AI discourse dominates PR Day

Artificial Intelligence (AI) emerged as the key focus of the 2026 World PR Day PR and Strategic Communications Masterclass, which opened in Lilongwe today with communication professionals urged to embrace the technology as a tool for the future.

The masterclass, organised ahead of the World PR Day commemoration on July 16, has brought together public relations and communication practitioners from across Malawi at Silver Club for discussions on industry trends, innovation and strategic communication.

Opening the event, Public Relations Society of Malawi (PRSM) President Rachel Kalera-Mhango challenged practitioners to view AI as an opportunity rather than a threat, saying the technology is transforming the public relations profession and should be embraced.

Meanwhile, the programme features presentations from Reserve Bank of Malawi Director of Public Relations Boston Maliketi Banda, who is leading a thought leadership conversation, alongside Dr. Sufyan Rashid, Edith Tsilizani and Stanley Namatumbo on issues shaping the future of communication.