AI in Agencies
AI maturity varies across our membership, and our goal is to meet agencies wherever they are on their transformation journey — and help them move from loose experimentation to strategic integration. In recent years, we’ve developed a growing set of guidelines, resources, and learning opportunities designed to support that progression.
Foundations, Frameworks, and the Future
AI Advantage for PR Pros
In partnership with Section AI, we’ve created a certificate program providing accessible, relevant training on generative AI.
Professionals gain working knowledge to apply AI in daily workflows. It’s become one of our most popular offerings to date.
Four Comprehensive Courses
Covering generative AI fundamentals such as AI for PR and Comms and AI for Data Analysis
Professional Certificate
Recognized LinkedIn credential for PR professionals
Principled Application
As AI tools grow more powerful, so does the need for principled application. We've developed comprehensive frameworks addressing how information is created, shared, and perceived in the age of AI.
Ethical Guidelines for Generative AI
Guidance on:
- The role of human curation and communications counsel when using generative AI.
- The importance of clear and specific policies on training and disclosure for employees, clients and vendors.
- How to mitigate bias in AI-generated output, both in writing and in developing imagery for a campaign.
Ethical Guidelines for the Digital Age
Guidance on:
- Upholding ethical communication practices in a digital landscape defined by fragmentation and polarized discourse.
- Ensuring transparency, accuracy, and inclusive communication across all channels.
- Protecting privacy, data integrity, and responsible use of emerging technologies.
Tools & Resources
Explore our suite of resources designed to help your agency navigate AI integration with confidence.
AI Loves PR Podcast & Whitepaper
Showcasing how innovative member firms apply AI to content, measurement, strategy, and more. Includes a companion whitepaper that distills some of the key insights from the podcast and offers actionable insights.
AI-Assisted Writing Framework
Clear guidance and terminology around human-AI collaboration—a go-to resource for agencies codifying their AI-assisted writing workflows. Includes sample scenarios and a rubric for evaluating AI-generated work.
AI Tech Stack Study
Our first-ever comprehensive survey of member firms on the tools they use, the investments they’ve made, and the gaps they’re trying to close.
- LLM adoption and embedded AI features
- Tool-specific spend analysis
- Licensing models and compliance protocols
- Organization-wide AI fluency metrics
Study Coverage
LLM Adoption
Usage across member firms
Tool Spend
Investment analysis
Time Savings
Efficiency impact measurement
Compliance
Licensing and protocol review
AI Fluency
Org-wide proficiency
Platform Features
Embedded AI capabilities
Frequently Asked Questions
How are PR agencies using AI today?
Agencies are using AI to support research, content development, media analysis, workflow automation, audience insights, measurement, knowledge management, and business operations.
What is the PR Council’s position on AI?
The PRC supports responsible AI adoption that enhances human expertise, improves speed to insight, and maintains transparency, accountability, and professional standards. See our Ethical Guidelines for Generative AI.
How is AI changing the public relations industry?
AI is transforming how agencies create content, analyze information, measure outcomes, manage knowledge, and deliver value to clients. It is also reshaping agency talent models and workflows.
Does the PRC provide guidance on AI adoption?
Yes. The PRC develops resources, research, frameworks, events, and peer discussions to help agencies adopt AI responsibly and effectively.
Still have questions?