IPRA and the academic community working together to set ethical guidelines for the usage of AI in communications
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1 month, 4 weeks ago
The Board of the International Public Relations Association chaired by IPRA President, Nataša Pavlović Bujas, has set up a Committee with prominent academics and practitioners to create Ethical Guidelines for the usage of artificial intelligence (AI) in communications. Trustworthy and ethical PR in the AI era is the IPRA President's theme for 2024. These new comprehensive guidelines will help practitioners navigate the emerging world of generative AI. This may be a first step towards its regulation.
Nataša Pavlović Bujas clarifies: “This is an outstanding example of collaboration between the academic community and practitioners on regulating critically important aspects of our work. This collaboration is beyond narrowing the gap between practice and academia: it is about collaboration to anticipate the future and define the borderlines for AI usage applicable on a global scale.”
“Working together is essential if we are to integrate best practices with the latest trends identified by the academic community,” explains Bujas.
Members of the Committee are:
- Prof. Dr. Dejan Verčič, University of Ljubljana, Slovenia
- Prof. Dr. Flora Hung-Baesecke, University of Technology Sydney, Australia
- Dr. Marko Selaković, S P Jain School of Global Management, UAE
- Prof. Dr. Yang (Alice) Cheng, NC State University, USA
- Prof. Dr. Ana Tkalac Verčič, University of Zagreb, Croatia
- Dr. Nikolina Ljepava, American University in the Emirates, UAE
- Mrs. Svetlana Stavreva, MSc, DipM, Past IPRA President, International Public Relations Association Board Member.
The Committee will conduct a comprehensive literature review and research study. IPRA’s recent Guidelines for AI are a foundation for this review. The Committee’s work is expected to be the subject of a new IPRA Gold Paper.
Background to IPRA
IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations' annual global competition, the Golden World Awards for Excellence (GWA). IPRA's services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship. For more see www.ipra.org
Contact
International Public Relations Association Secretariat
United Kingdom
Telephone +44 1634 818308
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