New AI-powered Tools Will Reshape PR Practice – Achi

An advocate of AI-driven communications, Celestine Achi, has said the future of public relations would be shaped not by press releases but by data, automation and AI literacy.

Speaking ahead of the official launch of his multi-platform, AI-Powered PR ecosystem slated for May 21, Achi said the time had come for African communicators to stop playing catch-up and start leading global innovation in the communications space.

The launch includes four major tools designed to revolutionise PR practice across the continent: a book, a game, a diagnostic model, and a strategic framework.

The book, titled AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence, is described as a desk companion for PR professionals. It provides real-world case studies, prompts, and workflows for integrating AI into core functions such as content creation, stakeholder engagement, and sentiment analysis.

Alongside the book, Achi is also unveiling AI-Powered PR: The Interactive Experience — a gamified simulator that puts users in the role of a PR strategist solving high-pressure challenges using AI tools.

According to Achi, the game is a fun but strategic way to build real-world skills.

To help institutions measure progress, the AI-PR Maturity Model™ provides a benchmark-based roadmap for evaluating and improving AI readiness across six core areas. It is already being adopted by agencies and NGOs for grant-winning proposals and strategy development.

At the heart of the ecosystem is the TABS-D™ Framework — a five-step approach (Train, Adapt, Build, Ship, Deploy) that has already been used in workshops across Africa to help organisations build AI capability from the ground up.

“The PR field is at a crossroads,” Achi said. “Those who understand AI, who can own their data and automate without losing public trust, will lead the future.”

He noted that the National Orientation Agency had successfully used the TABS-D Framework to launch an AI-driven citizen engagement system and a multi-agency scenario dashboard for proactive communication planning.

Achi’s goal is to train at least 100,000 African communicators in AI skills by 2030 through books, certification programs, podcasts, and digital platforms.

“Africa doesn’t need to catch up—we need to lead,” he stated. “These tools are my contribution to building that leadership from the ground up.”

With synthetic media, generative AI, and automated targeting reshaping how information spreads, Achi believes that PR professionals must evolve from storytellers into strategic data interpreters and ethical AI users.

“This launch isn’t just about reading or playing—it’s about preparing a generation of African communicators to lead the intelligent media revolution,” he said.