Says PR practitioners must prioritise credibility over noise in crisis management
By Princess Adeola Shittu
In an era defined by artificial intelligence, deepfakes, and an explosion of digital content, Tomiwa Aladekomo, Chief Executive Officer of TechCabal, emphasized that credibility—not virality—will determine the future of media and public relations.
Aladekomo delivered a fireside chat session moderated by Ms. Mojisola Saka, Chief Engagement and Experience Officer at Boucles Africa, where he shared practical insights on AI adoption, newsroom decision-making, and the evolving demands of crisis communication.
The session, which attracted communications professionals and media stakeholders, also explored how organisations can effectively navigate misinformation, maintain public trust, and stay relevant in an increasingly dynamic digital ecosystem.
These insights were shared at the PRCAN (Public Relations Consultants Association of Nigeria) Knowledge Hub held in Lagos. Excerpts:
There is a growing conversation around AI storytelling. How has TechCabal successfully integrated AI into its operations?
The starting point is simple—identify the people within your organisation who already understand AI and amplify their voices. Let them train others continuously because people don’t learn this in one sitting.
At TechCabal, we made AI adoption a deliberate internal project. We track how teams use it, where it adds value, and where it doesn’t. It’s not a one-off effort; it’s continuous.
We’ve also learned from experience. There were times we didn’t use AI as effectively as we should have, but we improved quickly. That learning curve is important.
“You can’t just say you’re using AI—you must constantly ask if you’re using it well.”
Must AI adoption be driven from the top?
Not necessarily. It can come from anywhere. In fact, younger team members often understand these tools better.
Leadership’s role is to empower them—make them champions and give them responsibility. If you rely strictly on hierarchy, you may slow down innovation.
How important is automation in today’s communication landscape?
Automation is critical. It saves time, but more importantly, it allows you to do more.
If you’re still handling repetitive processes manually in this era, you’re missing opportunities to scale and improve efficiency.
What determines whether a story gets published on TechCabal?
It comes down to newsworthiness. What’s the pitch? What’s interesting about your business? Why should anyone care?
We look at traction, innovation, and relevance. Also, there is a clear separation between editorial and business. Even as CEO, I can’t force the newsroom to publish a story.
If it’s not compelling, the answer is no.
“You may want coverage, but if it’s not interesting, the newsroom will reject it—even if it comes from me.”
What should PR professionals do differently when pitching to media platforms?
Know who covers your sector and pitch directly to them.
If it’s fintech, find the fintech reporter. If it’s enterprise or climate, go to the right person. A targeted pitch is always more effective than a general one.
How is AI affecting media credibility?
It’s actually making credible platforms more important.
When people are unsure about what they see online, they turn to trusted media to verify the truth. That increases our responsibility to be accurate.
At the same time, we take misinformation very seriously. If you give us false information, we will not take it lightly.
“When the internet is flooded with fake content, people return to platforms they trust.”
Has crisis management become more complex with AI?
Absolutely. Crises spread faster and are often triggered by manipulated or false content.
But the response should not be more noise. The solution is a credible, high-quality response.
What is the most effective strategy for managing a crisis today?
Focus on establishing the truth.
Provide verifiable information and use credible platforms or voices to communicate it. Also, identify your key stakeholders—you don’t need to convince everyone.
Some people will believe what they want. Focus on those who matter—regulators, investors, and partners.
“The response to noise is not more noise—it is a higher-quality, credible response.”
How should organisations engage the media when facing a crisis?
Engage directly with the reporter or editor. Provide new information or context.
If we make a factual error, we will correct it. But if the issue is about the angle and not accuracy, the story stands.
You may not like the framing, but if it is true, it remains.
Can organisations request deletion of unfavourable stories?
No. We do not delete stories simply because someone is uncomfortable.
If there is an error, we correct it. But if it is accurate, it stays.
Should AI be regulated?
Some regulation is necessary, especially for harmful uses like deepfakes used for defamation.
However, regulation must be approached carefully. It’s a complex space, and poorly designed rules can create unintended consequences.
What principle should guide AI usage in organisations?
“Human in the loop.” No matter how advanced AI becomes, the final decision must rest with a human. Machines cannot take responsibility—people must.
How can PR agencies remain relevant in this evolving landscape?
Understand the tools, adapt quickly, and prioritise credibility.
Your job is not to fight misinformation with more misinformation. Your job is to establish truth.
“AI will not replace credibility—it will make it more valuable.”