13/06/2024
Webinar Explores the Impact of Digital Media and AI in Communication & PR
The Public Relations Institute of Southern Africa (PRISA), Eswatini Chapter, in collaboration with the University of Eswatini and UNESCO, hosted a compelling webinar titled "The Impact of Digital Media and AI in Communication & PR" on June 13, 2024. The event attracted 32 participants from a diverse group of communication professionals eager to understand the implications of digital transformation and artificial intelligence on their industry.
The webinar featured insightful presentations from esteemed speakers, including Dr. Henry-Count Evans, a digital transformation specialist and senior media lecturer at the University of Eswatini, and Lwandle Simelane from the UNESCO Eswatini Commission.
Mr. Mandla Luphondvo, Chairperson of PRISA Eswatini, inaugurated the session by emphasizing the importance of understanding and leveraging AI and digital media in the current communication landscape. "Partnering with experts allows us to gain from their experience and knowledge, bridging the gap in our understanding of AI's impact on communications and PR," said Mr. Luphondvo.
Dr. Evans delivered an engaging presentation on the evolution of digital media and its impact on public relations, highlighting how AI can be utilized for automation and generative tasks. "AI will not take your job, but people using AI will likely take your job due to increased efficiency," he noted, underscoring the need for professionals to adapt and integrate AI tools into their workflows.
Lwandle Simelane's presentation focused on the ethical considerations of AI, stressing the importance of data security, consent, and avoiding bias. She also highlighted UNESCO's efforts in developing global standards for AI ethics. "It's crucial that we incorporate ethical considerations to ensure that AI benefits society while safeguarding human rights," Simelane remarked.
The webinar concluded with an interactive session where participants engaged with the speakers through questions and comments. Topics ranged from the potential impact of AI on creativity and personal relationships to the importance of digital literacy and the need for robust policies to guide AI implementation.
In closing remarks, Mr. Sibusiso Mngadi, the facilitator, expressed gratitude to the speakers and participants for their valuable contributions. He emphasized the importance of continuous learning and dialogue in navigating the challenges and opportunities presented by AI and digital media.
PRISA Eswatini plans to host more webinars on industry-relevant topics throughout the year, fostering an ongoing exchange of knowledge and best practices among communication professionals.
