In the context of its efforts to strengthen the institutional capacities of local government units (LGUs), the Association of Palestinian Local Authorities (APLA) concluded a specialized training on The Use of Artificial Intelligence to Enhance the Efficiency of Public Relations. The training equipped participation with needed knowledge and skills to use AI techniques to promote institutional performance and produce distinctive media content. Held over two days on Zoom, the workshop brought together members of the Public Relations and Media Hub, including 51 representatives of 38 LGUs.
AI expert Samer Beitawi provided the training. Following a review of the historical evolution of this technology, Beitawi made a detailed presentation on the concept and growing importance of AI in different sectors, particularly public relations. Practical examples showed how some tools could be used to produce news, compile outreach plans, and develop interactive publications.
The training involved a practical application of the use of AI techniques to produce high-quality audio-visual materials that meet institutional needs and a discussion of potential AI risks. It also highlighted the importance of respecting human values when intelligent technology is integrated into institutional strategies to promote public outreach and maintain excellent performance.
The training was concluded by practical recommendations to promote the use of AI in LGUs and focus on developing innovative media content that reflects community aspirations. Participants recommended that more trainings and workshops be organized to expand their knowledge of the various applications of this technology.
This activity took place in the framework of the APLA efforts to support member LGUs with adopting cutting-edge technologies to achieve comprehensive and sustainable development and promote institutional efficiency. It is part of the Municipal Technical Exchange Hubs implemented in partnership with the European Union and GIZ Local Governance Reform Programme. The project includes five hubs, namely, Engineering and Planning Hub, Financial Management Hub, Public Relations Hub, Village Councils Hub, and Creativity and Innovation Hub.
