The Public Relations Institute of Ireland (PRII) has released guidelines designed to support the effective and ethical use of artificial intelligence (AI) among its members. The guidelines aim to help communications professionals navigate the integration of AI, in particular generative AI, into their work while upholding the highest standards of ethics and professionalism.
Considering the ever-increasing number and sophistication of AI tools, it is crucial for communications professionals to use these technologies responsibly.
The PRII AI Guidelines are grounded in The European Code of Professional Conduct in Public Relations and the International Code of Ethics ensuring they align with the broader ethical frameworks that guide the profession.
Summary of the Guidelines:
1. Always review AI-generated content for accuracy, relevance, and potential bias and use human professional judgment to refine AI outputs.
2. Be transparent about the use of AI-generated content, especially when it could influence public perception. The PRII recommends disclosing when content has been created using generative AI.
3. Recognise both the potential and limitations of AI tools. Test and assess tools before adoption, ensuring they meet organisational cyber and data security needs. Know the supplier, know the model, know the risk exposure.
4. Ensure high-quality data inputs to achieve high-quality AI outputs. Check third-party data inputs for quality, completeness, and bias.
5. Stay updated on industry standards and ethical concerns through training and seminars. Promote a culture of transparent AI use within teams and organisations.
6. Use AI to enhance human efforts. Leverage AI for repetitive tasks, freeing up time for creative and strategic activities.
7. Comply with all relevant data protection and privacy regulations. Ensure AI tools do not compromise client or organisational data confidentiality.
8. Monitor AI tools for bias that could impact content/outputs and re-enforce stereotypes and exclusionary messaging.
9. Understand and respect the intellectual property rights associated with AI-generated content.
10. AI can produce information at a speed, scale and quality never seen. It can also (re)produce mis-information and dis-information at speed, scale and to a high quality. Develop crisis communication plans to address AI-related mis-information and dis-information threats to organisations and individuals.
These guidelines, reviewed by the PRII AI in PR Working Group, aim to support public relations professionals in leveraging AI’s benefits while responsibly navigating its challenges. By adhering to these principles, practitioners can enhance creativity, efficiency, and ethical practice in public relations.
Speaking about the Guidelines, PRII president, David Geary (pictured) said: “At the heart of our advice to members is to exercise caution in the use of AI. We must stay vigilant and follow these standards, ensuring the integrity of our work while taking full advantage of the opportunities AI offers in various sectors. We must maintain high standards in our use of AI and use these guidelines to facilitate important internal conversations within organisations of all sizes and across sectors.
I extend my thanks to all members of the AI in PR Working Group for their expertise in shaping these guidelines. Together, we are paving the way for a future where AI enhances our profession without compromising our commitment to truth and ethical practice.”
Dr Martina Byrne CEO, PRII said: “AI offers transformative opportunities for the communications sector, and like all major transformation it also presents significant practical and ethical challenges. We are committed to supporting our members as they integrate AI into their work. These guidelines provide a clear framework to ensure that AI is used ethically and effectively, yet innovatively and creatively.”
PRII members can access and download the Guidelines from the AI Resource on the PRII website.
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