A timely PR release. Amid the chaos surrounding Sam Altman and OpenAI, the Public Relations Society of America released “Promise and Pitfalls: The Ethical Use of AI for PR Practitioners.

The guidance provides best practices on preventing and managing the potential ethical challenges that may arise from the improper use of generative AI tools.

The technologies offer the promise to “transform the way we work, enhancing productivity by aiding in content creation for materials such as emails, news releases and presentations, as well as preforming research, data analysis and language translation,” according to the document.

The AI tools also free up PR people to engage in “higher-value critical thinking.”

Since PR people shape and maintain reputations, along with relationships between organizations and the public, they are obligated to consider the impact of their actions and decisions on the greater good.

“Without due diligence, the use of AI tools to improve a campaign’s results, for example, may end up doing harm by exposing proprietary or personal data, perpetuating biases or similar unforeseen consequences,” says the guidance.

In releasing the report, Michelle Egan, 2023 PRSA chair, said AI will revolutionize how PR people do their jobs. “The release of ‘Promise & Pitfalls’ will contribute to the ongoing discussion around AI, and advance the important work being done around the ethical use of the technology in the PR profession,” said Egan.

That a lotta lobbyists. More than 7,200 fossil fuels lobbyists have attended the United Nations climate talks over the past 20 years, according to a report from the Kick Big Polluters Out advocacy group.

The Big Five oil giants of ExxonMobil, Chevron, Shell, BP and TotalEnergies sent 267 lobbyists to the UN Conference of the Parties sessions, while fossil fuels trade groups had 6,581 representatives in attendance.

The outlook for fossil fuels interests looks pretty good at the COP28 session, which is slated for Dubai from Nov. 30 to Dec. 12.

Sultan Ahmed Al Jaber, head of the Abu Dhabi National Oil Company, will preside over COP28 as president-designate. He is the first corporate CEO to lead a UN climate conference.

Al Jaber is unlikely to kick any of the fossil fuels interests out of his big show.

Disaster lies ahead…..The election of Donald Trump to the US presidency poses the biggest danger faced by the world in 2024, according to The Economist.

His victory would signal to US adversaries, such as China, that American democracy is dysfunctional while counties in the Global South consider “American appeals to do the what is right are really just exercises in hypocrisy.”

The Russian dictator would rejoice over the Trump victory, knowing that the US would cut off support for Ukraine.

Zanny Minton Beddoes, Economist editor-in-chief, said the decision of the Republican Party to nominate a man who tried to overturn the results of the previous election dims America as a democratic beacon.

She believes another Trump presidency would transform American into a loose cannon with isolationist tendencies at a time of grave geopolitical peril.

Trump has a coin-toss probability of winning the 2024 election, of which the consequences would be catastrophic for democracy and the world.