Global PR Leaders Call for Ethical AI, Fact-Based Storytelling to Tackle Disinformation at IPRA Ghana Conference
Public relations and communication experts have issued a strong call to global professionals to champion ethical storytelling and fact-driven strategies to effectively counter the rising tide of disinformation in the digital and Artificial Intelligence (AI) era.
The demand was made at the ongoing International Public Relations Association (IPRA) Knowledge-Sharing Conference in Accra, Ghana, themed “Global Realities and Innovative Communication.” The three-day event, which coincides with IPRA’s 70th-anniversary, has drawn delegates from around the world to address the dual challenges of AI disruption and misinformation.
AI Must Be Mastered, Not Feared
In her welcome address, the President of IPR Ghana, Esther Cobbah, cautioned that the rapid rise of AI poses both immense opportunity and significant risk to the profession.
“If we don’t master AI, AI will master us,” Cobbah declared. “The way to master AI is by learning about it, and that is the reality our world must contend with today.”
She reminded the audience that PR itself is a neutral tool, capable of being used for both good and harm. “Public relations can be used for good and for not-so-good. In the same way, AI can either advance our societies or be abused to undermine them.
The responsibility is on us as professionals to ensure it serves the right purpose.” She stressed that PR must always remain a “bridge for understanding and ethical decision-making.”
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Ghana’s Minister for Government Communications, Felix Kwakye Ofosu, emphasized the urgency for communicators to embrace AI and innovation to navigate global challenges. He highlighted AI’s role in enhancing government platforms and called for strategic, people-centered communication to drive development and reshape Africa’s global narrative.
In parallel, the Minister of Communications, Digitalisation, Technology and Innovation, Hon. Sam Nartey George, argued that the future of AI will be defined not just by code, but by how societies communicate its purpose and impact.
“AI is not just about technology. It is about people, about progress and possibilities. With effective communication, we can demystify AI, inspire trust, and harness its power for inclusive socio-economic development,” Minister George stated.
He tasked communicators, whom he described as “bridge builders,” to frame AI as an enabler of opportunity rather than a threat. The Minister also reinforced the need for PR professionals to be the custodians of truth, especially as technology empowers the public to scrutinize governments and allows misinformation to spread faster than ever.
The African Narrative in Focus
Adding to the continental discussion, Ms. Bertha Amakali, Director of Information and Public Diplomacy at Namibia’s Ministry of International Relations, provided insights on “The Transformation of the PR Landscape in Namibia.” She detailed the evolution of PR in her country from a tool of state control in the pre-independence era to its current role as a strategic function for building relationships and ensuring accountability.
PRNigeria reports that the conference, organized in partnership with the African Public Relations Association (APRA) and IPR Ghana, is focused on ensuring practitioners adapt their skills to global realities shaped by digital disruption and political uncertainty. As Cobbah summarized, the goal is to “learn the effective ways of communicating AI for progress — for a better, more informed world.”
By PRNigeria
