Communicating Sustainable Development in the Era of AI: An Evaluation of PR Strategies of Select PR Firms in Akwa Ibom State

Abstract

This study evaluated Public Relations (PR) strategies employed by firms in Akwa Ibom State to communicate sustainable development in the era of artificial intelligence (AI). The objectives were to examine the PR strategies used, assess the integration of AI tools, and evaluate the effectiveness of these strategies in influencing public awareness and behaviour. The study was grounded in the Excellence Theory of Public Relations, emphasising two-way symmetrical communication, and the Diffusion of Innovations Theory, explaining the adoption of new technologies within social systems. A survey design was adopted, with data collected from 140 registered PR practitioners and key stakeholders using structured questionnaires and in-depth interviews. Analysis employed frequency counts, percentages, and thematic interpretation. Findings revealed that traditional media campaigns, social media engagement, and community forums were the primary strategies, while AI tools were moderately integrated, mainly in social media analytics and automated content creation. Although PR efforts increased awareness, their impact on behavioural change and policy influence was limited. The study concludes that PR practices in Akwa Ibom remain predominantly dissemination-oriented, with underutilisation of AI and limited participatory engagement, constraining their contribution to Sustainable Development Goals. Recommendations include adopting participatory, AI-enabled communication frameworks; building practitioner capacity through continuous training by the Nigerian Institute of Public Relations; and strengthening collaboration between PR firms, government agencies, and civil society to ensure campaigns achieve measurable behavioural and policy outcomes