PRCA publishes AI Green Paper to set the standard for responsible AI in PR and communications
The Public Relations and Communications Association (PRCA) has today published its AI Green Paper: Setting the Standard for Responsible AI, a landmark resource designed to help the PR and communications profession adopt artificial intelligence ethically, transparently and with confidence.
The Green Paper responds to the rapid acceleration of AI adoption across PR, from research and insight to content creation, media monitoring and campaign evaluation. While AI presents significant opportunities to improve productivity and creativity, the paper emphasises the profession’s responsibility to ensure its use strengthens public trust, protects organisational reputation and upholds professional standards.
Developed by the PRCA PR and Communications Board Working Group, the Green Paper is authored by Rebecca Broomfield, Stuart Bruce, Stephen King, Catherine Lane and Claire Williamson, and has been informed by extensive consultation with agency and in-house professionals.
The Green Paper highlights that while AI is now widely used across the profession, many organisations lack formal governance, clear policies or confidence in navigating regulation and risk. Legal exposure, data security and reputational impact remain key concerns, particularly for smaller teams with limited resources.
Structured across four chapters, the paper explores:
- The current state of AI in PR, including how practitioners are using generative, applied and embodied AI today
- Strengthening public trust, with a focus on ethics, governance and the profession’s role in securing AI’s social licence
- Building confidence and competence, offering practical guidance on governance frameworks, training and real-world use cases
- Supporting industry resilience and future readiness, addressing skills, capability shifts and the risk of a two-tier industry
Designed as a living document, the PRCA AI Green Paper invites feedback from practitioners through optional reflection questions included throughout. Insights gathered will inform future updates and a dedicated webinar, ensuring the guidance continues to reflect real-world practice as technology, regulation and expectations evolve.
Sarah Waddington CBE, PRCA CEO, said:
“Artificial intelligence is already transforming how PR and communications professionals’ work. The opportunities are real, but so are the risks. This Green Paper sets out how our profession can embrace AI responsibly, with human judgement, accountability and transparency at its core. It is about building confidence, capability and trust, not just efficiency.”
PRCA AI Green Paper 2026.pdf
PDF 2.1 MB
