Everyone's talking about it...AI. No matter where you turn, there are questions about AI, its effects on our work, job security and impact. And while these are real and noteworthy concerns, the question we should really be asking is: what are we doing about it in our current practices?

The Public Relations Society of America (PRSA) recently released comprehensive guidance on using AI responsibly. While this guidance originates from U.S. professional standards, the ethical principles outlined are universal and critically important for PR professionals throughout the MENA region. Whether you're in an agency, corporate communications, nonprofit organisation, or government comms, these principles aren't optional. They're essential.

Here are the five non-negotiable rules you need to consider.

1. Transparency isn't optional

The rule: Always disclose when AI meaningfully shapes your content, strategy, or client communications.

In PR, trust is everything. When AI generates or significantly influences content – whether it's a press release, social media campaign, crisis statement, or annual report – your audiences deserve to know. This applies to texts, images, videos and even data analysis used in communications.

What to consider:

• Add clear disclosures to AI-generated visuals and media content
• Include AI usage terms in client contracts and project briefs
• Communicate internally when AI tools influence hiring decisions or employee evaluations
• Update your website and materials with appropriate AI usage statements

Example of a disclosure: "Portions of this document were developed using generative AI tools to support research, ideation, and editing. All content was reviewed and finalised by the editors to ensure ethical alignment and professional accuracy." (from PRSA guide)

Here, the PRSA guidance is clear: a blanket "we use AI" statement on your website isn't enough. Each piece of AI-generated content needs its own appropriate disclosure.

Why it matters: Whether you're working in consumer brands, healthcare, technology, or government relations, undisclosed AI use can destroy credibility overnight. Transparency strengthens trust and demonstrates that you're strategic and not just a content producer.

Learn more: PRSA Code of Ethics

2. Guard client data like your reputation depends on it 

The rule: Never upload personally identifiable information, client IP, or confidential materials into public AI tools.

This is where many PR professionals unknowingly create massive liability. That innocent ChatGPT prompt containing client information, campaign strategies, or internal communications? You may have just exposed confidential data to training models that could reproduce it elsewhere.

Suggested actions to take:

• Audit all AI tools for data privacy and storage policies
• Switch to business AI systems with proper security controls for sensitive work
• Train your team on what counts as sensitive information (it's more than you think)
• Review data protection requirements across the relevant authorities

Why it matters: PR professionals often handle sensitive information – product launches, crisis situations, employee communications, financial data, competitive intelligence, and personal information about executives and stakeholders. One data leak can destroy client relationships and expose you to legal action.

Learn more: UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021) | Saudi Arabia SDAIA - Laws and Regulations | MENA Data Protection Laws Overview 2025

3. AI suggests, but humans decide

The rule: Use AI for drafting, research and efficiency, but human judgment must lead strategy, ethics and final decisions.

AI is a useful assistant but a less competent strategist. It can analyse data, generate draft content, and spot trends – but it can’t understand stakeholder nuances, figure out crisis situations, or make ethical judgment calls.

Where AI can help:

• Brainstorming campaign concepts
• Drafting initial press releases and social content
• Analysing media coverage sentiment
• Translating content across languages
• Creating media lists based on journalist beats

Where humans must lead:

• Strategic decisions and positioning
• Crisis communication and reputation management
• Relationship building with journalists and stakeholders
• Ethical decision-making
• Final content approval before publication

The PRSA guidance emphasises keeping a "human gatekeeper in the loop" before anything goes live. Remember: when something goes wrong, you're responsible, not the AI.

Why it matters: PR communication needs a deep understanding of audiences and cultural contexts that AI cannot yet replicate. So, whether you're managing a product launch, wading through a crisis, or building community relationships, the approach needs human expertise, empathy and judgment.

Learn more: PRSA AI Insights

4. Beware of the bias bug

The rule: AI models are often infected by biases from their training data, so you must actively monitor, and moderate bias in all outputs.

AI doesn't understand cultural context, regional sensitivities or diverse perspectives. It generates content based on patterns in data that often over-represents Western, English-language sources while underrepresenting voices from other regions, not least of which is MENA.

How bias can show up:

• Stereotypical portrayals of cultures, regions or communities
• Misrepresentation of regional business practices, values and communication styles
• Language that excludes or misrepresents Arabic-speaking and other regional audiences
• Hiring algorithms that disadvantage qualified candidates from the region
• Campaign concepts that reinforce harmful stereotypes about MENA markets

Why it matters: Luckily, for the most part, we work in a multicultural region, but cultural misrepresentation can alienate audiences, damage brand reputation and possibly undermine campaign effectiveness.

Learn more: MIT Exploration of Generative AI

5. Create AI governance frameworks internally

The rule: Establish clear policies, training programmes and accountability structures for AI use across your business.

Flying blind with AI isn't just risky but it is also negligent. Agencies need to have documented policies, trained teams and and clear accountability measures in place.

Some essential governance pointers:

• Written AI policy covering acceptable use, disclosure requirements and data protection
• Team training programme on ethical AI use and legal requirements
• Contract templates that include AI disclosure and usage clauses
• Crisis plan for AI-related incidents or data breaches

A few questions your policy should answer:

• Which AI tools are approved for use?
• What types of information can never be entered into AI systems?
• When must AI use be disclosed to clients?
• Who reviews AI-generated content before publication?

Why it matters: Without clear governance, every team member becomes a potential liability. One employee’s oversight can ultimately lead to legal action, regulatory penalties and reputation damage.

Learn more: PRSA AI Ethics Guidelines (Full Document)

AI is transforming PR work rapidly, but it can’t replace the human factors that define excellent public relations.

The PRSA's guidance makes one thing clear: accountability belongs to people, not algorithms. Remember that when you use AI, you're not delegating responsibility, but rather amplifying it

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