Public Relations practitioners have been urged to maximise the efficient deployment of artificial intelligence coupled with both critical thinking and ethical standards in discharging their duties.

This advice was given during the Knowledge Hub Series 1.0; a hybrid event focused on the growing impact of artificial intelligence on public relations practice hosted by the Public Relations Consultants Association of Nigeria (PRCAN).

Speaking on the theme: "AI-Driven Strategy: Mastering Algorithmic Disruption and Digital Volatility," the keynote speaker, Karl Haechler, CEO of Burson Africa described AI as introducing "beautiful chaos" into the industry.

He highlighted the shift from traditional media structures to a decentralized ecosystem where everyone is media, stressing that reputation must be deliberately built and maintained, particularly in what he described as a "post-factual era."

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Haechler introduced the "3C Formula" for effective communication, consistent narrative, compounding authority, and chorus of content while encouraging practitioners to combine AI efficiency with critical thinking and ethical standards.

The CEO of TechCabal, Tomiwa Aladekomo, examined the role of AI in modern storytelling and media intelligence.

He noted that storytelling is now audience-centric and adaptive, while media intelligence enables professionals to anticipate risks and opportunities proactively.

"AI does not replace PR expertise. It enhances speed, insights, and precision," he said.

He added that the future of public relations lies in combining communication skills with data, technology, and strategic thinking.

In her welcome address, PRCAN Chairman, Dr. Nkechi Ali-Balogun emphasized the need for professionals to move from passive learning to active disruption, noting that artificial intelligence now plays a central role in how narratives are created and shared.