IPRA releases landmark Gold Paper on ethical AI use in Public Relations

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1 month, 1 week ago

The International Public Relations Association (IPRA), in collaboration with leading global academics and industry experts, has released its Gold Paper No.19: Ethical Standards and Guidelines for the Use of Artificial Intelligence (AI) in Public Relations (PR).

This milestone publication provides a comprehensive framework for the responsible integration of AI in PR, ensuring ethical, transparent, and effective communication practices in the digital age.

AI is rapidly transforming public relations, offering both opportunities and challenges. While AI-powered tools streamline content creation, media outreach, and analytics, they also raise concerns about truth, accuracy, bias, privacy, and accountability. Recognizing the urgent need for ethical oversight, this new Gold Paper builds upon the 2023 IPRA AI and PR Guidelines  and the 2021 UNESCO AI Principles, offering a structured set of ethical standards and working methods tailored specifically for the PR industry.

“As we mark IPRA’s 70th anniversary, ethical communication remains at the heart of our mission,” says Nataša Pavlović Bujas, IPRA President 2024-2025. “This Gold Paper is a key resource for PR professionals worldwide, helping them harness AI responsibly while upholding the integrity of the profession.”

Highlights of Gold Paper No.19:

• AI in PR: current state & challenges including insights from a global Delphi study on AI adoption in PR.
• Ethical standards for AI in PR: guidelines covering transparency, accuracy, human oversight, data protection, and fairness.
• Proposed best practices: recommendations for AI implementation, ensuring responsible and human-centered use.
• The role of IPRA: a roadmap for education, advocacy, and professional training to guide PR professionals in navigating AI’s evolving landscape.
• Authorship: the Gold Paper is authored by renowned experts from leading universities and institutions across Europe, the US, Australia, and the UAE, ensuring a truly global perspective on AI’s role in PR.

IPRA Gold Paper No.19 can be downloaded here.

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

Background to the Golden World Awards for Excellence
The annual IPRA Golden World Awards (GWA) initiative, established in 1990, recognizes excellence in public relations practice worldwide in a variety of categories. Recipients of the award take particular pride in the recognition granted to their entry as meeting international standards of excellence in public relations. An overall IPRA Grand Prix for Excellence is presented each year to the entry judged as representing the highest standards that year. While there are many national and regional PR awards, there is only one truly global scheme: the GWA.

Contact

International Public Relations Association Secretariat

United Kingdom

[email protected]

Telephone +44 1634 818308

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