Ethical standards for using the CHAT GPT platform in the field of public relations

Abstract

With the increasing utilisation of artificial intelligence tools in public relations, the necessity to establish ethical standards for their application has become apparent, particularly concerning tools like ChatGPT. In this context, the present study aims to describe and analyse the impact of ChatGPT on communication quality and professional responsibility, while highlighting challenges related to privacy, data protection, and compliance with regulatory frameworks.

The study employed a descriptive-analytical approach, collecting data through a questionnaire distributed to a sample of public relations practitioners working in various institutions. The questionnaire included closed-ended questions designed to assess the use of AI tools, their purposes, and the level of adherence to ethical standards.

The findings revealed that 66.1% of participants use AI tools in their daily work, with content generation being the primary purpose (37.3%), followed by data analysis (24.5%) and audience engagement (22.2%). The study demonstrated that ChatGPT contributes to improving communication quality by 76.5%, playing an effective role in analysing audience behaviour and enhancing engagement.

Despite these benefits, participants expressed concerns about the excessive reliance on such tools, which may negatively affect creativity and human interaction. The results also underscored the importance of developing more comprehensive legislation to protect privacy and data, with 83.2% of respondents indicating that current regulations are insufficient to ensure the safe use of these technologies.

Keywords: Artificial Intelligence - ChatGPT - Public Relations - Professional Responsibility - Data Protection - Privacy - Regulatory Frameworks