Finch Media’s A.I. Governance Guidelines for Public Relations

At Finch Media, we take artificial intelligence (A.I.) governance seriously. We understand the need for guardrails and standards to ensure A.I. systems and tools are used responsibly. This is especially true for public relations work, where we have a responsibility to our clients and the public to act professionally and ethically, and in a way that ensures accuracy of information and combats misinformation. That is why we have introduced these guidelines to inform how Finch Media uses A.I. in our work and support our clients in using it in theirs. We aim to use A.I. in our public relations work in a way that is transparent, ethical, and with a human-in-the-loop every step of the way.

Privacy protection: 

We protect our clients and employees privacy at all times. We let our interest-holders know when we are using A.I. and seek their consent before doing so. We never put confidential, sensitive or private information in large-language models (LLMs).

Human-in-the-loop A.I. use:

We believe in human-in-the-loop A.I. use where their is human oversight, judgement and accountability. Our team uses A.I. to support our research, reduce manual tasks and to spur creativity, not as a replacement for human connection or experience.

Transparency and accuracy: 

Our team will ensure that any content produced with A.I. support will be done so with transparency and will be reviewed and fact-checked for accuracy. Each team member will be accountable for any content that is produced with the support of A.I.

Values-based A.I. use: 

We will ensure we are using LLMs that align with our values and principles. We will use A.I. ethically and responsibly.

Fairness: 

Any cost savings we are able to achieve through our use of A.I. are passed onto our clients.

Training: 

Finch Media will invest in the training of team members on A.I. to ensure A.I. literacy and that best practices are being used.

Empathy:

We continue to monitor and educate ourselves on the impacts of A.I. on society and the environment and seek to counteract those impacts when possible.

Learn more about A.I. governance: 

https://www.ibm.com/think/topics/ai-governance

https://www.canada.ca/en/government/system/digital-government/digital-government-innovations/responsible-use-ai.html

https://www.unesco.org/en/artificial-intelligence/recommendation-ethics