IPRA launches AI and PR Guidelines

(Comments)

12 months ago

Consistent with its mission for intellectual leadership in global communication, IPRA has launched a set of Artificial Intelligence (AI) and PR  Guidelines. The guidelines starting point is to recall that AI content has the potential both to enhance public relations, and the potential for bias, misuse, deception, and harm.

The guidelines take 5 of the 18 articles of the IPRA ethical code of conduct and interpret implementation with respect to AI and PR. For example, under code article four to be open and transparent the guidelines urge PR practitioners to disclose when they are using AI.  Equally, under article seven of the IPRA code to ensure truth and accuracy, the guidelines ask that AI content is fact-checked by humans. The set of 11 guidelines can be found here.

The 2023 Guidelines complement IPRA’s history of codes of conduct. Throughout its existence IPRA has sought to provide intellectual leadership for the public relations profession. A key part of this is the development of codes and guidelines seeking to provide an ethical framework for the activities of the profession. Upon joining IPRA, members undertake to uphold these codes and in doing so benefit from the ethical climate that they create. The current code, reviewed in 2020, consolidates the 1961 Code of Venice, the 1965 Code of Athens and the 2007 Code of Brussels. The IPRA Climate Change Guidelines were launched at the start of 2023.

Background to IPRA

IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations' annual global competition, the Golden World Awards for Excellence (GWA). IPRA's services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship. For more see www.ipra.org

Contact

International Public Relations Association Secretariat

United Kingdom

[email protected]

Telephone +44 1634 818308

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