Navigating the Ethics of AI in Public Relations: An Interview with ChatGPT

By Lauren K. Howard, APR, Principal Word Nerd, Indy Word Nerd Writing and Marketing

September as Ethics Month for the Public Relations Society of America (PRSA) offers an annual time to revisit the ethical issues facing the PR profession and the organization’s standards. Perhaps nothing is challenging the Code of Ethics more right now than the intersection of Artificial Intelligence and PR.

So, we decided to go straight to the source to discuss the ethical dilemmas popping up as AI’s use becomes more pervasive. In this interview with ChatGPT, we explore how AI aligns—and sometimes conflicts—with PRSA’s ethical practices. Join us as we dive into how AI can enhance PR while upholding the integrity and trustworthiness that the profession demands.

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Public Relations Society of America Hoosier Chapter (PRSAH): I’m so pleased to have the opportunity to discuss how you and other artificial intelligence see your influence on ethical issues in PR during Ethics Month.

ChatGPT: I’m honored to be part of this conversation! AI is becoming an increasingly important tool in public relations, but it also raises crucial ethical questions. While AI can bring incredible efficiencies and insights, its influence on ethical issues depends largely on how it’s used. I’m excited to dive in to help PR professionals stay ahead of potential issues.

PRSAH: Great, let’s start broadly. PRSA emphasizes advocacy, transparency, and accuracy. Does AI present any issues with these core values? 

Answer: Yes, in several ways. Advocacy requires representing clients responsibly, but AI-generated content might miss cultural nuances or misrepresent an issue. Transparency is a concern when PR professionals use AI to create communications without disclosing that involvement. Similarly, AI-generated content may compromise accuracy by not being up-to-date or fact-checked, potentially leading to the spread of misinformation. 

PRSAH: Let’s dig into the issue of transparency and disclosure. In late 2023, Sports Illustrated fell into hot water after a news site discovered the sports magazine published AI-generated content using fake author names and headshots without disclosing it to readers. What are your thoughts on the ethical implications?

ChatGPT: The situation at Sports Illustrated highlights several key ethical dilemmas around the use of AI in journalism and PR. Let’s unpack three of the biggest issues:

1. 1. Deception and Transparency: Presenting AI-generated content as the work of a real journalist is misleading. When AI is disguised as human, it erodes trust between the publication and its readers.
      
   2. Loss of Human Connection: Journalism and public relations rely heavily on the human element—the ability to understand nuances, emotions, and the personal experiences of both the subject and the audience. AI lacks the emotional intelligence that real journalists bring to their work. 
   3. Erosion of Journalistic Integrity: Presenting AI-generated content as human journalism blurs the line between what’s authentic and what’s artificial, making it harder for readers to trust the content they consume. If people start doubting whether content is coming from real humans, they may start questioning the authenticity of all communications—PR materials included. 

PRSAH: When it comes to accuracy, the growing spread of misinformation is a hot topic. An August 2024 article in The New York Times titled “When A.I.’s Output Is a Threat to A.I. Itself” discusses how an internet becoming awash in AI-generated, not-always-accurate data—which feeds future AI—is leading to worse results. What are your thoughts? 

ChatGPT: It’s a fascinating and concerning problem that touches directly on the ethics of how AI is trained and how we manage the proliferation of AI-generated information online. 

The risk of AI ingesting its own content is very real. AI models like mine are trained on large datasets that include a variety of internet sources. As more AI-generated content appears online—much of it error-prone—the chance increases that future models will be trained on inaccurate or even fabricated data. This can lead to a degradation in the quality of output, as the model begins to amplify errors, falsehoods, or biases that weren’t originally part of its training set.

This phenomenon, known as the “AI feedback loop,” can have significant consequences for industries like public relations and journalism where accuracy and credibility are essential. The danger lies in unknowingly using AI-generated content that’s based on incorrect or unverified information, which could damage a brand’s reputation or mislead the public.

While AI can generate very convincing content, it doesn’t have the ability to verify facts or discern misinformation from truth. It doesn’t actually “know” anything. AI cannot replace the judgment and expertise of humans, especially in areas that require critical thinking, fact-checking, and ethical decision-making.

PRSAH: You just mentioned biases. How does this impact the responsibilities of fairness and respect, especially when it comes to diverse audiences?

ChatGPT: This is a big one. While ChatGPT can be programmed to avoid harmful language or biases, it still reflects the data it’s trained on, which includes biases from the internet. PR professionals must be vigilant to ensure AI-generated content is inclusive and respectful. If not properly reviewed, the content could unintentionally marginalize or offend certain groups. 

LinkedIn’s AI algorithm was found to reinforce gender stereotypes in job recommendations back in 2020. The issue became a public relations challenge for LinkedIn, as it raised concerns about fairness and diversity in hiring practices. LinkedIn changed its algorithm but the incident revealed how even unintentional bias in AI systems can undermine diversity and inclusivity efforts.

PRSAH: Let’s talk more about disclosure of information. Sometimes when asked to cite your data sources, you can’t or say it is “common knowledge.” Why does this happen and what ethical dilemmas does it create for PR pros? 

