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In response to the swiftly changing dynamics of the communications sector and the surging adoption of generative AI tools, the PR Council (PRC) has launched its updated Guidelines on Generative AI Tools. The guidelines, officially rolled out during an exclusive online seminar for council members on February 8th, provide a robust framework for the ethical utilisation of generative AI within the realm of public relations.
Since the initial debut of these guidelines last April, the generative AI landscape within the communications sphere has witnessed a metamorphosis. Several firms have transitioned from tentative experimentation to strategic integration, highlighting the need for a comprehensive revision of existing protocols.
Task force co-chair Mark McClennan, also the General Manager at C+C and the creator of the Ethical Voices podcast, emphasised the necessity for adaptable guidelines: “While core ethics principles should not change, actionable guidelines need to evolve with the industry.”
The updated guidelines reflect meticulous examination of the current AI milieu, encompassing prevalent use cases across agencies and offering guidance on client disclosure, employee training, and more. The revision process was informed by insights gleaned from a focus group comprising agency creative directors and an interdisciplinary panel of ethics, corporate reputation, digital, and DEI experts.
Anne Green, CEO of G&S Business Communications, articulated the symbiotic relationship between human ingenuity and AI augmentation: “As generative AI technology continues to advance at a rapid pace, it’s crucial for firms to stay informed and implement policies accordingly.”
“Our updated guidelines are designed to empower PR professionals with the knowledge and tools they need to harness the potential of generative AI while being aware of the risks, says Anne Green,” CEO of G&S Business Communications.
Key updates introduced in the updated guidelines include the endorsement of generative AI by creatives, particularly enterprise tools like Adobe’s Firefly and Getty Images’ generative AI engine. However, it is unanimously agreed that outputs should never be presented as final products to clients, with cautionary notes on copyright and trademark considerations prevailing. Additionally, the integration of AI capabilities into routine agency operations requires a proactive approach to staying on top of evolving tool sets, challenges, and biases.
The guidelines also stress the need for transparent policies regarding the use of generative AI, extending to all stakeholders, including influencer and creator relationships. As the field advances, vigilance regarding confidential client information remains paramount, with the PR Council advising prudence in light of lingering security and confidentiality concerns.
The revised guidelines serve as a testament to the PR Council’s staunch commitment to upholding the highest standards of professionalism and ethical conduct. By employing PR professionals with comprehensive guidelines, the PRC endeavours to foster responsible AI usage while mitigating associated risks in the ever-evolving communications landscape.
