The public relations industry stands at a crossroads. The rapid adoption of artificial intelligence and digital platforms has transformed how we communicate; however, as someone who has dedicated my career to bridging gaps and creating opportunities, especially for underrepresented communities, I see both the promise and the challenges that these changes present.
The Problem: Ethics In The Age Of AI And Digital PR
Public relations professionals are increasingly turning to AI for a range of tasks, from tracking media coverage to creating content. It boosts efficiency, but it also opens the door to serious ethical issues. If we’re not careful, these tools can reinforce bias, spread false information or invade privacy. And in today’s digital world, even a small mistake—intentional or not—can quickly spiral out of control and damage trust.
Influencer Marketing Hub’s 2025 benchmark report estimates that global influencer marketing spending will total $266.92 billion by the end of 2025, highlighting the sector’s substantial expansion and also bringing distinct ethical challenges in today’s digital landscape.
For instance, imagine a brand launching a digital campaign with popular influencers to promote a new product. The influencers enthusiastically share content that unintentionally offends specific communities, triggering a social media uproar that overshadows the campaign’s original message. Even well-intentioned influencer campaigns can go wrong without careful planning and ethical consideration.
I suggest company leaders thoroughly evaluate an influencer’s audience, engagement quality, authenticity and past reputation. Ensure clear transparency and that the influencers align with your brand’s values and campaign goals.
The Misinformation Dilemma
Imagine a PR team using AI to draft press releases and social media posts. If the AI draws from biased or inaccurate data, it may inadvertently disseminate misinformation.
Today, even minor missteps—whether accidental or intentional—can rapidly escalate, leading to public crises that damage reputations and erode the trust organizations have worked hard to build. These kinds of errors create short-term problems, and they can undo years of relationship-building and push away the audiences we aim to serve.
Solutions: Building An Ethical, Inclusive PR Future
How do we address these challenges? I think the answer lies in a renewed commitment to ethics, transparency and human connection—values I have championed throughout my work supporting underrepresented students and building community networks.
- Prioritize transparency and disclosure.
Always disclose when AI tools are used in content creation or communication strategies. Transparency builds trust and helps manage client expectations. For example, if generative AI tools assist in drafting press releases or social media content, a simple note at the bottom, such as “This content was developed with the assistance of AI tools and reviewed by our communications team,” can go a long way.
PR leaders can also include a disclosure or policy statement on their website outlining how AI is used in their communications process. This could be placed in the About or Our Approach section to proactively address any concerns. The key is to be upfront and clear. Leveraging AI as a skillset means using it ethically to enhance strategy, streamline work and make informed decisions.
- Invest in ongoing ethics training.
Regularly train PR teams on emerging technologies and ethical best practices. For instance, in our organization, we’ve updated our internal ethics training to address emerging concerns. This includes guidance on disclosing AI-generated content, clearly labeling paid and sponsored posts and ensuring teams understand how to communicate data usage practices transparently in campaigns.
- Foster human insights and diversity.
Ensure that human professionals review AI-generated content for accuracy, fairness and cultural sensitivity. You can help do this by building diverse teams that represent a diverse range of perspectives and can thus better catch blind spots.
In the PR field, this approach involves using AI tools to screen and analyze data efficiently, such as media mentions, sentiment or influencer metrics, while ensuring that final judgments incorporate human insight to capture nuances that machines might miss, like misleading content.
Through balancing automation with thoughtful, human-centered review, executives can maintain integrity and make well-rounded decisions that protect brand reputation and encourage authentic engagement.
- Strengthen community and role models.
Create networks where professionals can share experiences, mentor newcomers and model ethical behavior. The PR industry should foster communities that support ethical growth and accountability.
Creating networks where professionals can share experiences, mentor newcomers, and model ethical behavior is essential to strengthening the PR industry’s integrity. In my own work, I actively participate in professional associations, where I both seek and offer mentorship. For example, I’ve helped organize informal meetups focused on navigating ethical dilemmas in media relations and digital engagement.
One lesson I’ve learned: Ethical behavior isn’t just about following rules—it’s about modeling transparency, asking tough questions and being willing to admit when we don’t have all the answers. That openness builds trust within teams and with the clients we serve.
- Embrace lifelong learning.
Stay informed about new technologies, their capabilities and their risks. Foster curiosity and adaptability, acknowledging that ethical challenges will continually evolve.
More than that, promote a mindset of curiosity and experimentation—one that welcomes iteration, questions assumptions and adapts to new challenges. Ethical dilemmas won’t arrive with clear labels; they’ll evolve alongside the tools we use. Like how CEOs can steer their teams toward AI maturity, communicators must constantly refine their understanding and strategies to ensure that innovation is matched with responsibility.
Opening Doors, Building Trust
As I have learned from years of building communications campaigns and platforms with my team, the solution to complex challenges is rarely technological alone—it is human. We must open doors for one another, create role models and hold ourselves accountable to the highest ethical standards.
In public relations, trust is our most valuable asset. The future of AI depends on our willingness to lead with integrity, empathy, and a commitment to doing what is right.
Final Thoughts for STEM Students
To position yourself for success in AI companies, you need a combination of technical expertise, collaborative mindset, and a passion for continuous improvement. CEOs and leaders in AI companies value employees who can adapt quickly, learn constantly, and think creatively.
By adopting a growth mindset, honing both technical and soft skills, and staying curious about new AI developments, STEM students can carve a path that leads them to impactful careers in the rapidly evolving world of artificial intelligence.
If you need more information on how CEO’s can steer to AI maturity, read my Forbes article https://www.forbes.com/councils/forbesbusinesscouncil/2025/06/03/how-ceos-can-steer-their-teams-toward-ai-maturity/
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