A call to action for public relations practitioners: Navigating ethics in the age of AI

Linda Staley, is a Fellow PRSA and chair, PRSA Board of Ethics and Professional Standards (BEPS).

Every September, the Public Relations Society of America marks Ethics Month, a reminder of our profession’s commitment to integrity and the values that guide our work. This year, the conversation centers on artificial intelligence, a tool that is reshaping the way we communicate.

AI is no longer a distant concept; it’s now a part of daily practice. Generative platforms can draft press releases, create imagery, analyze data and even suggest strategy. For practitioners, the benefits are obvious: more efficiency, new ways to reach audiences and time saved for higher-level thinking. Yet with every advantage comes a responsibility. If we are not deliberate, AI can spread misinformation, perpetuate bias and weaken trust — the very currency of our profession.

Promise and pitfalls

The appeal is undeniable. But there are risks. AI sometimes hallucinates, presenting false information as fact. It may borrow copyrighted material, misrepresent sources or expose sensitive information. And it can be used, intentionally or not, to mislead audiences. Left unchecked, these pitfalls don’t just endanger a single communication or campaign — they threaten the credibility of public relations as a whole.

That is why we must turn to our PRSA Code of Ethics. First adopted in 1950, it has guided generations of practitioners through changing times. Today, it serves as our compass in navigating this new frontier.

The code as our compass
The PRSA Code of Ethics rests on enduring values: advocacy, honesty, expertise, independence, loyalty and fairness. These principles aren’t slogans; they are practical tools for decision-making when the right answer isn’t obvious. In the age of AI, several provisions stand out:

• Free flow of information. AI can speed communication but also spread inaccuracies. We must validate everything it produces and ensure truth remains central to our work.
  • Disclosure. Transparency builds trust. Passing off AI-generated content as grassroots opinion or failing to reveal its use misleads stakeholders. We owe it to our audiences to be clear.
  • Safeguarding confidences. Feeding confidential data into open AI systems could expose it permanently. Protecting client and organizational information is nonnegotiable.
  • Enhancing the profession. Each decision we make with AI reflects on our field. Missteps can damage public trust not only in our work but in public relations as a profession.

Best practices in daily work
Applying these principles means developing habits that keep ethics front and center. At BEPS, we recommend a few practical steps:

• Fact-check thoroughly. AI outputs are starting points, not final products.
  • Keep human oversight. Algorithms can suggest; people must decide.
  • Guard against bias. Regularly review tools for discriminatory patterns.
  • Protect sensitive data. Use only secure, closed systems when confidentiality is involved.
  • Be transparent. Disclose when AI’s contribution is a substantial part of the process.
  • Invest in education. Equip colleagues and clients with knowledge about both the power and the limits of AI.

When these practices become routine, we align innovation with integrity.

Why the human element still matters
It’s easy to imagine AI replacing parts of our work. But there are limits technology cannot cross. AI cannot weigh competing values, show genuine empathy or bring the lived experience and judgment that shape ethical decision-making. It cannot fully anticipate the long-term impact of communication choices. Those responsibilities remain with us.

PR professionals are most valuable when we combine technical tools with wisdom, empathy and ethical reasoning. AI can assist, but it cannot replace the human conscience that ensures communication serves the public good.

A call to action
This Ethics Month, I encourage each of us to reflect on how we use AI. Ask yourself:

• Am I applying the Code of Ethics to guide my decisions?
  • Am I using AI to build trust or to take shortcuts?
  • Am I being transparent about how these tools are used?
  • Am I helping colleagues and clients understand both the benefits and the risks?

Our work matters. We are guardians of reputation and advocates for truth. As AI reshapes our field, the choices we make today will define the credibility of public relations tomorrow.

Let us commit to making sure PR remains both relevant and respected because we chose to lead with ethics.