Indonesia's Public Relations (PR) Association, Perhumas, is preparing to launch a new ethics code specifically designed for artificial intelligence (AI) usage in communication planning. The announcement was made by Boy Kelana Soebroto, the Chairman of Perhumas, during the World Public Relations Forum (WPRF) 2024 in Nusa Dua, Bali. This new code aims to provide a set of guidelines for PR professionals, both members and non-members, in adapting to the growing role of AI in the industry.

As technology advances rapidly, Perhumas recognizes the importance of updating the ethical framework to address the specific challenges and opportunities AI presents. "We are finalizing an AI-related code of ethics, which will be aligned with the existing PR ethics framework," Soebroto said. The goal is to ensure that AI is used responsibly and ethically by PR practitioners, especially in data-driven communication planning.

AI has already begun to play a significant role in PR and communication, particularly in the collection and analysis of data. Soebroto emphasized that AI should be seen as a tool to ease work processes rather than a disruptive force. While AI is not considered a problem, its application requires careful consideration of ethics. "It’s about integrating AI into daily PR practices while being mindful of its ethical implications," he explained. The new code will guide members of Perhumas, which includes over 3,000 professionals, as well as non-members, in ensuring AI is used responsibly in their work.

The new guidelines will not just focus on the technicalities of AI, but also its impact on communication practices. Soebroto stressed that ethical concerns should be addressed, including how AI is utilized in media relations and content creation. "The key is not to copy-paste AI-driven outputs but to ensure they are thoughtfully integrated and aligned with responsible communication principles," he added.

Similarly, Justin Green, the CEO of the Global Alliance for Public Relations and Communication Management, also shared insights on the role of AI in the industry. Green emphasized that AI should be seen as an asset that can support PR efforts, but with a focus on responsible communication. According to Green, it is crucial for PR professionals to verify information before disseminating it, ensuring the communication process remains ethical and transparent.

Both Perhumas and the Global Alliance recognize that AI has the potential to transform communication strategies. However, they also stress the importance of having clear ethical guidelines to govern its use. As AI continues to evolve, the PR industry must stay ahead by not only embracing these technological advancements but by doing so in a way that maintains the integrity and trust that is essential to public relations.

ANTARA