Best Practices for Ethical AI Use in PR: Navigating the Future Responsibly

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Key Points

• There is growing recognition of AI's benefits in communications, but ethical concerns like data privacy and bias remain prominent.
• Best practices for ethical AI use include creating documented guidelines, developing security protocols, and ensuring human oversight in content review.
• Transparency in AI use builds trust with clients and stakeholders, positioning organizations as accountable and innovative in a technology-driven landscape.

Best Practices for Ethical AI Use in PR: Navigating the Future Responsibly

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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.