As the trade association representing American and Canadian PR agencies, our role is to help our members work smarter to grow more valued and valuable firms. Our AI Manifesto sets a strategic vision for how we use AI to serve our leaders. It establishes how we experiment, make decisions, and deliver work that improves the member experience and advances the PR discipline. These principles operate in lockstep with our Ethical Guidelines for Generative AI.
The future of our profession depends on how courageously and thoughtfully we apply AI today. By grounding our use of AI in curiosity, evidence, and human judgment, we aim to model what responsible innovation looks like for our field. We encourage every agency to articulate its own AI principles so together we can raise the standard for how AI is applied across the industry.
Dive In: https://prcouncil.net/wp-content/uploads/2025/12/PR-Council-2026-AI-Manifesto.pdf