PRSA Releases Guidance on Artificial Intelligence

In the ever-evolving landscape of technology, it is undeniable that AI has firmly established its presence, and has a huge impact on public relations professionals.

As we continue to navigate this uncharted territory, it is important to educate ourselves on the advantages and drawbacks that accompany AI’s integration into our profession. How do we remain educated about its continuous evolution? What about a crisis involving AI? And there is so much more to think about on this topic.

That is why PRSA’s Board of Ethics and Professional Standards has been working to develop guidance around ethics and AI. PRSA has just released “Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners.” Incorporating extensive research, expert input and peer review, this framework follows the PRSA Code of Ethics and provides best practices on preventing and managing potential ethical challenges that may arise from the improper use of AI tools.

It focuses on five provisions found in the Code of Ethics, with each defined and examined in terms of how it relates to generative AI tools, coupled with examples of proper and improper use.

The provisions include:

·       Free Flow of Information

·       Disclosure of Information

·       Competition

·       Safeguarding Confidences

·       Enhancing the Profession

As this topic continues to evolve, so does the support and guidance available to you. You can reach the recommendations by visiting PRSA’s ethics page, AI Insights page and MyPRSA’s Ethics in Communications Community.  And don’t forget to check out the FREE webinars available to PRSA members on this topic.