Join PRSA Oregon for a panel discussion about how AI is reshaping the profession and what its ethical use requires. The discussion will bring together different perspectives from across the profession to explore the opportunities AI creates, the risks communicators must recognize and the human judgment that remains essential.

The panel will include:

• Langley Allbritton, AI Comms Consulting, advising on how to intentionally embed human judgment and ethics into AI communication strategies and workflows.
• Magali Lola Corrales, vice president of professional standards, PRSSA International, offering the perspective of students and emerging professionals preparing to enter an AI-influenced workplace.
• Mark Dvorak, APR, Fellow PRSA, 2023 chair of the PRSA Board of Ethics and Professional Standards, grounding the conversation in the ethical principles that guide the profession.
• Rashaad O’Neal, digital communications specialist, King County Department of Local Services, sharing real-world experience identifying and correcting inaccurate AI-generated information and its implications for digital identity and reputation.

Facilitated by PRSA Oregon Ethics Officer Rhonda Morin, APR, the webinar will examine the safeguards and professional judgment needed to use AI responsibly through the lens of the six core values of the PRSA Code of Ethics:

• Advocacy: How can communicators advocate responsibly for their organizations and clients when using AI?
• Honesty: What do accuracy, verification and appropriate disclosure require?
• Expertise: What must practitioners understand before relying on AI-generated information or content?
• Independence: How can communicators maintain objective professional judgment rather than deferring to an AI tool?
• Loyalty: How do practitioners balance their obligations to clients and employers with their responsibility to the public?
• Fairness: How can communicators identify bias, support inclusive representation and avoid harm?

AI may have disrupted how public relations work is produced, but the ethical principles that guide the profession remain unchanged. 

Register today to join what promises to be an insightful conversation.