Strategic Communication in the AI Era



... Government Urges PR Professionals to Leverage Technology for Innovation and Ethical Engagement

By Francis Maingaila ♥️

Lusaka, Zambia24 - March 19, 2025 — The Zambian government has called on public relations (PR) professionals to embrace artificial intelligence (AI) while ensuring that ethical standards and credibility remain at the forefront of their work.

Speaking on behalf of President Hakainde Hichilema, Minister of Information and Media, Hon. Cornelius Mweetwa, delivered the opening address at the 14th Zambia Institute of Public Relations and Communication (ZIPRC) Annual Conference in Livingstone.

Mweetwa highlighted the growing role of AI in reshaping communication strategies and emphasized the critical need for PR professionals to maintain accuracy and integrity in their messaging.

“Your role is more vital than ever. As AI and digital platforms change the way we communicate, the information you share must remain truthful and ethical,” Mweetwa said.

The conference, themed "Strategic Communication and AI: Collaborate, Innovate, and Thrive," focused on the opportunities and challenges that AI brings to the PR profession.

Mweetwa also referenced the Access to Information (ATI) Law, urging PR professionals to use it to promote transparency and citizen participation in governance.





ZIPRC President Irene Chipili, who also spoke at the event, underscored the importance of adapting to technological changes while preserving ethical communication standards.

She noted that AI is transforming how PR professionals engage with audiences and craft communication strategies.

“This theme is not just timely but crucial. AI is revolutionizing how we engage with our audiences, innovate strategies, and enhance communication,” Chipili stated.

Chipili further emphasized the importance of adhering to the ZIPRC Act No. 11 of 2022 and combating misinformation, which undermines public trust.

She reminded PR professionals of their responsibility to protect the public from false information and to uphold the credibility of the profession.

“We must safeguard the public from the spread of misinformation while maintaining the integrity of our communication practices,” Chipili stressed.

The conference also explored the impact of AI on public relations, as well as the role of key legislative measures such as the ATI and Cyber Security Acts in shaping communication practices in a digital world.

ZIPRC acknowledged the ongoing support from corporate partners such as Mopani Copper Mines, First Quantum Minerals, and ZANACO, who contribute to advancing strategic communication in Zambia.

“We must continue to innovate and collaborate to establish ourselves as leaders in the field,” Chipili concluded.

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