Революциите в PR, еволюции в промяна на съзнанието
Revolutions in PR, Evolutions in Change of Consciousness

Author(s): Maxim Behar
Subject(s): Social Sciences, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: artificial intelligence; automation; ethics; monitoring; public relations; training; transparency
Summary/Abstract: This document presents key principles and guidelines for the ethicaluse of artificial intelligence in public relations (PR). The principles include transparency, accuracy, respect for confidentiality, disclosure of bias, compliance with intellectual property rules, and responsible automation. The process of creating AI-based contentrequires human control and intervention, as well as collaboration with experts in the field. Constant monitoring and evaluation of content is essential to ensure its accuracy andaudience response. PR professionals must commit to continuous learning and development to understand and use the capabilities of AI ethically. Applying ethical standards to the use of technology is essential to maintaining the integrity and credibilityof the PR sector. The text highlights the need for adaptability and vigilance in the face of the challenges that AI presents to business and expresses the belief that with appropriate training and adaptation, PR professionals can make the most of this technology.

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