Broadcasting PS wants PR professionals to lead ethical digital communication

CHARI SUCHE AND SITATI REAGAN-KNA 

The Principal Secretary (PS) for Broadcasting and Telecommunication has urged public relations practitioners to champion safe, responsible, and inclusive digital communication to help shape Africa’s future.

Speaking in Mombasa during the closing ceremony of the 36th Annual Africa Public Relations Association (APRA) Conference, PS Stephen Isaboke emphasized the importance of responsible communication in a digital era marked by rapid technological advancement.

Isaboke highlighted the need for safe, ethical, and inclusive digital practices as the continent navigates an evolving media landscape.

He challenged professionals to address critical questions: how to manage the fast-paced flow of digital information, how to ethically harness tools such as artificial intelligence and data analytics, and how to ensure that communication remains human, empathetic, and grounded in African values through storytelling and narrative.

“Public relations is not just a profession, it is a force for connection, progress, and truth. As information moves at lightning speed, we must ask ourselves how we can preserve ethics, protect our cultural values, and harness tools like artificial intelligence responsibly,” he said. 

The conference, which attracted over 700 delegates from 24 African countries including Ghana, Nigeria, Uganda, Cameroon and Gabon, was held under the theme “Transforming Africa through Safe and Responsible Digital Communication: Celebrating 50 Years of APRA.”

Isaboke commended the Public Relations Society of Kenya (PRSK) for hosting the event and reaffirmed the government’s recognition of the role public relations practitioners play in national development.

He said the Kenyan government is committed to partnering with communication professionals to advance national development goals, counter misinformation and build a digitally resilient society.

He added that the insights and networks forged among PR practitioners in Africa will strengthen the collective ability to navigate the digital landscape with integrity and inclusivity.

“We are empowering and retooling communication professionals to support transparent engagement with citizens, especially as we expand internet connectivity across the country,” he said.

He revealed that a Bill currently before Parliament seeks to formally recognize Public Relations as a key profession in the country’s governance and development frameworks.

The PS highlighted the transformative potential of Africa’s youth describing them as digital natives who are reshaping the continent’s global narrative.

He lauded Africa’s youth as pivotal players in shaping the continent’s digital narrative adding that the youth are telling Africa’s story of resilience, innovation, and unity thus the need to amplify their voices.