CIPR publishes best practice guide on responsible AI use in PR
The Chartered Institute of Public Relations has released a guide translating the Global Alliance's Venice Pledge into practical steps for PR professionals using artificial intelligence.
The Responsible Use of AI in PR is available to both members and non-members. It takes each of the Venice Pledge's seven principles and walks practitioners through real dilemmas they'll face when applying them.
The guide includes checklists for assessing AI tools before use, handling data, reviewing outputs, and deciding whether to publish AI-assisted content. It addresses where accountability sits when something goes wrong.
What's in the guide
PR teams can use it when developing organisational AI policies, evaluating specific tools, or briefing staff and clients. The CIPR's Professional Practices Committee will review and update it as AI capabilities change, new case law emerges, and professional standards evolve.
CIPR President Farzana Baduel said: "AI is reshaping every profession and public relations is no different. What hasn't changed is our obligation to integrity, accuracy, and working in the public interest. This guidance shows what that commitment looks like in practice, grounded in the CIPR Code of Conduct and the Pledge's principles."
Getting started
The CIPR has published the guide on its website alongside additional resources, expert insight, and training courses through its AI in PR Hub.
For PR professionals looking to build skills in this area, the AI Learning Path for Public Relations Specialists covers brand communication, media outreach, PR automation, and content strategy. You can also explore AI for PR & Communications resources designed for your role.
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