighting her experience with initiatives like AI Sisters, she described how AI tools such as machine learning, chatbots, and natural language processing can support inclusive public engagement and bridge educational gaps.

“AI should be used to amplify human insight, not replace it,” she said. “Our strength as communicators lies in empathy, ethics, and emotional intelligence qualities no machine can replicate.”

Adding a strategic industry perspective, Mr. Ayodele Ishola discussed how PR professionals can use AI to support campaigns, reputation management, and crisis response while warning against allowing AI to control narratives blindly.

“AI is augmented intention,” he noted. “It amplifies the intentions of its user. As professionals, we must guide the message with our head, heart, and judgment.”

Mr. Ishola emphasized the use of tools like Top Worker and Prices Guru in enhancing campaign precision and brand monitoring, but stressed the irreplaceable value of human touch in storytelling and brand trust.

A representative of the NIPR, Aliyu Yusuf, Chairman, NIPR Kano Chapter, also addressed participants during the event, highlighting the importance of continued professional development and inviting practitioners to become certified members of the Institute.

In his vote of thanks, Auwal Sani, PR Manager at Ayrah Media Concept and Coordinator of the Webinar, expressed gratitude to the speakers, moderator, partners, and attendees. He noted that the event marks the beginning of a new era of strategic conversations to be led by Ayrah Media Concept.

“This initiative reflects our commitment to innovation, ethics, and capacity building in the communications industry,” he said.

With this successful webinar, Ayrah Media Concept has cemented its position as a forward-thinking agency driving meaningful dialogue on the intersection of technology and public relations in Nigeria.

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