Course Aim
This half-day session explores the ethical implications of artificial intelligence in modern PR. It aims to spark discussion on what it means to be an ethical PR practitioner in the age of AI, including how to evaluate AI tools, client requests, and campaign strategies while maintaining professional integrity.
Please complete the On-Demand Ethics Training before registering for this session.
Who Should Attend
Any PR practitioner working with, or planning to use, AI tools, who understands the critical importance of ethics in our profession, and why the CIPR has made ethical reflection a core part of CPD.
What to Expect
This is a live, facilitated conversation you'll explore your learning alongside fellow professionals and consider practical scenarios involving AI. We’ll explore:
- What ethical challenges does AI present for PR professionals?
- How do we assess transparency, bias, and accountability in AI-powered campaigns?
- How do we balance innovation with integrity?
- What’s our duty of care to clients, audiences, and the profession when deploying AI?
Course Objectives
By the end of the session, you will be able to:
- Define the ethical considerations relevant to AI in PR practice
- Debate whether AI use in PR can ever be fully objective or bias-free
- Identify and evaluate arguments based on outcomes, rules, and personal/professional values
- Articulate your own ethical position on the use of AI in communications
- The professional responsibilities associated with AI use and the duty of care owed to stakeholders
- Reflect on how AI ethics can support long-term trust, reputation, and integrity in your work
Interested in running this course just for your team? Get in touch with us at [email protected] to arrange a bespoke or in-house session or Request a quote