Technology trends

Why PR Practitioners Should Question Tech Trends

Femi FalodunCEO of ID Africa, called on professionals to study new trends and critically question how emerging technologies like AI, cryptocurrencies, web3, metaverse and others can make or break the human experience.

He said so in his submission in the PRCA Ethics Council’s 2022 Annual Outlook Report unveiled on Tuesday.

| Quote from Femi Falodun in the PRCA Ethics Council 2022 Annual Report

The report published annually by the world’s largest professional public relations body, the Public Relations and Communications Association (PRCA), features the views of 30 global leaders and explores the ethical challenges of engaging in the metaverse, NFTs, artificial intelligence (AI) and other new technology.

Speaking on the report, PRCA Global Ethics Council Co-Chair, West MPRCA, Mary Beth said: “The PRCA Council on Ethics urges the entire public relations industry – at all levels of experience and practice – to embrace new areas of learning, outreach and strategic thinking related to public relations. ethics of AI and how digital technology could be engaged in ways that potentially risk stakeholder trust and brand reputation.”

“This year’s annual PRCA Ethics Council Perspective provides public relations professionals with the tools to push their clients to be ethical and to use every touchpoint as an opportunity to tell human stories that truly matter. impact and establish a deeper connection with the people the industry serves,” PRCA Global Ethics Council Co-Chair Nitin Mantri added.

On his contribution, Femi said that “Public relations practitioners working in and around the web3 ecosystem must pay close attention to the ethical issues of web3, in order to properly guide their stakeholders. As long as PR practitioners stay properly informed about technology and stay people-centric, they will emerge as trusted partners to governments, web3 builders and user society, helping them find and communicate the best ways which these technologies can enrich the human being. live.”

He added that many of the concerns with Web3-related technologies are ambiguity about what is right or wrong.

“One of web3’s main concerns is sustainability. According to Digiconomist, Bitcoin mining generates up to 96 million tons of CO2 emissions per year, while Ethereum mining produces 47 million tons. The Bitcoin network also produces 30,000 tons of electronic waste per year. Although developers are introducing new, less energy-intensive methods, the carbon footprint of crypto is expected to continue to increase as adoption increases.

“The biggest ethical concerns with AI include racial bias of robots, inequality in the distribution of wealth created by robots, cybersecurity risks, robot rights, unemployment due to job loss for the benefit of machines, and the Singularity, the fear that one day humanity will lose control to complex intelligent systems,” he added.

Through its understanding of emerging technologies, industry and consumer trends, ID Africa helps provide strategic advisory and communications services to brands and organizations in Africa looking to better connect with their stakeholders.

ID Africa is part of the BlackHouse Media (BHM) family, of which Femi is also a director.

ID Africa is BHM’s pan-African advisory and execution firm; helping consumers, brands, organizations and governments understand the most promising continent in the world, Africa. Through local and regional advisor-led services, ID Africa uses a combination of media consumer knowledge, market intelligence, an extensive content and editorial distribution studio, and super-advisors, to design and deliver award-winning and impactful work across the continent.