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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.
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
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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:
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How School Communicators Can Make F.R.I.E.N.D.S With AI
Presenter's Website: AI and School PR
Generative Artificial Intelligence in School Public Relations
Presented by NSPRA + Finalsite
Part I: Leadership Considerations
Part II: Communication Considerations
Part III: Practical Considerations
The following resources relate specifically to generative artificial intelligence in K-12 education.
Council of the Great City Schools and the Consortium for School Networking
Software and Information Industry Association
Institute for Public Relations
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.
PRSA Board of Ethics and Professional Standards
Canadian Public Relations Society
In November 2023, President Biden issued an executive order on the Safe, Secure, and Trustworthy Development and Use of Artificial Intelligence.
AI for communicators: What’s new and what’s next - PR Daily, Nov. 3
Navigating the Biden AI Executive Order's Impact on Communications - PR Week, Nov. 7