New Ethical Guidelines for the Use of Artificial Intelligence in PR
11/13/2025 • Profession news
The Public Relations Society of America (PRSA), one of the world’s leading professional organizations in the field of communications, has published an updated version of its ethical guidelines for the use of artificial intelligence in PR — the document Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners (2025).
Prepared by the Board of Ethics and Professional Standards (BEPS), the guidelines serve as a practical manual for the responsible and transparent application of AI tools in the daily work of communication professionals.
The new document introduces several key updates: a dedicated chapter on transparency in the use of AI in content creation, recruitment, reporting, and contracts; concrete recommendations on privacy protection, bias detection, and responsible technology use; as well as clear frameworks for vendor evaluation, team training, and the formation of internal AI ethics advisory boards.
As stated in the document, the era of improvisation and unclear boundaries in AI use for PR professionals is over. The new guide provides tools and frameworks that enable artificial intelligence to be used in ways that enhance the profession rather than undermine its credibility.
You can read the full aricle here.
Source: Kliping newsletter