ABSTRACT
Artificial intelligence (AI) is transforming the practice of public relations, offering new opportunities for automation, analysis, and audience engagement. Yet, as these tools become more common, so do the ethical concerns that have emerged alongside them. Public relations professionals are expected to lead with integrity and to uphold the values of the profession. However, many practitioners feel unprepared to navigate the challenges introduced by AI. This chapter examines how the public relations industry is addressing these concerns by analyzing the content of 15 webinars focused on AI and ethics in PR, presented between February 2023 and September 2024. More than 20 hours of webinar content from 41 presenters were reviewed using a qualitative content analysis. Findings reveal an emphasis on AI's potential for efficiency and innovation, particularly in content generation, media monitoring, and data analysis. However, notable gaps exist. Thirty-one percent of the webinars acknowledged the lack of formal AI policies in the industry, while only 5% offered actionable steps for developing them. Although every session emphasized the importance of ethics, trust, and transparency, few discussed how to apply existing frameworks, such as the PRSA Code of Ethics to AI-driven decisions. Additionally, the study found limited diversity among presenters and minimal discussion on AI bias and representation. As the adoption of AI continues to grow, it is essential for PR professionals to develop transparent and inclusive policies that reflect the diversity of the publics they serve and guide organizations toward responsible and ethical AI use.
