AI, PR and Ethics – A Combination to Consider

AI, PR and Ethics – A Combination to Consider
By Joyce Lofstrom, MS, APR, Fellow PRSA

Artificial intelligence has become a part of our communication vernacular, with various options available for content development, research, and visuals, to name just a few generative AI solutions.

Let’s consider a basic question PR professionals face about disclosure: Should I tell my boss, a client, or another colleague that I used AI for this task?

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The ethical answer is, of course, yes, PR professionals need to share when and how they used AI for content development. It’s a relatively new challenge, but multiple sources confirm that unequivocal answer. See below for insights on this ethical question.

PRSA AI Insights
PRSA resources on the use of AI 

The Importance of Comprehensive Ethics Policies - Joseph Abreu
Mark McClennan, APR, Fellow PRSA, and PRSA National Chair Joseph Abreu, APR, CPRC
Ethics Voices podcast, 2024

Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners
PRSA Board of Ethics and Professional Standards, November 2023

Navigating Ethical Implications for AI-Driven PR Practice
Michelle E. Ewing, APR, Fellow PRSA, PRSA Strategies & Tactics, September 2023