The Public Relations Consultants Association of Nigeria (PRCAN) has successfully hosted the PRCAN Knowledge Hub Series 1.0, a hybrid event focused on the growing impact of artificial intelligence on public relations practice.
Held on Tuesday, March 24, 2026, at the Lagos Marriott Hotel, the event brought together communication professionals, industry leaders, and stakeholders both physically and virtually.
Themed “AI-Driven Strategy: Mastering Algorithmic Disruption and Digital Volatility,” the session explored how emerging technologies are reshaping storytelling, media intelligence, and reputation management in today’s fast-evolving media landscape.
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.
The keynote speaker, Karl Haechler, CEO of Burson Africa, described AI as introducing “beautiful chaos” into the industry, highlighting the shift from traditional media structures to a decentralized ecosystem where “everyone is media.” He stressed that reputation must be deliberately built and maintained, particularly in what he described as a “post-factual era.”
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.
Also speaking at the event, Tomiwa Aladekomo, CEO of TechCabal, 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, adding that the future of public relations lies in combining communication skills with data, technology, and strategic thinking.
The session was moderated by Mojisola Saka, with opening remarks delivered by Mr. Adetola Odusote, Chairman of the PRCAN Education and Capacity Building Committee. Dr. Monday Ashibogwu the PRO of PRCAN served as Master of Ceremonies.
The event featured interactive sessions, networking opportunities, and concluded with the presentation of certificates to participants.
PRCAN Knowledge Hub Series 1.0 reflects the associations commitment to equipping professionals with the knowledge and tools required to navigate the evolving communications landscape.
