Message from the IPRA President: 70 Years of leading trust and ethics in global communication February 2025
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5 hours, 13 minutes ago
Dear friends and colleagues,
Ethical communication has been the cornerstone of the International Public Relations Association since its founding in 1955. As we mark our 70th anniversary in 2025, we celebrate not only our legacy but also our continued commitment to fostering trust and integrity in global communication.
Over the past seven decades, the relationship between ethics and public relations has evolved alongside societal shifts and technological advancements. In the early years, rapid economic growth often overshadowed ethical considerations, but by the 1970s, the formalization of corporate social responsibility signified a turning point. Recognizing this transformation, IPRA published its first Gold Paper on Standards and Ethics in 1973, setting the foundation for a more responsible and accountable profession. Since then, IPRA’s Gold Papers have consistently addressed the pressing ethical challenges of their time.
And now AI
Today we stand at yet another crossroads. Artificial Intelligence (AI) is redefining the communication landscape, bringing unprecedented opportunities while also raising serious ethical concerns. As UN Secretary-General António Guterres aptly stated, “Generative AI has enormous potential for good and evil at scale.” The dual nature of this technology demands that we, as public relations professionals, remain vigilant in upholding truth, privacy, and creativity in our work.
And IPRA’s answer
Our new IPRA Gold Paper 19: Ethical Standards and Guidelines for the use of Artificial Intelligence in Public Relations explores the profound impact of AI on ethical communication. Drawing insights from both academia and industry, it examines the adoption of generative AI in PR, the risks it poses to transparency and trust, and the guidelines that can help navigate these complexities. More importantly, it offers practical recommendations to safeguard ethical communication – not just within IPRA, but for PR practitioners worldwide.
As we celebrate IPRA’s 70th anniversary, we reaffirm our unwavering dedication to the principles that have guided us since 1955. Ethics and trust are not just historical ideals; they are the bedrock upon which the future of our profession must be built even in this fast-moving AI era.
If you are not yet a member Join IPRA and our AI Chapter and let us step forward together, ensuring that innovation and integrity remain inextricably linked in the years to come.
Kind regards,
Nataša Pavlović Bujas
IPRA President 2024 – 2025
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