PRSA Releases Guidance on Artificial Intelligence

by | Nov 21, 2023

“Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners” Provides Insight and Best Practices 

NEW YORK, Nov. 20, 2023 – Today PRSA released “Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners,” an extensive framework that follows PRSA’s Code of Ethics, and provides best practices on preventing and managing potential ethical challenges that may arise from the improper use of AI tools. The organization’s Board of Ethics and Professional Standards (BEPS) authored the report following extensive research, expert input and peer review. 

“Since its formation in 1947, and the creation of its Code of Ethics in 1950, PRSA has demonstrated a steadfast commitment to ethical behavior in the profession,” said Michelle Egan, APR, Fellow PRSA, 2023 PRSA Chair. “AI is among the most significant advancements we’ve faced in recent history and will revolutionize how we approach our jobs. The release of ‘Promise & Pitfalls’ will contribute to the ongoing discussion around AI, and advance the important work being done around the ethical use of the technology in the public relations profession.” 

Added Mark Dvorak, APR, Fellow PRSA, 2023 Chair of BEPS, “Artificial intelligence in various forms has been in use for decades (the term itself was first coined in 1956), but the rise in popularity of ChatGPT and other ’generative’ models created a new sense of urgency in terms of understanding how these tools operate, and their potential for positive and negative outcomes. Without this knowledge, the community of public relations practitioners risks omitting the essential human element it is meant to serve.” 

“Promise & Pitfalls” focuses on five provisions found in PRSA’s Code of Ethics with each defined and examined in terms of how they relate to generative AI tools, coupled with examples of improper and proper use. 

The provisions include:  

  • Free Flow of Information 
  • Disclosure of Information 
  • Competition 
  • Safeguarding Confidences 
  • Enhancing the Profession 

The guidance concludes with a cost-benefit analysis for the use of generative AI tools. 

“Promise & Pitfalls” complements an extensive list of resources PRSA has curated over the past several years to educate members and communications practitioners on emerging AI technologies, tools and services. Featured content on PRSA’s AI Insights webpage include Strategies & Tactics articles, webinars, and blog posts, among others. 

About PRSA
PRSA is the leading professional organization serving the communications community through a network of more than 400 professional and student chapters in the U.S., Argentina, Colombia, Peru and Puerto Rico. Guided by its Code of Ethics, PRSA empowers its members to succeed at every stage of their careers through a wide breadth of premium professional development programs, exclusive networking events and leadership opportunities. Signature events include the Anvil Awards and ICON, the premier annual gathering for communications professionals and students. For more information, visit www.prsa.org.  

About PRSA’s Board of Ethics and Professional Standards (BEPS)
BEPS is a committee of PRSA which makes recommendations to refine the organization’s standards for the ethical practice of public relations or communication to foster the highest level of professional standards with the profession and society at large. Comprised of veteran PR practitioners, BEPS provides an abundance of educational resources and training for public relations professionals, including ethical standards advisories, case studies, position papers, blog posts and other assets.

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