AI in PR: Navigating Ethical Challenges and Opportunities
Posted on Oct. 15, 2025 / Subscribe 0
In September, Cincinnati PRSA welcomed Dr. Cayce Myers, LL.M., J.D., APR, professor and director of graduate studies in the School of Communication at Virginia Tech University, to our webinar, “AI and Communications: Game Changer or Ethical Nightmare.”
Ethical communication has always been essential in building strong relationships. The explosion of Artificial Intelligence tools to help enhance and streamline communication efforts is the most significant advancement to the public relations industry in years. While these tools bring possibilities, they also present potential ethical issues.
As public relations professionals, we're standing at a critical intersection of technology and communication. This recent discussion on AI ethics revealed key insights every PR practitioner needs to understand:
1. AI as a Tool, Not a Replacement
Generative and predictive AI are powerful assistants, but they cannot replace our own human intelligence. While AI can help draft content and analyze strategies, it requires careful oversight and verification.
2. Beware of Hallucinations and Bias
AI systems can generate convincing but entirely fabricated info. Always fact-check AI outputs, and be aware of potential biases in predictive algorithms, especially when making strategic decisions.
3. Ethical Content Creation
Remember when using AI for content generation, you will want to:
- Verify originality.
- Check for potential copyright infringements.
- Maintain your unique professional perspective.
- Use AI as an editing tool rather than a complete content creator.
4. Transparency Matters
Disclosure of AI use depends on context. High-stakes situations require more transparency, while minor editing assistance may not need explicit mention.
5. Continuous Learning is Critical
AI technologies evolve rapidly. PR professionals must continuously update their skills in prompt writing, platform understanding, and ethical AI use.
We thank Dr. Myers for sharing his expertise with us, as we are all looking to understand the nuanced ethical use of this new technology. AI is a powerful ally in public relations, but it requires thoughtful, ethical application. We invite you to continue to learn about these tools.
About Dr. Cayce Myers
Dr. Cayce Myers, LL.M., J.D., APR, is a professor and director of graduate studies in the School of Communication at Virginia Tech University. He is also an author of several books, including Artificial Intelligence and Law in the Communication Professions, which was released in June 2025. He also served on PRSA’s Board of Ethics that crafted, Promise & Pitfalls: The Ethical Use of AI For Public Relations Practitioners.
Interested in joining us at a future Cincinnati PRSA event? Check out our upcoming events.
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