PRSA Releases Guidance on AI; First Deadline for the 2024 Anvil Awards Approaching
January 2024
PRSA has released “Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners,” an extensive framework that follows PRSA’s Code of Ethics, and provides best practices on preventing and managing potential ethical challenges that may arise from the improper use of AI tools.
The Board of Ethics and Professional Standards (BEPS) authored the report following extensive research, expert input and peer review.
“Artificial intelligence in various forms has been in use for decades (the term itself was first coined in 1956), but the rise in popularity of ChatGPT and other ‘generative’ models created a new sense of urgency in terms of understanding how these tools operate, and their potential for positive and negative outcomes,” said Mark Dvorak, APR, Fellow PRSA, the 2023 chair of BEPS. “Without this knowledge, the community of public relations practitioners risks omitting the essential human element it is meant to serve.”
“Promise & Pitfalls” focuses on five provisions found in PRSA’s Code of Ethics with each defined and examined in terms of how they relate to generative AI tools, coupled with examples of improper and proper use.
The provisions include:
- Free Flow of Information
- Disclosure of Information
- Competition
- Safeguarding Confidences
- Enhancing the Profession
The guidance concludes with a cost-benefit analysis for the use of generative AI tools.
“Promise & Pitfalls” complements an extensive list of resources PRSA has curated over the past several years to educate members and communications practitioners on emerging AI technologies, tools and services. Featured content on PRSA’s AI Insights webpage includes Strategies & Tactics articles, webinars, and blog posts, among others.
First Deadline for the 2024 Anvil Awards Approaching
The entry process continues for the 2024 Anvil Awards.
Here are the 2024 deadlines:
- Early: Jan. 18
- Regular: Feb. 1
- Final: Feb. 15
Silver Anvils single out strategic campaigns in a wide variety of categories, while Bronze Anvils honor specific tactics. To streamline the entry process, you may submit your Silver and Bronze Anvil Entries together on the same entry form.
At least some part of the work must have occurred during the period Feb 1, 2022 — Feb 1, 2024, though the program must have been initiated no earlier than Jan 1, 2022.
This year marks the 80th anniversary of the premier award competition for the PR and communications profession.
Looking Back at 2023
On Dec. 20, PRSA published its 2023 Year in Review, a showcase of our collective achievements and the strength of PRSA and the profession.The review includes updates on all areas of PRSA, including DEI, professional development and member support, and offers highlights from marquee events such as ICON and the Anvils.
You can read the 2023 Year in Review here.
Starting Your Day With Issues & Trends
As a New Year’s reminder: Don’t forget to open the Issues & Trends e-newsletter delivered to your inbox each weekday morning. PRSA’s award-winning editorial team curates this collection of the latest headlines, information and best practices for communicators.
Start your day with this must-read PRSA member benefit. Please update your email preferences at MyPRSA to ensure receipt.
Purpose-Driven Communications Resources
PR and communications professionals continue to be faced with situations that prompt discussion on if, when and how societal issues and current events, at home and abroad, should be addressed by their organizations.
To help inform the decision-making process, PRSA recently added a section to the website providing an array of resources for member use. Visit the PRSA website to access the information.
Member Savings
As a PRSA member, you can access special discount opportunities from leading companies like Avis, Budget, Office Depot, Wyndham Hotels, 1-800-Flowers, Ace Hardware, 4imprint and The Associated Press Stylebook.
Check out the full list at the PRSA Member Savings Center.
