PRSA Releases New Guidance on AI

As Artificial Intelligence technologies continue to be introduced into the mainstream, knowing how and when to use them is a hot topic, especially among PR and marketing professionals.

For all of its speed and efficiency, generative AI’s use in content development brings with it multiple ethical considerations:

• Is such content imparting unique value or simply replicating previous ideas and thoughts? Does it create acts of plagiarism or copyright infringement?
• What specific ethical considerations are there when content is machine-generated?
• Are ingrained biases and untruths present in AI-developed materials?
• Should we find ways to help audiences differentiate between AI content and that created by humans?

As transformative as Artificial Intelligence clearly is and will continue to be to a variety of professions, there must also be guidance given and responsibilities accepted in its use. This is why the Public Relations Society of America’s (PRSA) Board of Ethics and Professional Standards (BEPS) has created specific guidance for the PR profession. Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners was released late last year to offer guidance in daily practice.

According to PRSA BEPS: “With the advent of generative AI, we turn to our tried-and-true Code of Ethics to provide guidance on preventing and managing potential ethical challenges that may arise from the improper use of AI tools. This guidance builds on the earlier work of the PR Council, Chartered Institute of Public Relations, Global Alliance, and the U.S. Department of Defense regarding the impact of AI on the PR profession.” The PRSA guide is a thoughtful examination of potential issues and is designed to help PR professionals and others ensure privacy, fairness, and transparency when using AI technologies. It’s certainly weighty food for thought as we use AI to develop or assist in the creation of content — from emails to news releases, industry articles, and more. 

Download the PRSA guide here.  

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