Generative AI in public relations learning and teaching: professional practice, ethics and critique

This original teaching idea examines the use of Generative Artificial Intelligence Tools (GAITs) in the context of a public relations and social media unit. It critiques the current use of AI in the communications industry as well as in higher education. It then discusses methods for integrating AI into activities and assessments with a focus on writing media releases, email pitches and critiques of the use of AI in the industry. Research and appraisal by teaching staff indicate that best practice involves teaching students’ knowledge, skills and values around the use of AI, so that they can use tools in a responsible manner. Students should be fully equipped with essential skills in writing, critical thinking, research and ethics to be able to lead generative AI tools when a collaboration with AI is encouraged as well as be able to develop their own work from scratch in contexts where AI may be banned.