Setting AI policies for your agency

In this episode, Chip and Gini review the recently released PR Council guidelines for the use of generative AI by agencies.

They explore which elements small agencies might consider adopting, as well as identifying others that may warrant more of a “wait and see” approach.

As the use of AI by communicators continues to expand, there will be many thorny issues to navigate. The PR Council guidelines provide a useful starting point for some of these discussions.

Key takeaways

* Chip Griffin: “To sum up my guidelines, the Chip Griffin guidelines for using AI, just use some common sense and understand your own risk tolerance and the risk tolerance of your clients.”

* Gini Dietrich: “We shouldn’t let this scare us. Let’s just use the tool to make us more effective.”

* Chip Griffin: “Ethics are never going away here.”

* Gini Dietrich: “Our jobs as the protectors of reputation…AI is not going to change that. We will still have jobs.”

Related

* PR Council issues generative AI guidelines for agencies

View Transcript

The following is a computer-generated transcript. Please listen to the audio to confirm accuracy.

Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin.

Gini Dietrich: And I’m Gini Dietrich.

Chip Griffin: Today we’re gonna talk about, yeah, we’re gonna just gonna talk about the PR Council guidelines on AI. I mean, that’s, that’s –

Gini Dietrich: you got nothing. That’s nothing.

Chip Griffin: I just, no, like not creative. It is what it is.

All right. If only I had some AI, maybe it could have helped me do a better intro. After this,

definitely not one of my better openings.

Gini Dietrich: Nope. But it was honest and it is what we’re talking about.

Chip Griffin: It is. Honesty, transparency, ethics, all those kinds of things come together because as we are all thinking about artificial intelligence and a particularly generative AI, we’re considering not just how we use it as an agency from a business perspective.

How does it fit into our client needs? How does it impact our business models? We also need to be thinking about how do we use it ethically, appropriately? What kind of disclosures do we need to make? All of those kinds of things. And the PR Council, Has taken a stab at a a, a, essentially, I, I view it as a first draft of how you should approach generative AI as an agency. And they put together a task force that took a look at it and they, my understanding is that the task force had people of differing views of AI, some who thought it was great, and some who thought it, you know, I dunno whether they thought it was evil, but at least they weren’t nearly as keen on it as, as I think, the way that it was described.

And so it, it does bring together a lot of different ideas. It does have a bit of a feel of something written by committee as these things do because it was. Right. Yeah. Great. So, so it’s, it’s hard to hide that fact and everybody kind of gets their own, their own checkbox in there I think. But there’s still a lot of useful things in there and I think particularly for small agencies being ...