Generative AI is predicted to become a transformational technology and may be an increasingly useful and valuable tool for public relations professionals in the years to come. The responsible use of AI in public relations will enhance our ability to serve our clients and advance the public interest. However, the responsible use of AI must always be subject to human judgment and oversight to avoid bias, misuse, and inadvertent risks of harm.

This technology is rapidly evolving, and many agencies, professionals and organizations are exploring the potential of generative AI, current issues, and longer-term implications.

The following is guidance on the use of generative AI in our work for clients and our agencies based on the PR Council Code of Ethics and Principles. The PR Council strongly encourages agencies and their teams to actively engage in internal testing and learning relative to generative AI within a proper ethical and legal framework. Following these guidelines will help ensure that the use of generative AI aligns with our members’ core commitment to the highest level of professionalism, decision making, and ethical conduct.

The ethics and standards task force was led by Mark McClennan, General Manager of C+C and Ethical Voices podcast creator, and Anne Green, Principal and Managing Director of G&S Business Communications. The task force is comprised of ethics, technology, diversity and corporate reputation leaders across the PRC Member agencies, including Kevin Dulaney, Naria Frazer, Rachel Hadley, Jenna Kantrowitz, Megan Kessler, Greg Matusky, KayAnn Schoeneman, Tejas Totade, Natasha Vuppuluri, Carol Watson, and Brooke Worden.

While these guidelines have been created with the input of a group of leaders across our Membership and reviewed by our legal partners at Davis+Gilbert, we encourage leaders to consult with their legal counsel as they tailor these guidelines and implement specific policies and training most appropriate for their clients, employees and vendors.