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While many in the communications industry can acknowledge the benefits of using artificial intelligence (AI), there is still a level of apprehension over the ethical implementation of these technologies in the field.
Research tells us the key ethical concerns of implementing generative AI include data privacy, potential bias in AI-produced content, and the need for transparency during content creation. Encouragingly, the same report reveals that the marketing and communications leaders who are placing responsible deployment at the forefront of teams and workflows are ahead of the curve.
To keep that competitive edge, communications teams should consider these best practices for ethical AI use in PR.
Best Practice #1: Establish Documented AI Guidelines for Team Use
Establishing documented policies for AI-usage that detail appropriate applications, quality standards, and review requirements, helps communicators address the top three AI ethics concerns. To develop those documents, PR and marketing team leaders should start by asking: what, when, why, and how.
What should AI be used for?
For PR agencies, ask if AI should be used for client deliverables, such as media relations. For corporate communications teams, ask if AI should be used for thought leadership, such as blog content or executive leadership presentation decks. The type of work is a key factor for this step.
When is it appropriate to use AI?
Communicators and content marketers should ask themselves whether AI should be used for internal or external deliverables – or both. Conducting risk assessments and evaluating the sensitivity of material and information in conjunction with the AI tool’s security are crucial elements in this step.
Why should AI be used?
When considering AI implementation, PR professionals should evaluate whether AI will significantly enhance productivity and efficiency through accelerating workflow processes. Whether the answer is yes or no is important for this step.
How should AI be used?
When determining how AI should be utilized, it’s essential to establish a structured process that includes a robust quality assurance system.
Asking these four questions when developing AI guidelines empowers communications teams to gain clear operational boundaries and defined responsibilities when leveraging AI tools. In addition, leaders reduce legal and reputational risks while ensuring consistent, responsible AI adoption across the organization.
Best Practice #2: Develop AI security protocols
AI systems often require access to sensitive data, raising the stakes for confidentiality. So, PR professionals should adopt an AI tool that encompasses enterprise-grade security measures, like Précis’s proprietary AI Data Vaults™. Not only does investing in security measures safeguard customer information and internal documents, but it also helps companies avoid data breaches thereby mitigating corporate reputation losses. Strict controls on data access also ensure communications teams maintain compliance with privacy regulations – whether that be in a PR agency or corporate communications setting.
Best Practice #3: Maintain human oversight in the quality review process
‘Collect, craft, draft and revise’ is an approach we recommend for communications teams creating content with AI. A large component of this process is understanding how to prompt AI to then produce the most accurate output. However, the most critical component of this process is ensuring human oversight.
Cutting corners by blindly trusting AI outputs risks spreading misinformation and damaging audience trust, which is why communicators should always review AI-generated content drafts. This helps to catch inaccuracies, biases, or potentially misleading content as well as ensure the content aligns with the company’s messaging and branding guidelines.
Another option is to implement a comprehensive review process for AI-generated content. This ensures content marketing teams blend AI efficiency with necessary human oversight to maintain the highest standards of journalistic integrity. By doing this, organizations protect their reputation by ensuring all AI-assisted communications meet ethical and legal standards before distribution.
Best Practice #4: Be transparent about the use of AI
AI isn’t coming to PR, it’s already here. Yet, discrepancies in AI-use disclosure remain prevalent – especially in client-agency dynamics.
Transparency builds trust with clients, stakeholders, and audiences. PR professionals should communicate clearly when AI tools are used, whether in content creation, data analysis, or chatbot interactions. This openness not only fosters ethical credibility but also positions the agency or organization as forward-thinking and accountable in a technology-driven world.
Be part of the future of PR
The future of PR content creation is here – and it’s powered by AI. But success isn’t about generic tools or quick fixes. It’s about thoughtful integration, strategic workflows, and technology built specifically for the way PR teams work.
The Précis AI ‘AI in PR Best Practices’ guide provides detailed guidance on setup strategies, practical use cases, as well as workflow integration recommendations and workplace adoption suggestions. Ready to learn more on how to optimize your team’s content creation with AI?
Download our free AI in PR Best Practices guide here.
In today’s media landscape, public relations professionals face mounting pressure to deliver content faster, smarter, and with unwavering quality across multiple channels. There aren’t any signs of the sector slowing down. In fact, the public relations market size is expected to continue with strong growth in the next few years with values of $141.22 billion in 2030 at a compound annual growth rate (CAGR) of 6.4%.
With such rapid growth, it’s without doubt that AI is no longer just a buzzword. It’s an indispensable productivity partner that’s transforming how PR teams work, with recent studies showing 75% of PR professionals already use AI and 33% plan on expanding it in their workflow.
That’s why at Précis AI, we’re pioneering PR-specific AI workflows designed to tackle the unique challenges modern communications teams face every day. Here are the top 3 use cases for AI content creation in public relations.
How to use AI for research
Great content begins with thorough research. Traditional methods, however, can be slow, cumbersome, and cost PR pros unnecessary time. Unlike many major large language models (LLMs) that are prone to hallucinating reports or generating inaccurate information, Précis AI’s research tools, like XénoBot’s Google Toggle, provide instant access to up-to-the-minute resources. Not only does this accelerate the research process with reliable information sourced directly from the web, but it also includes verifiable links to original sources.
With AI tools, PR teams can quickly:
- Build backgrounders
- Summarize dense whitepapers
- Identify emerging social media trends
- Fact-check claims in minutes rather than hours
This allows for more valuable time to focus on storytelling, strategic planning, and creative messaging – all areas where human insight remains irreplaceable. By using a combination of AI-driven speed, real-time data, and human judgment, PR teams can transform information overload into clean cut high-quality content pieces.
How to use AI for image generation
In PR’s content-heavy landscape, eye-catching visuals are crucial for capturing audience attention. However, with the countless amounts of licenses required to use images, graphics, and videos, copyright trolls loom in anticipation of a slip-up. Yet, AI is an excellent resource for PR and marketing teams trying to avoid copyright infringements.
AI-powered image generation tools enable PR teams to create visuals quickly, efficiently, and based on customized prompts for key messaging precision. This process also ensures alignment with brand aesthetics without the need for extensive manual design and outsourcing.
How to use AI for executive thought leadership
A major challenge for communications professionals is often securing facetime or brainstorming sessions with a brand’s key executives. These moments offer valuable insights, authentic opinions, and predictions that shape compelling narratives and thought leadership pieces. But amid busy leadership calendars, they can be difficult to schedule.
Here’s where AI can alleviate this constant challenge: Let’s use Précis AI’s Audio/Video Scribe for instance. It allows executives to easily record their thoughts, takes, and forecasts wherever they are and whenever they can: whether that be on their phone as they commute to the office or on their work laptop when they have a spare five minutes after lunch.
Then, the executive can send the recordings directly to the PR team. From there, the PR team can use AI to transcribe the executive’s words and transform these spoken insights into polished long-form and short-form written assets, such as blog posts, op-eds, quote sheets, internal memos, and social media snippets. In addition, all of the content derived from the original recordings will reflect the executive’s unique tone and style – hence empowering the PR team to do less of the heavy lifting that comes with content production.
Be part of the future of PR
The future of PR content creation is here – and it’s powered by AI. But success isn’t about generic tools or quick fixes. It’s about thoughtful integration, strategic workflows, and technology built specifically for the way PR teams work.
The Précis AI ‘AI in PR Best Practices’ guide provides detailed guidance on setup strategies, practical use cases, as well as workflow integration recommendations and workplace adoption suggestions. Ready to learn more on how to optimize your team’s content creation with AI?
Download our free AI in PR Best Practices guide here.
