Public relations advisers in Ireland have been issued with their first set of industrywide guidelines on the “effective and ethical” use of has released the guidelines to members to help PR practitioners integrate an ever-increasing array of AI tools into their profession in a responsible manner, it said. The guidelines are grounded in the European Code of Professional Conduct in Public Relations as well as the industry’s International Code of Ethics.
The representative body also recommends disclosing when content has been created using generative AI tools. The technical robustness and safety of these tools should be tested before they are adopted, it says. “Understand that AI-generated content is not solely your creation. Credit should be given where due and the use of AI should not infringe on others’ intellectual property rights,” another recommendation states.