AI, Ethics Month and the PRSA East Central District Conference
Posted on Oct. 15, 2026 / Subscribe 0
As artificial intelligence continues to reshape public relations, the future may rely on whether audiences trust that there are people behind the communication.
On Sept. 17, 2026, PRSA Detroit hosted PRSA’s East Central District Conference right here in the city. PR professionals from six states across 15 chapters gathered for discussions on AI, integrated communications and the ways that relationships are evolving.
The conversation surrounding AI brings to light a foundational responsibility in our PRSA Code of Ethics: honesty. Ethical communication requires building and maintaining trust between organizations and the audiences they speak to. The Code of Ethics states, “We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” Bill Nowling, Professor of Practice & Director, College of Communication Arts & Sciences at Michigan State University, and Rian English Barnhill, Vice President of Government and Community Affairs at Olympia Development, tackled this topic in their discussion, Faster with AI, Better with Humans.
What stuck with me, as a student, was Bill Nowling's mention that the only thing AI has done for us is make it possible for “C students” to get a job, due to it only performing at an average level. Nowling wrapped his discussion by stating all of our communication should be human.
Rian English Barnhill spoke of AI as a tool, describing it as a machine. She points back to ensuring communication is human-based, emphasizing the responsibility for brand and marketing teams to not produce “AI slop.” As professionals, we need to be laser-focused if using these tools to support tasks. This brings us back to honesty. PR professionals should produce accurate content in the interest of those we represent. A tool cannot be held responsible for what it produces, but the teams using it should hold themselves to a high standard while communicating with the public.
AI can make communication faster. But people create trust in PR, not speed. Honesty is a pillar of our code for a reason. Ethics Month is over, yet discussions from our conference linger. I am reminded that the future of public relations is about keeping humans at the center of communication.
Courtney Jordan is a senior at Wayne State University studying communication studies. She leads WSU’s PRSSA as co-president and serves as PRSA Detroit’s 2026 Fall Chapter Intern.
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