ETHICS MONTH 2024 – NAVIGATING ETHICAL CHALLENGES IN COMMUNICATION #ETHICSMATTER #ETHICSMONTH

Thank you all for joining the Ethics Month 2024!

The Global Alliance Ethics Month in February 2024 reminded us again of the importance of ethics in communication – it also brought attention to our role as communication professionals in shaping perceptions, driving conversations, and impacting societies. During the month, we discussed the dilemmas we face in our profession - and strategies for maintaining integrity, fostering trust, and driving positive change.

We touched upon topics such as – stakeholders’ expectations from corporations during times of crises, with especial focus on Russian war of aggression towards Ukraine. We also examined organizational trust in the privacy economy and the business value of trust in the app-based, data-driven circular economy, where the research confirms that communication is the key to making AI and data-driven systems more ethical!

And last but no least - we discussed the communication dilemmas connected with AI. Clearly, the technology is changing the way we work, but are we still too naïve users of it? What is happening with trust when it is so easy to produce deepfakes? Can AI help us in building trust – or reduce biases? All this was discussed in our webinars - you can find the recordings of the webinars held during the month here on Global Alliance web-site.

To conclude the Ethics Month 2024, the Global Alliance presents a draft of the Global Alliance for Public Relations and Communication Management Guiding Principles for Ethical and Responsible Artificial Intelligence.

The Ethical and Responsible AI Guiding Principles provide ethical leadership for the global public relations and communication professions in the utilization of artificial intelligence. The broad and transformative opportunity presented by this technology is as exciting as it is daunting, and therefore the purpose of the guiding principles is to provide leadership for aligning our member associations under common guidance for the use of AI.

These principles align with the Global Code of Ethics and will be put forward to Global Alliance Board for approval. When approved they will be integrated into the Global Alliance for Public Relations and Communication Management ethical framework. Study the full guidelines here.

If your organization has existing AI guidelines that you would like to be in included as resources in this document, or if you have any feedback on these principles, please forward them to Mateus Furlanetto and Bonnie Caver by March 31, 2024.

#EthicsMatter

With best regards,

Kia Haring

Director, Ethics and Standards

Global Alliance