Neliaku seeks ethical communication, stronger fact-checking culture
By Mustafa Abubakar
The President and Chairman of Council of the Nigerian Institute of Public Relations(NIPR), Dr Ike Neliaku, has warned that Artificial Intelligence and disruptive technologies are increasingly threatening truth, democratic stability, institutional credibility, and public trust across the globe.
Dr Neliaku gave the warning penultimate Tuesday ( May 12, 2026) while presenting a paper, titled “Disruptive Technology, Artificial Intelligence and the Post-Truth Crisis: Implications for Public Relations Practice in the Digital Economy”, at the 4th International Conference of the Faculty of Communication and Information Sciences, University of Ilorin, organised in collaboration with RUDN University, Russia, at the University Auditorium.
The Public Relations expert noted that although Artificial Intelligence has enhanced automation, predictive analytics, communication efficiency, and audience engagement, it has simultaneously intensified misinformation, deepfakes, algorithmic manipulation, digital propaganda, and declining institutional trust.
According to him, the world is currently experiencing a dangerous “post-truth crisis” where emotional appeals and manipulated narratives increasingly overshadow verified facts and objective evidence.
He explained that AI-driven communication platforms prioritise engagement metrics such as clicks, shares, reactions, and watch time, thereby allowing sensational and emotionally provocative content to spread faster than factual information.
Dr Neliaku observed that deepfakes and synthetic media now pose severe reputational and democratic risks for governments, corporations, political leaders, and media organisations across the world.
The NIPR President also warned against surveillance capitalism, noting that personal data is increasingly being used for behavioural manipulation, psychological targeting, and predictive control within digital ecosystems.
Speaking on the African context, Dr Neliaku criticised the excessive dependence on Western assumptions in AI studies and advocated Africa-centred governance systems capable of reflecting African ethical values, democratic priorities, and cultural realities.
He noted that misinformation circulating on social media platforms now significantly influences electoral communication, public health campaigns, security narratives, and interethnic relations across Africa.
The communication scholar stressed that despite rapid technological advancement, Artificial Intelligence cannot replace essential human qualities such as empathy, ethical judgement, cultural sensitivity, moral reasoning, and emotional intelligence.
According to him, the future relevance of Public Relations depends not merely on technological adaptation but on moral leadership, transparency, ethical communication, and responsible AI governance.
Dr Neliaku, therefore, called for the establishment of AI Ethics Units within Public Relations regulatory bodies, stronger fact-checking mechanisms, expansion of digital literacy education, and the development of collaborative governance frameworks involving governments, academia, media organisations, and civil society groups.
He also urged parents not to abdicate their responsibilities to Artificial Intelligence, describing the family as the first institution of moral and social formation.
The NIPR President added that while technology may accelerate communication, only ethics and ethical humanity can sustain trust, democratic legitimacy, and civilisation.
