A Review of Public Relations Guidelines in the Context of Responsible Generative Artificial Intelligence Literacy
The Future of Public Relations: AI’s Impact on History, Practice, Ethics, and Education, Taylor & Francis Ltd, ss.235-255, 2026
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2026
- Doi Numarası: 10.4324/9781003648529-17
- Yayınevi: Taylor & Francis Ltd
- Sayfa Sayıları: ss.235-255
- Anahtar Kelimeler: Artificial Intelligence Guide, Generative Artificial Intelligence, Public Relations, Responsible Generative Artificial Intelligence Literacy
- Galatasaray Üniversitesi Adresli: Evet
Özet
Generative Artificial Intelligence (GAI), built on large language models (LLMs) capable of producing diverse outputs, is reshaping professional workflows. In public relations (PR), it functions both as a tool to enhance efficiency and as a domain that raises ethical challenges. Guidelines issued by professional organisations are critical for supporting practitioners’ ethical and reflective responsibilities. This study examines an open-access guide published by the Public Relations Society of America (PRSA) through the lens of Cox’s responsible GAI literacy model. It evaluates how the guide addresses the model’s four knowledge components (theoretical, ethical, pragmatic, and reflective) and six usage stages to evaluate its contribution to fostering responsible AI competency among PR professionals. The guide was examined through qualitative content analysis using MAXQDA Analytics Pro 2020. Findings indicate that while the guide offers substantial informational content across three usage stages and places strong emphasis on ethical considerations, it provides limited pragmatic guidance and lacks sufficient theoretical and reflective depth. Overall, it makes a limited contribution to advancing PR practitioners’ responsible GAI literacy. Based on these findings, the study outlines recommendations for developing future guidelines, specifying the essential elements they should incorporate.