Ethical standards and guidelines for the use of AI in public relations

The International Public Relations Association (IPRA), in collaboration with leading global academics and industry experts, has released “Gold Paper No. 19: Ethical Standards and Guidelines for the Use of Artificial Intelligence (AI) in Public Relations (PR)”. This publication provides a comprehensive framework for the responsible introduction of AI technologies in PR, emphasizing transparency, accuracy, and effective communication practices in the digital age. 

Artificial intelligence is rapidly transforming the field of public relations, bringing new opportunities for automating content creation, media targeting, and analytics. At the same time, challenges related to truthfulness, privacy, bias, and accountability are emerging. Recognizing the growing need for ethical guidelines, “Gold Paper No. 19” builds on the IPRA AI and PR Guidelines (2023) and the UNESCO AI Principles (2021), offering a series of concrete recommendations and working methods adapted to the PR industry. 

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