Anti-Bias & the Role of PR in the Ethical Use of AI

Artificial intelligence is transforming the way organizations communicate; and with it, the ethical responsibilities of PR professionals are becoming increasingly important. As organizations increasingly use AI to inform decisions, create content, analyze audiences, and shape public-facing experiences, communicators have an important role to play in determining how these tools are introduced, understood, and used responsibly.

Dr. John Blosnich’s research offers a powerful example of this tension. His work explores how AI can help researchers uncover patterns and opportunities that might otherwise go unnoticed, while keeping human expertise at the center of the process. His research using language models to examine more than 270,000 suicide death narratives demonstrates both the potential of AI and the importance of human oversight when working with sensitive, high-stakes information.

Join the PRSA Technology Section for a timely conversation with John R. Blosnich, Ph.D., Associate Professor at the USC Suzanne Dworak-Peck School of Social Work, Director of the Center for LGBTQ+ Health Equity, and Interim Co-Director of the USC Center for AI in Society.

Moderated by Courtney M. Fowler, Digital Strategist and Consultant, the conversation will evolve beyond the common debate of whether AI is simply “good” or “bad” and instead explore a more nuanced question:

What ethical responsibilities does AI demand of us as communicators?

Together, Courtney and Dr. Blosnich will explore how PR professionals can think critically about bias, equity, transparency, accountability, and trust as AI becomes increasingly embedded in organizational decision-making and communications.

The discussion will also consider the responsibility communicators have to question the systems behind the tools they recommend, use, and help organizations adopt; and how PR can play a meaningful role in advocating for more responsible and equitable applications of AI.

Why Attend the Webinar?

AI is already changing the communications profession. The question is no longer whether communicators will encounter AI; it’s how thoughtfully we’ll participate in shaping its use.

This conversation will give PR professionals an opportunity to step back from the hype and consider:

• Where does bias enter the AI lifecycle?
• What should communicators be asking before recommending or adopting an AI tool?
• Who is responsible when AI-driven communications cause harm?
• How can PR professionals advocate for transparency and accountability?
• What does ethical AI look like from the perspective of the people and communities affected by it?
• How can communicators help organizations build trust around AI?

Hosted by the Technology Section. Paid registration for non-Technology Section members includes the live webinar and video playback for one month.