The efficiency is real. So is the risk.

AI has made certain parts of the job genuinely faster. Press releases that used to take an hour to draft take minutes. Social content that required a full afternoon can be outlined before lunch.

But speed has a cost most people don't talk about. The faster something gets created, the easier it becomes to stop scrutinizing it. When content looks polished, and AI-generated content often does, people assume it's already been checked. It usually hasn't.

AI still gets facts wrong. It misreads context. It can produce messaging that sounds professional but doesn't actually say what you need it to say. That's manageable if you're treating it like a first draft. It becomes a real problem if you're treating it like a finished product.

The image problem is bigger than most people realize

A year ago, you could usually spot an AI-generated image. That's not really true anymore.

Today's tools produce visuals that match branding, render realistic faces and environments, and handle text inside images, which used to be a dead giveaway. For communications teams, this unlocks faster content production and more creative flexibility. It also forces a question that didn't used to exist: if your audience can't tell an image was generated, does that change whether you should use it?

For PR professionals, the PRSA Code of Ethics makes the answer pretty clear. Honesty, transparency, and the accurate flow of information are the foundation of what we do. When audiences can't distinguish real from generated, we're the ones responsible for protecting that line.

Should you disclose? Transparency is about intent.

During the presentation, I shared my process for disclosing whether AI was used in communications materials. Generally, my stance is if most of the output is created by AI, it should be disclosed. Ultimately, when in doubt, disclose.

That question applies to written content, visuals, research summaries, and messaging frameworks. It doesn't mean you need to footnote every tool you use. But it does mean being intentional, thinking about what your audience expects, how the content will land, and whether anything could be misread.

Transparency built into the process from the start looks very different from transparency bolted on after someone asks.

What responsible AI use actually looks like in practice

AI works best as a thinking partner and a drafting tool, not a replacement for judgment. It can accelerate your process without changing who's accountable for the outcome.

In practice, that means using AI to generate drafts and then verifying facts before anything goes out. It means letting it help with ideation while keeping strategic decisions with the humans who understand context. It means treating efficiency gains as an opportunity to do more thorough review, not less.

The professionals doing this well are the ones using AI intentionally.

Every organization using AI needs a policy

Right now, a lot of teams are making AI decisions on the fly, figuring out what's appropriate in the moment, often under deadline pressure. That's where errors compound.

A basic AI policy doesn't have to be complicated. At minimum, it should answer which tools are approved for use, what types of information can be entered into those tools, when human review is required before content goes out, and when disclosure to clients or audiences is necessary.

Without that framework, good intentions aren't enough.

The bottom line

AI is a powerful tool, and it's not a neutral one. Used with intention and accountability, it makes communications work better. Used carelessly, it creates exactly the kind of credibility problems that are hard to recover from.

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Frequently Asked Questions About AI and Ethics in PR

What is ethical AI use in public relations?

Ethical AI use in public relations means using artificial intelligence tools in a way that is accurate, transparent, and responsible. This includes verifying information generated by AI, avoiding misleading content, protecting confidential data, and being mindful of how AI impacts audience trust.

Do PR professionals need to disclose when they use AI?

Not in every situation, but it depends on context. If AI significantly influences content, especially visuals or messaging that could be perceived as real or human-created, disclosure may be necessary to maintain transparency and trust with your audience.

How can AI impact credibility in communications?

AI can improve efficiency, but it can also introduce errors, generic messaging, or misleading information if not reviewed carefully. Publishing inaccurate or unclear AI-generated content can quickly damage credibility with both media and audiences.

What are the biggest risks of using AI in PR?

Some of the most common risks include:

• Inaccurate or “hallucinated” information

• Loss of brand voice or tone

• Use of unverified or unusable visuals

• Sharing confidential information in AI tools

• Lack of transparency with audiences

How should PR teams use AI responsibly?

PR teams should use AI as a support tool, not a replacement for human judgment. Best practices include:

• Reviewing and fact-checking all AI-generated content

• Keeping humans involved in decision-making

• Establishing clear internal AI policies

• Using AI to enhance, not replace, strategy and storytelling

What is an AI policy and why does my organization need one?

An AI policy outlines how your organization uses artificial intelligence tools. It should define what tools are approved, what data can be shared, and when human oversight is required. Having a policy helps reduce risk and ensures consistent, ethical use across your team.

Can AI-generated images be used in PR campaigns?

Yes, but with caution. AI-generated images can be effective for marketing and storytelling, but they raise ethical concerns if they appear real and are not disclosed. Using them responsibly means considering how your audience will interpret the content and whether it could be misleading.

How is AI changing media relations?

AI is changing how both PR professionals and journalists work. PR teams are using AI to draft content and pitches, while journalists are using it to research, summarize, and fact-check. This makes accuracy and credibility even more important, since both sides are moving faster than ever.

Is it too late to start learning AI in communications?

Not at all. AI is constantly evolving, and many professionals are still learning how to use it effectively. Those who take the time to understand it now will be in a stronger position to adapt and succeed as the technology continues to change.

How can Scot Media Tulsa help with AI strategy?

Scot Media Tulsa provides training and consulting to help businesses and organizations use AI effectively and ethically. Services include AI education, content strategy development, media relations guidance, and creating internal policies for responsible AI use.