PRSA Ethical Guidelines Refresh

By James Hoeft, APR

In 2023, the Public Relations Society of America released “Promise and Pitfalls: The Ethical Use of AI for Public Relations Practitioners.”

As artificial intelligence continues to evolve rapidly, so must our guidance. In keeping with organizational best practices, PRSA is now updating and expanding this essential resource.

Under the leadership of the Board of Ethics and Professional Standards (BEPS), a team of subject matter experts has been assembled to review the existing framework and create a set of practical, ready-to-use guidelines. The goal: help practitioners navigate common ethical challenges related to AI that arise in day-to-day work.

Among the newer and emerging topics the team has explored are:

– Transparency and disclosure in AI-generated content
– AI training and education for communicators
– Automation in human resources and hiring
– Combating misinformation and disinformation
– Responding to current and future government regulations

These topics bring important questions to the forefront, such as:

– Should it always be disclosed when AI is used to create content?
– How can bias be reduced in automated résumé screening tools?
– When should human oversight enter the hiring process?
– What’s the right balance between AI fluency and foundational PR expertise?
– What are the most important new regulations professionals should know?

This summer, the group has engaged in deep discussion, reflection, and refinement. Their updated guidance will be presented at ICON 2025.

The AI working group includes: Holly Hall, JD, APR (BEPS); Michael Cherenson, APR, Fellow PRSA; Lisa Du Bois Low, MA, MBA, APR; Andrea Gils Monzón, Director At-Large, PRSA; Jon Goldberg; Mark McClennan, APR, Fellow PRSA; Cayce Myers, Ph.D., LL.M., J.D., APR; and James Hoeft, MBA, APR (BEPS).