Communication and Public Relations Australia (CPRA) has launched an AI Working Group to help the communication and public relations profession respond to the rapid adoption of artificial intelligence.
The Working Group follows the Australian Government’s announcement of a new national AI framework, including the establishment of an Office of AI within the Department of the Prime Minister and Cabinet and the development of Australian Standards for AI.
The proposed standards will include requirements for large data centres covering energy, water use and location, as well as stronger protections for Australian creative content and intellectual property.
CPRA chair Helen Hutchings said the announcement reinforced the need for communication professionals to engage with AI as a strategic leadership issue, not simply a new tool.
“AI is changing how organisations communicate, how decisions are made and how people access and interpret information,” Hutchings said.
“Our profession has a responsibility to understand both the opportunities and the risks, and to help shape how AI is used transparently, ethically and in the public interest.
“The pace of change can make it difficult to know what good practice looks like. CPRA wants our members to have the confidence, capability and practical support to use AI well and to contribute meaningfully to AI strategy and decision-making within their organisations.”
The national Working Group brings together communication professionals from education, government, agencies and the corporate sector.
Over the next 12 months, the group will examine the impact of AI across the full career lifecycle of the profession, from attracting people to communication and public relations careers and preparing students for the workplace, through to professional development, business applications and executive decision-making.
CPRA AI Working Group chair, and general manager digital experience and marketing operations for Lendlease Australia, Julienne Harry said the group would translate a fast-moving and complex issue into practical guidance for the profession.
“AI is already influencing communication education, everyday workflows, professional roles and leadership decisions,” Harry said.
“Our focus will be on understanding what these changes mean in practice and developing resources that members can apply with confidence.
“By bringing together different perspectives from across the profession, we can identify emerging issues early, share what we are learning and support communication professionals to play an active role in shaping responsible AI use.”
During its 12-month term, the AI Working Group has four main goals. To identify emerging AI risks, opportunities and trends, develop ethical AI principles and practical frameworks, recommend industry policy positions for consideration by the CPRA Board, and to create member resources and thought leadership tools.
Hutchings said the Working Group would also strengthen the profession’s voice in the wider national conversation about AI.
“Communication professionals understand trust, transparency, audiences and the consequences of misinformation,” Hutchings said.
“These capabilities are central to the responsible adoption of AI. CPRA has an important role to play in preparing our members for change and demonstrating the contribution our profession can make.”