ChatGPT: The reason I sometimes can’t cite specific sources is that my responses are based on patterns in the information I was trained on. I don’t have access to a specific database of sources, so when I generate an answer, I’m not pulling from a particular document or website. Instead, I’m providing an amalgamation of the general knowledge found across millions of sources. 

When I respond with something like “common knowledge,” it means I’m basing the answer on widely accepted information. However, without the ability to trace the exact source, it can undermine credibility. Even if the information is technically correct, the inability to back it up may cast doubt on its accuracy. The ethical dilemma is that professionals must balance efficiency (using AI to speed up content creation) with the ethical need for accurate sourcing. 

PRSAH: The PRSA Code of Ethics emphasizes “Safeguarding Confidences,” meaning PR professionals have a duty to protect confidential information from clients, employers, and stakeholders. Is AI really a safe space for using this information? 

ChatGPT: Great question! When using AI tools like ChatGPT to generate content or analyze data, several ethical issues arise regarding how that information is handled.

1. 1. Confidentiality and Data Privacy: One of the most significant concerns is whether providing sensitive or confidential information to an AI tool could lead to unintentional data exposure. For example, if a PR professional inputs proprietary or sensitive information to generate content, there’s a question of how securely that data is stored and whether it could be reused by the AI in future interactions. 
   2. Client Trust and Ethical Obligations: Even if AI systems don’t retain sensitive information, clients might be concerned about potential data breaches or misuse of proprietary data. Suppose a PR professional inputs confidential strategy details to generate a press release. If the AI system doesn’t properly protect that information, those sensitive details could be exposed to other users or reused in future outputs. 
   3. Intellectual Property Concerns: If a PR professional shares proprietary research or original content with an AI tool, there are concerns about the AI system claiming rights to that material. Even though ChatGPT doesn’t retain conversations, the potential for AI systems to learn from the data they process creates questions about the ownership of ideas and whether AI platforms could benefit from users’ proprietary content. The New York Times is currently suing OpenAI and Microsoft over the use of its articles to train AI models. 
   4. Legal and Regulatory Compliance: From a legal standpoint, PR pros must also consider compliance with regulations such as GDPR (General Data Protection Regulation) or CCPA (California Consumer Privacy Act), which impose strict guidelines on the handling, processing, and storage of personal data. If a PR professional inputs identifying information into an AI system, it could lead to violations.

PRSAH: So, with all these ethical dilemmas possible, is AI really a good thing for the PR profession? 

ChatGPT: AI can absolutely be a good thing, but like any tool, it depends on how it’s used. When applied thoughtfully and ethically, AI offers significant benefits that can enhance the work of PR professionals. 

Here are some ways AI can be a positive force in PR:

1. 1. Efficiency and Productivity: AI can handle repetitive tasks like monitoring media coverage, analyzing data, drafting initial content, and serving as a copy editor. This allows PR pros to focus on higher-level strategy, creativity, and relationship-building—areas where human intuition and emotional intelligence are irreplaceable. 
   2. Data Analysis and Insights: One of AI’s biggest strengths is its ability to process vast amounts of data quickly. PR professionals can use AI to identify trends, monitor public sentiment, and evaluate campaign performance. This allows for better decision-making and timely adjustments to communication strategies. 
   3. Personalization at Scale: AI can help tailor messages to specific audiences based on data analysis, ensuring communications are relevant and resonate with diverse groups. This can enhance engagement and allow PR professionals to build stronger connections with different stakeholders. 

But to your point, AI’s advancement also brings significant ethical issues. Here’s why PR pros need to be cautious: 

• • Maintaining Human Oversight: AI should support, not replace, human judgment. PR professionals must be diligent in reviewing AI-generated content to ensure it aligns with brand values and ethical standards. AI lacks the context, empathy, and ethical reasoning that humans bring to communication. 
  • Transparency and Accountability: PR professionals must be transparent about the role AI plays in their work. Using AI without proper disclosure can lead to a loss of trust. Accountability always rests with the human user. 
  • Avoiding Bias: Since AI models are trained on historical data, there’s always the risk of perpetuating biases. PR professionals must ensure the technology doesn’t reinforce harmful stereotypes or exclude certain groups. 

So, is AI good for PR? Yes, if used ethically and responsibly. The key is embracing AI as a complement to human expertise, not a replacement for it. 

PRSAH: Taking all this into consideration, what is a key piece of advice for using AI ethically in PR?

ChatGPT: Set clear AI policies. If AI tools are part of the strategy, it’s important to establish clear guidelines for their ethical use within your organization. Ensure that teams understand when and how to use AI, how to verify its outputs, and the importance of maintaining transparency with clients and the public. 

PRSAH: Thanks so much for your insights today, including outlining your own limitations. What’s one final thought for our readers? 

ChatGPT: It was a pleasure speaking with you! If I had to leave your readers with one last thought, it would be this: AI is an incredible tool, but like any technology, it’s only as ethical and effective as the people who use it. For PR professionals, AI offers exciting opportunities to enhance their work, but the human element—empathy, creativity, and integrity—will always be irreplaceable. As we move forward, the key is using AI thoughtfully, staying true to the values of transparency, accountability, and trust that define successful public relations. Thanks again for the great conversation! 

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(Article written with support from ChatGPT)