PRCA launches consultation to develop AI green paper for public relations
The Public Relations and Communications Association (PRCA) has initiated a significant consultation process targeting both agency and in-house PR and communications practitioners, marking an important step towards developing a comprehensive green paper focused on the responsible and effective use of artificial intelligence (AI) within the industry. This move reflects the growing recognition of AI’s transformative role in public relations and communications, alongside the attendant ethical, regulatory, and environmental considerations that need careful management.
The consultation, currently in survey form, seeks input from industry professionals to ensure that forthcoming guidance from the PRCA will address the myriad challenges and opportunities AI presents. The survey spans a broad range of critical topics including AI leadership and accountability, policy development, adherence to ethical standards and compliance mandates, human oversight, and efforts to mitigate bias within AI systems. Additionally, questions cover the environmental impact of deploying AI technologies, client consent protocols, vendor management strategies, data governance issues, as well as training and AI literacy initiatives designed to upskill professionals. The survey also addresses AI’s role in incident response processes and stakeholder engagement, reflecting the complexity and breadth of AI’s influence on industry practice.
Sarah Waddington, who began her tenure as PRCA interim CEO in January, highlighted the importance of this initiative in a discussion with PRovoke Media. She noted that AI represents a "transformative force" for the industry, yet cautioned against prioritising efficiency gains at the expense of regulatory and ethical concerns, or neglecting the environmental footprint of new technologies. Waddington stated, “The question has to be – efficiency at what cost? Equally, we need to consider issues related to the recruitment and development of future talent.”
Waddington also referenced leadership within the PRCA’s newly established Large Agency Forum, emphasising their commitment to leading dialogues around the legal and ethical implications of AI with clients. This proactive stance underscores the association’s intent to shape AI’s future use in a manner that aligns with professional standards and societal expectations. She urged as many professionals as possible to participate in the survey, emphasising that robust data collection is crucial to creating guidance that benefits the wider profession.
The survey will remain open until 9 May 2025. Responses are collected anonymously and exclusively to inform the green paper, which is scheduled for publication in June. The PRCA offers separate survey links tailored to agency and in-house practitioners, facilitating targeted feedback from diverse sectors within the industry.
This consultation initiative situates the PRCA at the forefront of industry efforts to navigate the emerging AI landscape, demonstrating a commitment to upholding ethical standards while fostering innovation. It also responds to an increasing demand from association members, confederations, and trade bodies alike for clear, actionable frameworks that support responsible AI adoption and ensure that communications professionals are well-equipped to handle future challenges and opportunities AI technologies may present.
Executives within the association sector, particularly those overseeing member services and policy development, may view this as a model for how professional bodies can proactively engage their constituencies in shaping sector-wide approaches to technological advancements. The PRCA’s green paper, informed by this wide-ranging consultation, promises to be a valuable resource for organisations seeking to guide their members through the complexities of AI integration in public relations and communications.