Last week, I was invited to represent our local PRSA Chapter on a panel—jointly sponsored with AAF—on Ethics in AI. I was happy to do it, especially as I was aided by PRSA’s adaptation of their famous code of ethics for the AI world. It’s available right here, for anyone to use.

I wrote about AI last year after a QuickStart program in Columbus. In my own inimitable way, I managed to loop the Luddites into the conversation. Since then, like everyone else, I have been finding ways to use AI to make my work better and faster.

The mantra seems to be that you can use it for the mundane things you don’t want to do. Which is nice for…today. AI’s going to get better, and then we might understand that we watched automation come from other people’s jobs, and now it is our turn.

As artificial intelligence (AI) becomes increasingly embedded in our external and internal communications, its transformative and destructive potential are undeniable. I found PRSA’s guide to be a crucial guide for navigating the ethical landscape of AI use in public relations. This post aims to distill the key insights from this comprehensive guidance and discuss how PR professionals can ethically harness AI's capabilities while mitigating its risks.

The Landscape of AI in PR

AI isn't a new phenomenon; its roots trace back to the 1950s when the term was first coined. However, the release of generative AI tools like ChatGPT in late 2022 has ushered in a new era where these technologies are accessible to a wider audience, including public relations practitioners. From content generation tools like Jasper and DALL-E to AI analytics platforms such as Google Analytics and Brandwatch, the landscape is rich with opportunities. Yet, this rapid advancement brings both excitement and trepidation.

PR practitioners are often at the forefront of leveraging technology to enhance communication strategies. AI offers the potential to improve productivity by aiding in content creation, data analysis, and even language translation. However, it is imperative to remember that the effectiveness of these tools is not devoid of ethical implications. As the PRSA document emphasizes, the integration of AI into public relations practice must be approached with caution and careful scrutiny.

Understanding the Ethical Framework

The PRSA Code of Ethics serves as a foundational element guiding practitioners in their ethical decision-making processes. As technology evolves, so too must our understanding of these principles. The introduction of generative AI necessitates a reevaluation of how these ethical values apply in practice. For instance, while AI tools can streamline processes, they also carry the risk of disseminating inaccurate or misleading information. The document underscores that PR professionals must remain committed to honesty, transparency, and accountability, ensuring that the tools they use do not compromise these core values.

Key Ethical Challenges

1. Misinformation and Disinformation

   The ease with which AI can generate content raises the specter of misinformation. PR professionals must be vigilant in fact-checking AI-generated materials. The document warns against allowing AI to dictate narratives without human oversight, highlighting the necessity of careful editing and validation of all information.

2. Privacy Concerns

   Publicly accessible AI tools can inadvertently lead to the exposure of sensitive or proprietary information. The guidance encourages practitioners to exercise caution when uploading data to AI platforms, emphasizing the importance of safeguarding client confidentiality and proprietary information.

3. Bias and Fairness

   AI systems can perpetuate existing biases, making it essential for PR practitioners to remain aware of these potential pitfalls. The document advises conducting audits of AI tools to ensure they do not inadvertently discriminate against marginalized groups. Implementing diverse teams in AI development can help mitigate these risks.

4. Accountability

   The PRSA Code of Ethics mandates that practitioners are accountable for their actions. This principle extends to the use of AI. PR professionals must ensure that AI tools are used ethically and transparently, maintaining the integrity of their work and the trust of their stakeholders. If you re-use something from AI, you are responsible for it.

Best Practices for Ethical AI Use

To navigate the complexities of AI integration into public relations, practitioners can adopt several best practices:

1. Validate Information

Before using any AI-generated material, it is critical to validate the sources of information. This practice not only protects the organization’s reputation but also upholds the ethical commitment to honesty.

2. Engage in Continuous Learning

The rapid evolution of AI technologies means that PR professionals must commit to ongoing education regarding their capabilities and limitations. This knowledge enables practitioners to make informed choices about when and how to leverage AI.

3. Implement Human Oversight

AI should serve as a supplementary tool rather than a replacement for human insight and creativity. Incorporating human judgment into the content creation process ensures that communications are authentic, relevant, and accurate.

4. Support Ethical AI Development

PR practitioners can advocate for ethical standards in AI development. By collaborating with AI developers, practitioners can contribute to creating tools that prioritize ethical considerations and mitigate risks.

Conclusion: Embracing AI with Integrity

The promise of AI in public relations is immense, with the potential to revolutionize how practitioners engage with audiences and manage communications. However, this transformation must be approached with a steadfast commitment to ethical principles. The PRSA's "Promise & Pitfalls" document serves as a vital resource for practitioners seeking to navigate the complexities of AI in their field. By prioritizing ethical considerations, validating information, and maintaining transparency, PR professionals can harness the power of AI while safeguarding the integrity of their practice and the public's trust.

As we move forward, let us embrace AI not just as a tool for efficiency but as an opportunity to reinforce our ethical commitment to honesty, accountability, and public interest. In doing so, we can ensure that the integration of AI in public relations leads to more meaningful, accurate, and responsible communication.