The widespread availability of generative AI models such as GPT-4 presents significant ethical
challenges for public relations and communication professionals. As reputation guardians, we
must help our organisations navigate uncharted waters – and generative AI has brought with it a
whirlwind of change. This session addresses the challenges and looks at how we can steer an
ethical course in turbulent times – and make sure our organisations don’t get lost along the way.
What’s the problem? Understanding algorithmic ethics and how to manage AI hallucinations
• Hit or Mis (information) – how generative AI creates and spreads convincing but false content
• Who is responsible – you or your new best friend ChatGPT?
• Risks and issues – attribution and authenticity
• Balancing privacy and transparency
• Spot the stereotype – how deep is the bias in your data?
• What’s mine is yours – new rules of copyright, new rules in the making – a look at emerging legislation and compliance
• Mind the gap – ethical behaviours in the new age of human-AI relations
This session aligns with the Global Capability Framework, specifically professional capabilities:
To provide valued counsel and be a trusted advisor
To offer organisational leadership
To work within an ethical framework on behalf of the organisation, in line with professional and societal expectations
To develop self and others including continuing professional learning
Zoom links will go out closer to the date to allow for those last minute sign ups!
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Your presenter is..
Catherine Arrow LPRINZ FPRINZ FCIPR
Founding Chartered Public Relations Practitioner
Executive Director – PR Knowledge Hub Ltd
Catherine Arrow is an international public relations consultant and educator and executive director of PR Knowledge Hub Ltd, a professional learning and development centre for leaders, public relations and communication professionals.
A pioneer in digital communications since the inception of the web, Catherine helps public and private sector organisations navigate and build relationships in online – and offline – environments. In recent years, she has worked extensively to improve understanding of the transformative impact of artificial intelligence (AI) on public relations and society, providing training and counsel. In 2015 she put artificial intelligence on the agenda for public relations association leaders at the Global Alliance Milan Summit and has continued to develop sector understanding of the topic since then, regularly speaking at conferences and events across the world.
A Public Relations Institute of New Zealand Life Member and Fellow, a Fellow of the Chartered Institute of Public Relations, Accredited Fellow of the Public Relations ASEAN Network and a Founding Chartered Public Relations Practitioner (UK), Catherine has
served the public relations profession for many years contributing at national and global levels including eight years as a board director and Secretary of the Global Alliance for Public Relations and Communication Management, the world body for the profession.
Alongside her consultancy work, she lectures, writes and speaks about public relations and its impact on society. Her career spans the Northern and Southern Hemispheres and, in 2012, she was presented with the Public Relations Institute of New Zealand
President’s Award for exemplary contribution to the profession.