The Human Factor: IPRA President Addresses AI’s Role in PR
While artificial intelligence is rapidly reshaping the public relations landscape, its rise only highlights the irreplaceable value of human skills, according to International Public Relations Association (IPRA) President Nataša Pavlović Bujas.
In a recent message, Pavlović Bujas acknowledged the efficiency AI tools bring to the profession, from generating content to analyzing sentiment and predicting trends. “AI tools are changing the way we approach daily PR tasks,” she stated, noting their ability to process vast amounts of data in seconds.
However, the IPRA President emphasized that technology can’t replicate core human qualities like empathy, cultural sensitivity, or ethical judgment. Pavlović Bujas stressed that public relations is fundamentally about building relationships, establishing credibility, and demonstrating responsibility—not just about efficiency.
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“The responsibility for what is said, published, and promoted lies with people,” she wrote. “It lies with us.”
She urged professionals to consider whether they are using AI merely to be faster or if their work continues to reflect integrity and fairness. Pavlović Bujas highlighted that IPRA’s mission is more critical than ever, as the organization seeks to guide the use of AI responsibly by safeguarding ethics and nurturing human creativity.
This October, IPRA members will gather in Ghana for the Golden World Awards Gala, an event Pavlović Bujas says will celebrate the human qualities that algorithms cannot replicate.
“Campaigns honored at the Gala will showcase not only creativity and innovation but also the human qualities… such as insight, courage, and integrity,” she explained.
Pavlović Bujas concluded by reaffirming that while AI is an extraordinary tool, it is human imagination and responsibility that transform campaigns into legacies. “Let us embrace innovation, but never forget that our true value lies in the trust we build and the values we uphold,” she wrote.
By PRNigeria
