PR Council Issues New Digital Ethics Guidelines

(MENAFN- PRovoke) NEW YORK - The PR Council has released updated ethical guidelines aimed at helping PR professionals navigate the growing challenges posed by AI-generated content, misinformation, and data privacy.

Developed by the organization's ethics task force, the guidelines offer a practical framework for confronting the ethical implications of emerging technology and social platforms. The task force was co-led by Anne Green, CEO of G&S Integrated Marketing Communications Group, and Mark McClennan, general manager at C+C.

Key focus areas include:

The guidelines are available for download on the PR Council's website here .

“Core ethical principles don't change,” McClennan said,“but the way we apply them has to evolve to protect our clients, our firms, and society.”

The guidelines build on the PRC's longstanding Code of Ethics, which member firms sign annually, and expand its application to current issues facing the industry. Among the key focus areas are the ethical use of AI and algorithms, transparency in digital and social media practices, responsible data collection, inclusive communications, and balancing free expression with accountability.

Green noted that the guidance reflects“the profound shifts in how information is created, shared, and perceived,” and stressed its relevance as agencies increasingly rely on digital tools and AI in daily operations.

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