Revisiting PR professionalism and ethics in the generative AI era through PR practitioners’ insights

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review Pub Date : 2025-04-26 DOI:10.1016/j.pubrev.2025.102582

Chuqing Dong, Morgan van den Berg

引用次数: 0

Abstract

Recent breakthroughs in artificial intelligence (AI) continue to redefine strategic communication practices, provoking serious consideration for ethical implications, guidelines, and contextualizing areas of integration. Based on interviews with 21 PR professionals, this study examined perspectives on AI, particularly Generative AI (GAI), in PR practices and related ethical implications. Results highlight key benefits and commonly shared challenges of GAI use in PR practices. Additionally, the study reveals various ethical concerns identified by professionals in GAI use and the moral values held by professionals in guiding their ethical GAI use. This study contributes to an ongoing discussion on developing PR ethics theories pertinent to professionals that address PR practitioners’ timely ethical concerns around GAI. Practically, this study helps PR scholars and educators understand how professionals navigate rapidly advancing GAI technologies while maintaining high ethical standards and social responsibility.

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通过公关从业者的洞察，重新审视生成式人工智能时代的公关专业与伦理

人工智能（AI）的最新突破继续重新定义战略沟通实践，引发了对伦理影响、指导方针和整合领域背景的认真考虑。基于对21位公关专业人士的采访，本研究考察了人工智能在公关实践中的观点，特别是生成式人工智能（GAI），以及相关的伦理含义。结果突出了在PR实践中使用GAI的主要好处和共同的挑战。此外，该研究揭示了专业人员在GAI使用中确定的各种伦理问题，以及专业人员在指导其道德GAI使用时所持有的道德价值观。这项研究有助于正在进行的关于发展公关伦理理论的讨论，这些理论与专业人士有关，解决公关从业者对GAI的及时道德关切。实际上，这项研究有助于公关学者和教育工作者了解专业人士如何在保持高道德标准和社会责任的同时，应对快速发展的GAI技术。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.