PR Professional's Guide to Ethical AI Usage and Client Trust

The realm of Public Relations (PR) is rapidly transforming, thanks to the emergence and integration of Artificial Intelligence (AI). This fusion of technology and communication raises a multitude of ethical questions that demand urgent attention from professionals in the field. In a recent podcast episode, host Peter Woolfolk joins PRSA board members Michelle Egan and Dr. Casey Myers to provide an in-depth exploration of these concerns, offering guidance on navigating the ethical minefield that AI presents in PR.

The episode began by highlighting the ethical implications of using AI tools like ChatGPT and AI avatars. As PR professionals adopt these technologies to enhance their productivity, the responsibility to adhere to ethical standards remains paramount. Michelle Egan and Dr. Casey Myers discussed the importance of disclosure, the avoidance of conflicts of interest, and the verification of AI-generated content. With the growing influence of AI in PR, such guidance is crucial in maintaining the delicate balance between innovation and ethical practice.

One significant aspect covered in the episode was the ethical considerations surrounding the transparency of AI-assisted work. Although current laws do not mandate disclosure, the potential for misuse of AI technologies, such as voice cloning in disinformation campaigns, poses considerable ethical dilemmas. PR professionals must decide whether to disclose their use of AI as a tool or keep it behind the scenes. The conversation shed light on the potential of the PR industry to shape norms around AI disclosure, considering the absence of legal requirements.