AI-Generated PR: Balancing Authenticity and Ethics

March 25, 27, April 1, 3–5 p.m. EDT

In this immersive workshop, participants will gain a thorough understanding of AI technologies and their application in public relations. The sessions will offer practical experience with various AI tools, emphasizing how AI can enhance content quality and PR strategies in an ethical and transparent manner.

Workshop learning objectives:

  • Understand AI Fundamentals: Grasp different AI models and their relevance to PR.
  • Explore Generative AI Tools: Discuss capabilities, limitations and ethical/legal considerations.
  • Industry Impact: Examine the adoption and trust in AI content generators like ChatGPT across industries, assessing their long-term impact on PR.
  • Practical Applications: Learn best practices for using AI to ensure high-quality content creation.
  • Hands-On Experience: Experiment with AI tools for content generation. Participants can opt for hands-on or observational involvement.



Day 1 (March 25) – Introduction to AI in PR

  • AI and Machine Learning Overview (2024 Perspective): Basic concepts with PR examples including insights from SXSW 2024.
  • AI’s Role in Current PR: Case studies and real-world applications of AI in PR.
  • Ethical Considerations in AI Discussion: Discussing the ethical challenges like data privacy and algorithmic bias.
  • Homework Assignment: Design a productivity “hack” using a chosen AI tool.

Day 2 (March 27) – AI Tools and Techniques in PR

  • Homework Review: Discussion and demonstration of productivity hacks.
  • Deep Dive Into AI Tools: Exploration of specific AI tools in PR.
  • AI in Content Creation and Management: Hands-on activity using ChatGPT for various PR tasks (video scripting, strategic planning, etc.).
  • Homework Assignment: Analyze case studies of AI-driven PR campaigns.

Day 3 (April 1) – Implementing AI Strategies in PR

  • Case Study Review: Discuss homework findings.
  • Developing an AI PR Strategy: Integrating AI into PR planning and team training.
  • Group Project: Developing and presenting an AI strategy for a real or fictional brand.
  • Conclusion and Future Trends: Discuss the evolving role of AI in PR and the importance of continuous learning.

Accreditation Information

Participants with the APR credential earn 0.5 renewal CEUs in ethics for each completed session of this workshop, for a total of 1.5 CEUs.


PRSA members save $100 when they register by March 4.



Course/Workshop, Emerging Trends, Ethics, Live Online, Techniques & Tactics