Using Public Relations Strategies and Artificial Intelligence (AI) for Drug Abuse Prevention

Abstract

Campaigns directed at artificial intelligence and drug abuse prevention often have relied on the use of public relations strategies as the primary vehicle for disseminating such messages. This study investigated the use of public relations strategies and artificial intelligence (AI) for drug abuse prevention. The study became necessary to find out how drug abuse prevention can be achieved using public relations strategies. The study also ascertained the extent to which public relations help to prevent drug abuse with the aid of AI by the National Drug Law Enforcement Agency (NDLEA). The study was anchored on Technology Acceptance Model (TAM)/theory and Media Dependency theory. Survey design was employed with the aid of 09-table questionnaire. The data obtained from questionnaire administered were analysed and presented using simple percentage and frequency table. Sample size of 400 was derived using Taro Yamane formula through sample random and purposive sampling techniques to reflect and represent all the residents in 12 wards of OREDO Local government area of Edo State. The result shows that the NDLEA public relation strategies have not yielded positive result in the fight against drug abuse as expected. Despite being aware of the national drug law enforcement agency, the commands public relation strategies is yet to actualize its aim as more youths still engage in drug abuse. Therefore more effort should be put in place especially for people from broken home, bad parenting and Peer group influence and caused by life style which has been identified as the major cause of drug abuse. Finding also shows that Continues wide range media campaign using new technologies organising orientation and symposiums for the masses on regular bases on the danger of drug abuse will help NDLEAs public relation strategies to yield positive result in the fight against drug abuse in Nigeria. Also it was revealed from the findings that artificial intelligence [AI] can be use by (NDLEA). Through training and education of officers on the use of new technologies, the data collected revealed that there must be adequate government funding and purchase of AI because they consider its useful timely and fast in solving problems. This study concluded that designing messages that are effective with targeted audience and choosing the right media to use in order to get the target audience is vital. The researcher recommended that creating a public relations department in NDLEA, thus employing and engaging qualified public relation practitioners as part of top management in NDLEA, officers should do compulsory course on public relations.