CIPR Urges PR Industry to Embrace Ethical Standards in AI Use

CIPR Calls for Ethical Use of AI in PR

The Chartered Institute of Public Relations (CIPR) is urging the PR industry to adopt a responsible, ethics-first approach to artificial intelligence. This move highlights the growing importance of ethical considerations as AI tools become more common in communication practices.

To support this direction, CIPR has endorsed a new set of AI principles developed by the Global Alliance for Public Relations and Communication Management. These principles provide clear guidance on how PR professionals can use AI technologies responsibly while maintaining trust and transparency with their audiences.

Why Ethical AI Matters in PR

Using AI in PR offers efficiency and new capabilities, but it also raises questions about accountability, accuracy, and fairness. The CIPR’s backing of ethical AI principles ensures that practitioners prioritize integrity and public interest over shortcuts or unchecked automation.

Following these guidelines helps protect the reputation of PR professionals and the organisations they represent, reducing risks associated with misinformation or biased outputs generated by AI systems.

Key Principles for Ethical AI Use

• Transparency: Clearly disclose when AI tools are being used in communications.
• Accountability: PR professionals remain responsible for content created or distributed by AI.
• Data Privacy: Respect data protection laws and ethical standards when handling information.
• Fairness: Avoid bias and ensure AI supports inclusive, respectful messaging.
• Continuous Oversight: Regularly review AI outputs to maintain quality and correctness.

These principles encourage a balance between innovation and ethics, ensuring AI supports meaningful and truthful engagement.

What PR Professionals Should Do Next

PR and communications specialists should familiarise themselves with these ethical guidelines and integrate them into their daily workflows. This includes choosing AI tools carefully, training teams on responsible use, and monitoring AI-driven content closely.

For those looking to build practical skills in AI, Complete AI Training offers up-to-date courses tailored to communication professionals aiming to apply AI ethically and effectively.

Adopting an ethical approach to AI will help maintain public trust and promote sustainable, high-quality communications in a tech-enhanced environment.