As part of activities marking the sixth edition of the World Public Relations Day (WPRD) Festival, Global Media Alliance, in partnership with Women in PR Ghana (WiPR Ghana), hosted the PR x AI MasterLAB to equip communications professionals with practical Artificial Intelligence (AI) skills.
The immersive masterclass brought together public relations practitioners, corporate communicators, marketers, students and academics seeking to leverage AI to enhance strategic communication, creativity and decision-making in an increasingly digital environment.
Structured around three specialised sessions, the programme explored AI-powered content creation, AI for media intelligence and insights, and the role of human creativity in AI-driven storytelling.
The opening session was led by Digital Marketing Consultant and Lecturer at the University of Media, Arts and Communication (UniMAC), Martin Thompson Kwadzo Ntem, who introduced participants to the fundamentals of generative AI and prompt engineering.
Through practical demonstrations of zero-shot, few-shot and role-based prompting, he explained how the quality of AI-generated content depends largely on the clarity and precision of user instructions.
Participants were also introduced to AI-powered productivity tools including Otter.ai for transcription, Suno AI for music generation and Gript AI for visual content creation.
The second session, facilitated by Lecturer and Coordinator of Doctoral Programmes at the University of Professional Studies, Accra (UPSA), Timothy Kwabla Zilevu, focused on how AI is transforming data-driven decision-making in communications.
Using platforms such as Google Trends, Kimi AI and Formula Bots, he demonstrated techniques including internet scraping, sentiment analysis and audience intelligence. His presentation featured practical case studies comparing the digital visibility of two Ghanaian musicians for a potential brand endorsement and a live sentiment analysis of selected public companies.
The final session, led by Digital Strategist Ivy De-Graft Hinson, emphasised the continued importance of human creativity, critical thinking and cultural intelligence in the AI era.
She introduced participants to the CRAFT Framework—Context, Role, Action, Format and Tone—as a structured approach to developing effective AI prompts. Drawing on recent communications campaigns, she demonstrated how AI-generated content can overlook cultural nuances without thoughtful human oversight, stressing that AI should complement rather than replace professional expertise.
Speaking at the opening of the MasterLAB, Chief Director of Global Media Alliance, Emma Wenani, reaffirmed the organisation’s commitment to preparing communications professionals for an AI-driven future.
“Artificial Intelligence is rapidly reshaping the communications landscape, and as an industry, we must ensure professionals are equipped not only to use these technologies but to use them strategically and responsibly. Through the World PR Day Festival, we remain committed to creating platforms that prepare practitioners for the future of public relations,” she said.
Participants described the MasterLAB as a timely, highly interactive and practical learning experience, noting that the sessions provided skills that could be immediately applied to the evolving demands of modern communications.
Held under the theme “Reimagining PR,” the sixth World Public Relations Day Festival continues with activities including a PR Art Exhibition, cultural experiences, student engagement programmes and networking events aimed at advancing the public relations profession in Ghana and across Africa.
The PR x AI MasterLAB was sponsored by Samsung Ghana, Bank of Africa Ghana, Bel Beverages, the Bank of Ghana, UniMAC, Silverbird Cinemas, YFM and ALX.
Source: citinews
