Communications professionals in Accra trained on AI tools for content and data analysis at a recent masterclass, alongside a warning that AI generated content can miss cultural nuance without human guidance.
The PR x AI MasterLAB, hosted by Global Media Alliance (GMA) in partnership with Women in PR Ghana (WiPR Ghana), formed part of the sixth World Public Relations Day (WPRD) Festival. The session brought together PR practitioners, corporate communicators, marketers and students across three parts covering AI powered content creation, AI for media intelligence, and what organizers called the human lens in AI storytelling.
Digital marketing consultant and University of Media Arts and Communication (UniMAC) lecturer Dr. Martin Thompson Kwadzo Ntem opened with the fundamentals of generative AI and prompt engineering, demonstrating zero shot, few shot and role based prompting techniques alongside tools including Otter.ai for transcription, Suno AI for music generation and Gript AI for visual content.
Dr. Timothy Kwabla Zilevu, a digital marketing strategist and doctoral programmes coordinator at the University of Professional Studies (UPSA), covered data driven decision making using Google Trends, Kimi AI and Formula Bots, walking participants through internet scraping and sentiment analysis. His case studies included a visibility comparison of two Ghanaian musicians for a potential brand endorsement and a live sentiment analysis of publicly listed companies.
The final session, led by digital strategist Ivy De Graft Hinson, introduced the CRAFT framework, covering context, role, action, format and tone, as a structured approach to prompting. She cautioned that AI tools can overlook cultural nuance without careful human input. “AI should serve as a tool to enhance, rather than replace, professional expertise,” she said.
GMA Chief Director Emma Wenani, opening the session, said the organization remains committed to preparing communications professionals to use AI tools strategically as the industry changes.
The MasterLAB is one part of the WPRD Festival 2026, themed “Reimagining PR,” which runs from June through July and includes a PR Art Exhibition, cultural events, student engagement activities and the festival’s flagship PR Dialogue set for July 16. The session was sponsored by Samsung Ghana, Bank of Africa, Bel Beverages, Bank of Ghana, UniMAC, Silverbird Cinemas, YFM and ALX.
