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Generative Artificial Intelligence (AI) has been transforming the communication landscape for more than a year. School public relations professionals have used the technology to help streamline messaging, as a starting point to develop content, to explore innovative approaches to engagement and much, much more. Below are tools, resources and articles you can use to help focus how to best harness the power of generative AI, as well as what to consider when using it.

What is Generative AI? School Communicators & Gen AI Webinars/Presentations

Resources/Guides Ethical Considerations Regulatory Directives



What is Generative AI?

Generative AI, short for generative artificial intelligence, refers to a class of artificial intelligence systems designed to generate new, original content or data that resembles human-generated content (e.g., ChatGPT, Bard, Claude 2*). Unlike traditional AI systems that rely on explicit programming and predefined rules, generative AI has the ability to learn patterns and generate novel outputs on its own. This is typically achieved through machine learning techniques, such as neural networks, which are trained on large datasets to recognize and replicate patterns found in the input data.

In the context of natural language, generative AI can be used to create human-like text, generate responses to prompts, or even compose entire articles or other pieces of content and writing. In other domains, such as image generation, it can produce realistic and unique images, and in the field of music, it can compose original pieces. The versatility of generative AI makes it a powerful tool for a wide range of applications, from content creation to problem-solving, but it also raises ethical considerations, as the technology advances the ability to mimic and potentially manipulate human-like behavior.

*NSPRA does not endorse or recommend any specific products or platforms listed above

School Communicators and Generative AI

In September 2023, we asked NSPRA members about their experience with generative AI tools such as ChatGPT. More than 500 members responded, and here's what you said:

 
 

See Full Survey Results

Read Survey Analysis

Webinars and Presentations

NSPRA SEMINAR: JULY 2023 (Members ONLY)

How School Communicators Can Make F.R.I.E.N.D.S With AI

Watch

Presenter's Website: AI and School PR

MINI LAB WEBINAR: OCT. 2023 (Members ONLY)

  Generative Artificial Intelligence in School Public Relations 

Watch

Generative AI in K12 Education

Presented by NSPRA + Finalsite

Part I: Leadership Considerations

Watch

GENERATIVE AI IN K12 EDUCATION

Presented by NSPRA + Finalsite

Part II: Communication Considerations

Watch

GENERATIVE AI IN K12 EDUCATION

Presented by NSPRA + Finalsite

Part III: Practical Considerations

Watch

Resources and Guidance

The following resources relate specifically to generative artificial intelligence in K-12 education.

K-12 Generative Artificial Intelligence (Gen AI) Readiness Checklist

Council of the Great City Schools and the Consortium for School Networking

 

Access

Principles for the Future of AI in Education

 Software and Information Industry Association

 

Access

AI Guidance For Schools Toolkit

TeachAI.org

 

Access

How PR Pros Are Using AI

Muck Rack

 

Access

To Disclose or Not to Disclose? That is the AI Question

Institute for Public Relations

 

Access

Generative AI in OrganizationsGenerative AI in Organizations: Insights and Strategies from Communication Leaders

Institute for Public Relations

 

Access

Ethical Considerations

Using generative AI ethically involves considering various factors to ensure responsible and fair usage. The following resources can help guide your usage of the technology.

The Ethical Use of AI

PRSA Board of Ethics and Professional Standards 

Ethics Guide to AI in PR

Canadian Public Relations Society

 Guidelines on Generative AI

PR Council

Making Ethical Decisions in School PR

NSPRA

Regulatory Directives

In November 2023, President Biden issued an executive order on the Safe, Secure, and Trustworthy Development and Use of Artificial Intelligence.

Executive Order