12/06/2023

PRSA Sets Guidelines for AI Use

The group is focusing on ethical landmines around generative AI

A leading public relations association has released ethical guidelines around the use of generative AI in the profession.

In late November, the Public Relations Society of America (PRSA) published “Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners,” a document laying out best practices for professionals using the technology. It cites examples of improper use, such as lack of supervision of automatically generated materials, generation of “astroturf” campaigns, unfair vetting of job candidates, misuse of private data, spread of misinformation/disinformation and more.

A press release regarding the document explains that the guidance is framed around longstanding provisions within the association’s code of ethics, including “disclosure of information,” “competition” and “enhancing the profession.”

Please select this link to read the complete article from Associations Now.